Herschel x Malomo: Where High-Performing Post-Purchase Experiences Are Made

Herschel Supply Co., known for its high-quality, sustainable backpacks and accessories, has built a loyal customer base by creating a strong brand identity that resonates across every touchpoint. Despite the trends of consumerism, their products are timeless and built to last for years to come.

However, even though their products can last through generations, Herschel recognized that one key area of the customer journey was falling short—post-purchase communication. Herschel sought to ensure its brand experience extended seamlessly from product discovery to delivery. That’s where Malomo came in!

This case study explores how Herschel leveraged Malomo to create an on-brand post-purchase experience, drive upsells, and unlock valuable shipping data to transform the post-purchase experience into a revenue and retention driver.

The Challenge: Maintaining Brand Identity and Driving Engagement Post-Purchase

For their DTC branch, Herschel understood the importance of maintaining brand consistency throughout the entire customer journey. However, once the transaction was complete and the product was shipped, Herschel lost control over much of the customer communication. Relying on standard carrier tracking pages meant a disjointed—and generic—customer experience that lacked the Herschel brand's personality and potential for engagement. And we know that we can do better than that!

Herschel wanted to turn the post-purchase process into an extension of its brand, using it as an opportunity to drive repeat purchases and build stronger customer relationships. But that’s not all. They also sought deeper insights into customer behavior during the shipment tracking phase to inform and optimize future marketing and communication strategies.

A tall order? Maybe. Possible to achieve? Absolutely.

The Solution: Malomo's Branded Tracking and Data Insights

Herschel partnered with Malomo to transform its post-purchase experience. Malomo’s platform allowed Herschel to create a custom-built solution to brand the entire tracking experience, turning carrier tracking pages into on-brand assets that engaged customers long after their purchase. Beyond a branded order tracking solution, Herschel was also able to drive upsells and unlock insights into shipments and carrier performance to improve the customer experience.

1. Seamless Branded Experience: Using Malomo, Herschel fully customized tracking emails and pages with its signature design aesthetic, including the logo, brand colors, and tone of voice. Instead of a generic carrier page, customers received updates that felt like an extension of the Herschel website—reinforcing the brand at every step of the journey.

2. Driving Upsells Through Post-Purchase Engagement: Herschel saw an opportunity to transform the typically passive tracking experience into an active selling channel. With guidance from our team, Herschel used tracking pages to showcase recommended products that were personalized to the customer’s previous purchase. This strategic move kept customers engaged and increased the likelihood of upsells and repeat purchases. By displaying complementary products, Herschel was able to promote relevant items in an unobtrusive way during the post-purchase phase, resulting in increased average order value and total revenue.

Actionable Data and Insights: Malomo's platform also provided Herschel with actionable data on customer behavior, live orders, delivery performance, problem orders, and more during the post-purchase phase. Herschel could track how often customers engaged with tracking emails and pages, what products they clicked on, and the timing of interactions. With Problem Orders reporting, the team was able to get ahead of shipment issues and alert customers before they even knew anything was wrong. These insights allowed Herschel to optimize future campaigns, target specific customer segments more effectively, and refine its post-purchase communication strategy.

Results: A Complete Brand Experience that Drives Sales

By partnering with Malomo, Herschel took control of its post-purchase experience, ensuring the brand remained front and center at every stage. The partnership led to several key outcomes:

• Brand Consistency: Customers received a seamless, branded experience from purchase to delivery, reinforcing brand loyalty.

• Increased Upsells: Herschel successfully turned post-purchase communication into a revenue-driving channel by showcasing personalized product recommendations on tracking pages.

• Enhanced Shipping Insights: Herschel gained valuable data on customer behavior during the post-purchase phase, allowing for more targeted marketing efforts and better decision-making.

A Closer Look At Problem Orders: Define, Detect, Notify

Sometimes, shipping and delivery problems are inevitable. But more often than not, you just need a more in-depth look at your shipping and delivery performance analytics.

With problem orders reporting, Herschel was able to uncover the root of shipment issues and also alert customers before they even knew something was wrong with their order. Within the shipping performance dashboard, the team can easily access a variety of data points, including:

• Average time an order is fulfilled

• Average time an order is delivered

• Average time an order is delivered after is order placed

• Number of orders stalled in fulfillment

• Number of orders stalled in transit

• Delivery attempts

• Return to sender

84% of customers won’t return after a poor delivery experience, and problem orders help merchants get ahead of problems before they occur.

Herschel Supply Co.'s partnership with Malomo exemplifies how brands can transform the post-purchase journey into a powerful marketing tool. By leveraging Malomo’s platform, Herschel was able to maintain brand consistency, increase upsells, and gather valuable insights to fuel future growth.

Discover what a branded shipment tracking experience can do for your bottom line. Start your free trial today or get in touch with our team to learn more about how brands see success post-purchase and how you can get started with Malomo.