By: Jakob Almén, Sales Manager
On May 20–21, my colleague Peter Koch and I attended eTail Nordic Connect 2025, where we engaged with leaders in ecommerce, logistics, and omnichannel retail across the Nordic region. The event delivered valuable insights through direct meetings, discussions, and sessions focused on optimizing supply chains, delivery experiences, and customer journey.
Over the two days, we saw recurring themes that highlight what retailers must address to enhance customer loyalty and operational efficiency. Here are our top takeaways.
Delivery drives customer loyalty
One of the clearest messages: delivery and post-purchase experiences are pivotal for customer retention. No longer just logistics, the delivery phase is a key brand interaction point. Customers expect speed, accuracy, and transparency - and when things go wrong, proactive updates can make all the difference.
Retailers investing in delivery systems that can manage the post purchase experience from checkout to tracking and delivery, and potentially return are seeing tangible benefits in loyalty and retention. In today’s competitive markets, flawless delivery execution is essential to customer experience.
Common challenges facing nordic retailers
Through numerous discussions, several consistent pain points emerged that hindered retailers in delivering exceptional customer experiences. Here’s what we observed:
- Delivery options at checkout
Retailers often fail to display a range of flexible delivery choices - same-day, weekend, or pickup options. 50% of online shopping baskets are abandoned due to a lack of delivery options.
When retailers connect to multiple carriers they are able to provide the delivery options in the online checkout, that their customers want. This helps provide the clarity customers expect and drives conversions.
- Supply chain inefficiencies
Many retailers face operational delays due to outdated or fragmented supply chain systems.
Upgrading to integrated, real-time logistics and delivery management platforms is essential. Enterprise retailers need delivery management solutions that can integrate between e-commerce, WMS and ERP systems to avoid disconnected processes and lack of visibility. Additionally, an integrated and scalable system ensures retailers keep pace as volume fluctuates during peak and low season.
- Communication gaps
A common issue among retailers was the inability to maintain clear communication with customers during the fulfillment and delivery stages. Questions like “Where is my shipment?” or “Why is my order delayed?” often go unanswered, leaving customers feeling neglected and frustrated.
Retailers must adopt proactive communication workflows, including real-time tracking and timely notifications to build trust with their customers. In addition, offering branded tracking and notifications only enhance the customers' trust.
Conclusion: Drive success by prioritizing post-purchase
It’s impressive to see the breadth of work going into brand building, loyalty programs, and retail media. But success doesn’t stop at the checkout. To keep earning customer loyalty, brands need to get the final mile right - from flexible delivery options and clear tracking to digital returns and an end-to-end branded delivery experience.
If the challenges in this blog resonate, nShift can help. We provide scalable, integrated tools that strengthen delivery operations and elevate the customer experience - from seamless carrier connections to post-purchase optimization. With nShift, you can take control of the full delivery journey and make it a driver of long-term loyalty. Contact us here.
