Retailers missing crucial data in the delivery process

by Sean Sherwin-Smith

The world of ecommerce involves an ever-expanding array of data points. From every consumer interaction to step-by-step parcel tracking, how a product moves from store to door creates a valuable snippet of information. This is even before you consider the addition of reverse logistics and the personalized touch points that consumers have come to expect. 

Perhaps then it is no surprise that the vast majority of retailers (84%) are missing crucial commercial opportunities as a result of disparate data. 

A black hole for retailers

Too much information and the inability of processes to keep up is creating data silos where information is sitting across different systems and in multiple areas of the business. The speed at which data moves often makes joining the dots seemingly impossible and it is creating a black hole for retailers. 

However, this need not be the case. In our latest report, “Creating a data-driven delivery experience”,  we examine ways in which retailers can better capture and use the data generated during the delivery and post-purchase experience. 

Bring deliveries and experience management together

Information from the delivery and post-purchase process can shine a real light on how retailers and warehouses can improve efficiency, revamp the customer experience and turn one-off purchases into lifelong customer relationships. 

The problem is that retailers tend to view the fulfillment process and the customer experience as two separate things.  As a result, data sits in disjointed systems and is rarely compiled and analyzed.  Only by bringing deliveries and experience management together can retailers tap into crucial insights and create data-driven growth strategies. 

Download your copy of the report

Leveraging data from the delivery and post-purchase experience can help retailers: 

1. Optimize and reduce carrier costs - the greater access a retailer or warehouse has to carrier costs and performance data, the more easily they can select the most cost-effective last-mile delivery option for each shipment 
   
2. Improve conversions at checkout – by ensuring that a shopper sees the delivery option they want at the top of the list of choices 
   
3. Create better customer communications – retailers can then create relevant communications to match how often, according to data, people are checking updates and weave in product plugs or brand messages as appropriate 
   
4. Increase customer loyalty by keeping their delivery promise – comparing performance data across carrier companies enables retailers to drive up standards and negotiate better results 
   
5. Retain more revenue by reducing volumes – by paying close attention to what issues are causing people to send products back and addressing such issues with product and marketing teams 
   
6. Influence consumer behavior – to encourage more shoppers into physical stores or to alter their returns habits  

Author

Author

Sean Sherwin-Smith

Post-Purchase, CX, and Sustainability Product Director

With 30+ years in final mile technology, product and CX, Sean has a wealth of knowledge and first hand stories to share, helping retailers understand the psychological, commercial and operational advantages that can be created in the post purchase journey. From the very early days of eCommerce, he has helped and advised retailers and carriers how to keep customers engaged after they have clicked the buy button and convert them into loyal brand advocates.