Personalisation of eCommerce shopping increases conversion rates by 10-15%, and with the receipt of their order the one time an online brand physically connects with customers, brands need to leverage fulfilment and delivery, to create positive experiences.
Business growth built around existing customers is particularly attractive, since it’s up to 25% more expensive to find, capture and convert new customers than it is to retain them.
Shopify research found that personalisation increases conversion rates by 10-15% and lifts customer satisfaction by 20%, which is critical, because increasing retention by just 5%, can lift profits over 25%.
Across the marketing mix, messages and offers are curated by browsing and buying history and order emails are personalised, yet the delivery is the one place where an online brand physically connects with online customers and they need to leverage this personal contact to increase satisfaction.
Effective personalisation is defined by the way online retailers recognise customers’ likes and preferences, which can be extended to delivery choices, to make personalisation an integral part of the entire shopping chain.
Recognising what the shopper is buying, where they are buying and their previous shopping history should allow the retailer to not just offer the right range of delivery options, but to also offer the preferred option without asking.
And delivery can become a marketing lever, that recognises loyal customers, by rewarding them with default premium delivery, or includes a personalised marketing device and offers, with the order.
The package is what people first see and feel when their order arrives and it is the very first point of contact for new customers, which means that your (branded) packages should arrive damage-free, with that personalised greeting, message and upsell/cross-sell offer.
When we pick a new eCommerce order our fulfilment team follow bespoke processes, that may include quality inspection, custom packing, personalised order inserts, label application and despatch.
We integrate our order fulfilment systems with your sales platforms and leading marketplaces, to establish a simple fulfilment service process, which allows us to deliver every one of your customers’ orders quickly and efficiently.
Oriental Global Logistics (OGL) is the eCommerce subsidiary of Global Forwarding, providing supply chain, freight and logistics support to online customers.
VISIT the Oriental Global Logistics web site, or EMAIL OGL’s managing director, John Ruan.
