The missing piece of the end to end customer experience
To compete in today’s competitive and fragmented world, brands must take advantage of every single touchpoint they have with customers.
To accomplish this, retailers invest time and money building their brand and getting the customer to purchase. Once the consumer hits buy, however, they hand off the experience to a 3rd party carrier, basically telling the customer “good luck tracking your shipment!” Why?
There’s another way.
The hidden channel of engagement
We’ve seen customers engage with post purchase communications upwards of 3.6 times. Multiply that by the shipments sent out a month, and that could be thousands of branded impressions with engaged customers.
Taking advantage of these branded opportunities
There are a multitude of ways brands can take advantage of their tracking page and turn those impressions into customer engagement.
Stuck on where to start? We’re here to help :) Here are seven shipment marketing campaigns we’ve seen drive engagement, brand affinity, and additional sales with customers.
1. Reduce customer confusion
Things happen, and shipping issues will occur. By laying out the various ways to communicate with your customer support team and inviting a human-to-human conversation, you can build trust and brand affinity with that customer. It also helps if you show the team they’ll be communicating with by putting pictures of the customer support team on this page! No more faceless customer service and confused customers.
2. Gain social followers
By using the tracking page to showcase recent posts and activity on various social networks, the customer will feel a sense of belonging to the brand community and their purchase will be validated through social proof (“Hey! Other people like this, too. I must be doing something right” - your customer.) They’ll also see posts from your brand on the social platforms they use every day. Now that’s staying top of mind!
3. Promote your products
Repeat customers are more profitable than first-time buyers. Inspire repeat purchases by showing customers how other products enhance their overall experience.
4. Get your customer excited about future products
Staying top of mind with a customer is vital for retention. Brands are using the tracking page to get the customer to opt-in for future product launches or sales through more intimate and exclusive channels, such as text or Facebook Messenger to increase the likelihood the customer will buy once launched due to familiarity. Show the customer they are special by offering an exclusive sale and a unique way to learn more about it.
5. Gain customer feedback
The first step in showing the customer that their opinion is valued is by asking for it. Powerful brands are built by listening to customers and making them feel a sense of inclusion and belonging. By placing a survey on the tracking page, you can use this to gain customer feedback to enhance the customer experience, shape product development, or plan future product releases.
6. Get customers to read your content
The fusion of content and commerce is becoming increasingly important in e-commerce. Have some great content, but not sure how to get it in front of customers? Whether you're launching a new podcast, releasing a new article on your blog, or have an e-book you’d like to share, do it while your customer is most excited to hear more about your brand.
7. Encourage customers to refer a friend
Word of mouth is the best way to grow your brand. People are 90% more likely to buy from a brand that was recommended from their friend. Incentivize the customer to refer their friend while they wait for their package by offering a discount or free gift.
Turn shipping into an engaging channel of customer interaction
The campaigns above represent just a few approaches to leveraging a branded tracking experience.
Taking control over what customers are seeing and interacting with when they’re most excited about your brand – aka while their recent order is in transit – will help build brand affinity, increase customer retention, and drive profitable growth.
We want to hear your ideas!
Excited about a campaign from above or have an idea not mentioned above that you would like to see designed for you? Submit your email and our shipment marketing squad will be in touch shortly!