In our latest webinar, Moments that matter: Why delivery is your hidden growth lever, we explored why the post-purchase experience is no longer a back-office operation—it’s become a brand-defining journey. From checkout flexibility to returns efficiency, these touchpoints are make-or-break moments for customer loyalty, cost savings, and long-term growth.
Here are five takeaways to help elevate delivery from a cost center into a competitive edge
#1
Checkout isn’t just a funnel. It’s a moment of truth.
The checkout process is often designed as a single-purpose funnel to nudge customers toward purchase. But it’s more than that. It’s where customers decide if their needs align with what you offer.
During our webinar, a critical poll insight emerged: 76% of participants hesitated to complete a purchase when only one delivery option was presented. Customer preferences are as unique as they are diverse. While one buyer might want next-day delivery, another might prefer picking up their order at a convenient location.
Brands investing in customizable checkout options are already seeing measurable ROI:
- 5% increase in conversion rates for businesses offering dynamic delivery choices.
- 15% growth in basket sizes when customers can select pick-up points.
The takeaway: Treat checkout like a customer conversation, not a transaction. Providing options demonstrates empathy and improves performance.
#2
Tracking isn’t about location. It’s about connection.
“Where’s my package?” is the most common customer support inquiry. But solving this problem is not just about providing a tracking page. It’s about building trust.
Imagine sending your customers to a third-party website for tracking updates. While seemingly harmless, this disrupts your brand and undermines the trust you were building. Not to mention, it drives up customer service costs—with WISMO inquiries costing businesses a minimum of €12 per call.
Conversely, brands that invest in branded tracking experiences enjoy up to:
- 25% click-through rates on proactive shipping emails (like ICIW).
- 30% higher engagement with post-purchase marketing campaigns embedded in tracking pages (like Quiz)
- 50% reduction in WISMO requests, improving operational efficiency (again, like ICIW).
The takeaway: Don’t just update customers on their shipments. Own the narrative. Branded, proactive communications reduce ambiguity and keep customers engaged with your brand long after checkout.
#3
Returns aren’t the end. They’re a beginning.
Returns are often treated as a pain point for businesses, something that simply needs to be minimized at all costs. While inefficiencies in returns can rack up costs—with the average cost of processing a single return starting at €20—approaching returns as an opportunity can yield impressive gains:
- 30% of potential returns can be converted to exchanges when presented with seamless options.
- 15% of returns are now processed through in-store drop-offs, giving brands a chance for face-to-face engagement.
- 50% reduction in processing time is achievable when businesses digitize and optimize workflows.
During the webinar, nShift's own Carl Nilsson shared how smarter return logic helped one brand cut ineligible returns by 10%, while another increased post-return sales by 30% simply by upgrading its experience.
Returns offer brands a chance to recoup revenue and reinforce customer loyalty. Done right, they can turn a potentially poor experience into one that builds trust.
The takeaway: See returns not as losses but as moments to show great customer service and flexibility. Offering exchanges, vouchers, or multiple return options tied to consumer lifestyles can salvage revenue and nurture loyalty.
#4
It’s not about last-mile. It’s about last memory.
It’s easy to obsess over logistics optimizations for the "last mile." Of course it matters, but the critical driver of customer retention is the impression you leave.
Perhaps the most profound shift explored in the session wasn’t technological — it was psychological. In one live poll, 100% of respondents said the webinar shifted their view from cost-focused to experience-driven delivery. This trend isn’t isolated; it reflects an industry shift toward prioritizing customer feelings in delivery design.
The takeaway: Customer memory matters just as much as operational metrics. A seamless, thoughtful delivery process will resonate long after speed or cost savings are forgotten.
#5
Tech adoption matters, but it’s the mindset that drives transformation
Many brands focus exclusively on tools and platforms, expecting technology to drive growth.
Case-in-point from the webinar? While platforms are essential, tools don’t drive growth unless the mindset shifts first.
The mindset shift brands must adopt:
- Delivery and post-purchase touchpoints are growth levers, not just costs.
- Operationalizing empathy creates experiences customers remember, recommend, and return for.
The takeaway: Your platform will only get you so far without a mindset that prioritizes the customer experience at every operational step.
Final thought: Loyalty isn’t won at the point of sale
E-commerce brands invest enormous resources into grabbing attention and fine-tuning product pages, but the most transformational opportunities lie in the moments after the sale.
- A smooth checkout process increases conversion rates and basket sizes.
- Integrated, proactive and branded tracking updates cut costs and re-engage customers.
- An empathetic approach to returns boosts loyalty and drives revenue.
- Focusing on psychological details creates memorable delivery moments that stick.
- It’s time to shift the focus. Treat post-purchase as a strategic growth lever, not just an operational afterthought.
Solutions like nShift – powering the delivery experiences of over 20,000 brands – are designed to help retailers orchestrate these critical moments at scale, from offering checkout conversion tools to automating delivery tracking and returns optimization. The right platform can provide the flexibility and visibility that would be hard to build alone, leveling the playing field between e-commerce upstarts and the giants. Ultimately, brands that embrace these tools and philosophies are turning everyday delivery moments into a competitive edge.
Want to see this strategy in action?
Watch the full "Moments that matter" webinar on demand and learn how leading retailers are turning customer experiences into their biggest competitive advantage.
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