Consumers inundated with marketing messages are receptive when the message is a few high-priority item they’ve purchased. U.S. apparel brand True Classic has leveraged this to improve customer satisfaction and increase revenue.
The company discovered this once they began sending messages to customers post-purchase with accurate shipping and delivery details. Not only are the messages welcomed by customers as a key a part of the shopper service experience, but they drive revenue by encouraging repeat purchases. It’s all a part of a virtuous cycle that begins with higher, more accurate communications.
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Shipping around the globe
Launched in 2019, True Classic grew to $100 million in revenue after only two years. They began with a classic men’s t-shirt and eventually expanded to pants, jeans, polos and activewear. In 2022, the brand opened its first five retail stores. True Classic customers can order from 192 countries — the corporate is a really global brand.
Shipping to so many regions, nonetheless, means complicated delivery chains which might be difficult to forecast.
“We were looking last 12 months to solve a extremely big problem as we scaled globally, and that was how with limited resources we could address post-purchase experience,” said Breanna Moreno, True Classic’s VP of customer experience. “With international sales, we wanted to set clear expectations for when orders would arrive.”
She added, “You never want your consumer to reach out to you asking, ‘Where’s my order?’ So we were really hungry to solve for this.”
Implementing a recent post-purchase experience
Last 12 months, True Classic implemented a tool created by parcelLab, a post-purchase experience software company. It helps enterprise retailers like IKEA and Chico’s make customers’ shipping and delivery experiences transparent by tracking data from 350 carriers and using AI-powered analytics to estimate delivery times and anticipate delays.
Getting accurate delivery information spurs customers’ interest and loyalty. The parcelLab tool nearly doubled the click-through rate of a previous solution True Classic used.
“The entire experience lives on the True Classic website, which sometimes you possibly can’t have that have whenever you’re working with third-party vendors in that capability — in order that was really exciting,” Moreno said.
Delivering the fitting message post-purchase
ParcelLab’s technology not only provides accurate delivery estimates, it also optimizes how customers receive messages based on engagement.
For instance, a customer might prefer emails to texts. Message preferences vary according to different countries and regions, and these insights are one other advantage to using an answer that covers so many international markets.
True Classic hasn’t modified the format of emails and still uses its legacy Klaviyo email platform.
“We haven’t updated the e-mail, it’s literally verbatim our old email structure, updated with parcelLab supporting it,” said Moreno. “What that tells us internally is there’s a possibility to make emails that a lot better, considering we’ve seen such significantly higher RPE (revenue per email).”
Since implementing the brand new solution, RPE has increased 34.8% and the in-order rate is up 22.5%. The click-through rate on emails has increased 1.87% and the open rate is up 6.55%.
With granular data on individual orders and post-purchase segments, True Classic can inform customers about weather delays and other anticipated issues around the globe. ParcelLab uses AI-powered predictive analytics to make sense of the info they receive from the carriers to provide updated information to True Classic, which the brand passes on to consumers.
“ParcelLab elevates the brand’s capability to control these customers’ experiences,” said Julian Krenge, CTO and co-founder of ParcelLab. “We help them convert with a promise, after which manage satisfaction and experience.”
Commitment to the shopper
According to Krenge, higher customer support begins earlier in the shopper journey — before the acquisition, when marketers set expectations about how the post-purchase experience will go.
It’s up to the brand to take a look at the info and choose what guarantees the brand could make to customers, and which policies customers will prefer. In the case of True Classic, these guarantees grow to be value propositions. For instance, estimated delivery times for items are provided when customers are on the checkout screen, before making the acquisition. Additionally, customers are given 30 days after purchase to return any product (aside from items marked “Final Sale”).
The company has a dedicated returns portal with designated “Happy Returns” locations where customers can easily print labels and ship returns.
Data from all these orders and packages boost confidence in the worth propositions. It also helps lower risk and discover potential fraud. If there may be a high volume of return requests coming from a particular customer or region, the brand can provide more steps to confirm that there may be a problem with the products and that it’s not a fraudster. The company can request an image be taken of damaged items, for example.
On the positive side, the post-purchase experience is a time of high engagement for the shopper, often neglected by marketers.
“Customers are never more engaged than after they make a purchase order,” said Krenge. “There’s this domain of whenever you’re delivering the service to the shopper and it’s very under-utilized. Retailers really don’t have this and it’s the very best attention period.”
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