Surfing the Post Purchase Pipeline: O'Neills Wave of Growth with Malomo's Branded Order Tracking

O'Neill implemented Malomo's branded order tracking platform to improve the customer experience post purchase.
O’Neill, the original California surf, snow, and lifestyle brand, was founded in 1952 when a young man named Jack O’Neill took his unstoppable passion for surfing and used it to battle Mother Nature, from the first neoprene surf wetsuit and board leash to the world’s first stitchless board shorts. O’Neill is committed to maintaining its reputation as one of the world’s leading youth lifestyle brands based on being the first name in the water.
O’Neill’s core values will always be innovation in style and technology, but it’s their customer experience that serves as their foundation throughout every product launch, new technology, or campaign. But even every good foundation can be tweaked to be a great one. Customers were noticeably feeling disconnected from the brand after their purchases, so the O’Neill team called in the post-purchase experts.
The Challenge: Nurturing the Customer Journey
O'Neill recognized that their customers' journey did not end at checkout. The post-purchase experience, particularly around order tracking and notifying customers about their orders, was crucial in fostering customer loyalty and driving repeat purchases.
Their existing order tracking page didn’t have that ‘hang loose’ vibe—it was generic and unbranded, leading to missed opportunities for customer engagement. Customers often felt disconnected from the brand after making a purchase, resulting in lower email open rates, click-through rates, and customer retention.
The Solution: Branded Order Tracking
The O’Neill team never puts their customers second, so they implemented Malomo's branded order tracking platform to improve the post-purchase customer experience. Malomo empowered O'Neill to transform their order tracking pages into a powerful branding tool, creating a cohesive and engaging post-purchase experience (also it’s just plain beautiful).
By leveraging Malomo’s capabilities, O'Neill was able to:
Create a Branded Order Tracking Page: With the Malomo team, O'Neill designed a custom order tracking page that was consistent with their brand’s look and feel. The order tracking page features real-time tracking updates, personalized content, such as product recommendations, and many other integration possibilities to keep customers informed and engaged.
Enhanced Customer Communication: Customers want to be updated about their orders every step of the way. With Malomo, O'Neill was able to send branded and dynamic transactional email notifications throughout the shipping journey. These emails included links to the branded tracking page, encouraging customers to interact with the brand even after the purchase was made.
Data-Driven Insights: By analyzing the activity on their branded order tracking page, O'Neill gathered valuable insights into customer behavior post-purchase. By analyzing data from the tracking page and email interactions, O'Neills optimized their communication and carrier strategy, further increasing engagement and retention.
The Secret Sauce: Define, Detect, Notify
Sometimes, delivery issues are inevitable. You can’t control shipping delays, but you can control how you communicate it to your customers. The O’Neill team recognized that 84% of customers will not return after a poor delivery experience, so they took advantage of Malomo’s Problem Orders feature and reporting to get ahead of delivery issues.
The result? Happier customers. For example, O’Neill defined stalled in fulfillment as one of their criteria for a problem order. Malomo’s algorithms analyzed the data and notified customers via email about the status of their orders. The results were better than expected:
Open rate: 85.4%
Click rate: 36%
By proactive communicating with their customers, the O’Neill team was able to instill confidence and build trust with their audience.
Ride The Post-Purchase Wave
By implementing branded order tracking and email notifications, O'Neill transformed its post-purchase experience, leading to significant improvements in customer engagement and retention. For O'Neill, this was not just a tactical improvement; it was a strategic shift that positioned it for sustained growth and customer retention.
Click-Through Rate
increased to
36%
Open Rate
increased to
85.4%
Conversion Rate
surged to
7.9%
What's next for your eCommerce brand?
See what branded shipment tracking can do for your bottom line. Get in touch with our team to learn more about the power of the post-purchase experience and get started with Malomo! We offer a free branded order tracking page and transactional email/SMS mockups to any Shopify merchant! Fill out the form below to get started.