Customers love what we do

How nShift Track is helping ICIW get closer to customers

ICANIWILL (ICIW) is a Sweden-based sportswear brand born with an ambition to do things differently.

It was initially established in 2012 but only began selling direct to consumers in 2018 when it became the brand we see today. This has placed increasing significance on its order tracking visibility and clear communication to its customers. A move that has seen ICIW reduce the amount of inbound order-related queries and increase the click-through rate (CTR) of its customer communications to significantly above the market average.

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The Challenge

Despite shipping around over 400,000 orders annually, ICIW had no order tracking solution in place. Orders were tracked via the portals of the shipping companies it used. This created an inconsistent customer communications experience. And it left the business with only limited visibility around the speed and success of its orders.

For a company that had made a strategic, commercial decision to sell directly to customers, the absence of a clean and simple solution for shoppers to track the status of their order was a big problem, as Pontus Eriksson, Chief Operating Officer, ICIW explains:

“The only way we were communicating directly with our customers in regards to their orders was a basic email from the warehouse. It contained a URL which directed them to the portal of the shipping company. It was ugly and not at all reflective of the brand we had created.”

The design of this customer email not only led to a poor customer experience and a high volume of order-related queries, but meant ICIW had no visibility when it came to customer CTR on its follow-up marketing communications in post-purchase.

The Solution

It’s why, in early 2024, ICIW chose to use nShift Track. This multi-channel tracking and post-purchase communication solution gave the business a clear read on the status of deliveries. It meant that ICIW could keep customers up to date with the status of each delivery and crucially, it provided the customer communications in a consistent look and feel that reflected the brand. As Pontus said:

“We wanted to make it as easy as possible for customers to find out the status of their orders and do so in a way that looked and felt like ICIW. Once an order is packed and a shipping label printed, this triggers an email from our CRM system with pre-filled information so customers can easily follow their order.”

Beyond parcel tracking capabilities, nShift Track is also helping ICIW communicate to its customers and deliver marketing messages in post-purchase - a period when they are most engaged with the brand. Commenting on this new-found capability, Pontus said:

“Being able to communicate directly to customers has been a game-changer in terms of handling enquiries relating to orders and getting visibility of the data so that we can continually improve the service we offer.”

The Results

Since going live with nShift Track, ICIW has eliminated the unbranded emails it was sending to customers. In doing so it has not only created a single source of truth for information relating to each shipment, but seen a 50% reduction in delivery-related questions from its customers. This reduction in workload for its customer service team is saving ICIW around €12,000 every year.

On top of that, because ICIW is now sending branded and personalized communications relating to orders, it has a 25% CTR on its shipping confirmations compared to an industry average of around 18%. Commenting on the improvements, Pontus said:

“We know a 25% CTR is high but we have no comparison to what we were doing previously. The lack of visibility in our tracking prior to nShift meant we had no idea what our CTR was so even getting this kind of insight is a huge improvement.”

ICIW plans to expand its use of nShift Track in the future to include the use of the event notification function to further improve the customer experience. Pontus concluded:

“The customer event function means that if something should have happened but didn’t, a notification is triggered so we can proactively keep the customer informed of delays or, even better, solve the issue before the customer knows about it.”

The customer event function means that if something should have happened but didn’t, a notification is triggered so we can proactively keep the customer informed of delays or, even better, solve the issue before the customer knows about it.”

Pontus Eriksson, Chief Operating Officer