The start of the year was promising for UK retail with February seeing the second month of increased retail sales volumes, according to the Office for National Statistics, with volumes up by 1.0%. Following that, there have been a number of substantial challenges: the impact of US tariff changes, rising UK business costs such as increased National Insurance contributions and minimum wage, and higher UK business rates, which are all falling this April, putting the retail sector under immense financial pressure.
With the retail landscape in a constant state of flux, it’s more important than ever for brands to remain committed to growing their customer base and keeping loyal shoppers happy, to maintain a healthy bottom line. For that, brands need to ensure that at every point of the customer journey they are giving their customers the most personalised experience possible, increasing the average order value and driving additional sales.
When it comes to the shopping end to end experience, returns are inevitable, however they can also be a way that businesses can set themselves apart by delivering an exceptional and intuitive experience for customers.
Personalisation is one of the most powerful tools in driving retention and maximising customer lifetime value. Consumers expect a seamless, transparent journey from the moment they make a purchase to when that item arrives at their doorstep. For e-commerce brands, offering a premium order, returns and tracking experience can be a way to improve customer loyalty.
Personalisation: The Bridge Between Acquisition and Retention
The key to long-term success in e-commerce isn’t just about attracting customers, it’s about keeping them. Every shopper’s journey is unique, and delivering tailored content based on their preferences, browsing history, and past purchases can significantly boost the likelihood of a repeat purchase.
One of the most effective ways to implement personalisation is on the order tracking page. By showcasing product recommendations based on the shopper’s previous interactions, you not only enhance the customer’s experience but also open the door to cross-selling and upselling opportunities. Whether they’re a first-time buyer or a loyal customer, providing personalised suggestions can increase the average order value and drive additional sales.
The Power of Proactive, Predictive Tracking
A huge 96% of shoppers track their orders at least once, and they expect that process to be as smooth and reliable as possible. For brands, this presents both a challenge and an opportunity. To stay ahead, retailers must invest in technology that doesn’t just offer real-time tracking, but also integrates predictive analytics that give shoppers accurate delivery estimates.
Predictive tracking is a game-changer because it allows businesses to offer proactive updates, keeping customers informed every step of the way. By integrating these tools with existing technologies, like Klaviyo for email and text updates, brands can provide customers with a cohesive, branded experience. These updates can help to reduce customer anxiety, mitigate support inquiries, and, most importantly, improve the overall shopping experience. After all, happy customers are loyal customers.
Tracking Returns: An Overlooked Opportunity
But tracking doesn’t stop at the initial delivery. Returns, while often seen as an afterthought, represent a critical touchpoint in the customer journey. Many brands fail to recognise the potential of providing tracking for returned items.
Offering tracking on returns not only enhances customer satisfaction but also reduces the burden on customer support teams. By keeping customers informed on the status of their returns, you build trust, which can lead to higher retention rates and greater satisfaction overall. Furthermore, by turning returns into exchanges or repeat purchases, retailers can increase revenue retention.
Returns are often seen as a loss, but with the right tools and mindset, they can become an opportunity for growth. Offering seamless exchanges or discounts on future purchases can keep customers coming back, ensuring that your brand remains at the forefront of their minds.
The Bottom Line: Invest in Experience, Reap the Rewards
Reverse logistics data by Loop suggests that 70% of consumers are willing to pay for returns if they provide a convenient and premium experience. E-commerce brands that prioritise an exceptional order and tracking experience will have a distinct competitive edge which is essential in these challenging times. By integrating predictive tracking, offering personalised experiences, and turning returns into revenue retention opportunities, businesses can drive customer loyalty and keep shoppers engaged long after the initial purchase.
With so many unknowns on the horizon, one thing is certain: those who invest in operational resilience and customer satisfaction will be the ones who can continue to thrive.
- Collaboration & Optimization