Customers inundated with advertising messages are receptive when the message is a couple of high-priority merchandise they’ve bought. U.S. attire model True Basic has leveraged this to enhance buyer satisfaction and improve income.
The corporate found this once they started sending messages to prospects post-purchase with correct transport and supply particulars. Not solely are the messages welcomed by prospects as a key a part of the customer support expertise, however they drive income by encouraging repeat purchases. It’s all a part of a virtuous cycle that begins with higher, extra correct communications.
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Transport all over the world
Launched in 2019, True Basic grew to $100 million in income after solely two years. They began with a traditional males’s t-shirt and ultimately expanded to pants, denims, polos and activewear. In 2022, the model opened its first 5 retail shops. True Basic prospects can order from 192 nations — the corporate is a very international model.
Transport to so many areas, nonetheless, means sophisticated supply chains which are troublesome to forecast.
“We have been trying final yr to resolve a extremely huge downside as we scaled globally, and that was how with restricted assets we may deal with post-purchase expertise,” mentioned Breanna Moreno, True Basic’s VP of buyer expertise. “With worldwide gross sales, we wished to set clear expectations for when orders would arrive.”
She added, “You by no means need your shopper to succeed in out to you asking, ‘The place’s my order?’ So we have been actually hungry to resolve for this.”
Implementing a brand new post-purchase expertise
Final yr, True Basic applied a instrument created by parcelLab, a post-purchase expertise software program firm. It helps enterprise retailers like IKEA and Chico’s make prospects’ transport and supply experiences clear by monitoring information from 350 carriers and utilizing AI-powered analytics to estimate supply occasions and anticipate delays.
Getting correct supply info spurs prospects’ curiosity and loyalty. The parcelLab instrument almost doubled the click-through fee of a earlier resolution True Basic used.
“Your entire expertise lives on the True Basic web site, which generally you possibly can’t have that have whenever you’re working with third-party distributors in that capability — in order that was actually thrilling,” Moreno mentioned.
Delivering the fitting message post-purchase
ParcelLab’s know-how not solely gives correct supply estimates, it additionally optimizes how prospects obtain messages based mostly on engagement.
As an example, a buyer would possibly favor emails to texts. Message preferences differ in line with completely different nations and areas, and these insights are one other benefit to utilizing an answer that covers so many worldwide markets.
True Basic hasn’t modified the format of emails and nonetheless makes use of its legacy Klaviyo e-mail platform.
“We haven’t up to date the e-mail, it’s actually verbatim our previous e-mail construction, up to date with parcelLab supporting it,” mentioned Moreno. “What that tells us internally is there’s a possibility to make emails that significantly better, contemplating we’ve seen such considerably greater RPE (income per e-mail).”
Since implementing the brand new resolution, RPE has elevated 34.8% and the in-order fee is up 22.5%. The press-through fee on emails has elevated 1.87% and the open fee is up 6.55%.
With granular information on particular person orders and post-purchase segments, True Basic can inform prospects about climate delays and different anticipated points all over the world. ParcelLab makes use of AI-powered predictive analytics to make sense of the info they obtain from the carriers to offer up to date info to True Basic, which the model passes on to shoppers.
“ParcelLab elevates the model’s functionality to regulate these prospects’ experiences,” mentioned Julian Krenge, CTO and co-founder of ParcelLab. “We assist them convert with a promise, after which handle satisfaction and expertise.”
Dedication to the client
Based on Krenge, higher customer support begins earlier within the buyer journey — earlier than the acquisition, when entrepreneurs set expectations about how the post-purchase expertise will go.
It’s as much as the model to have a look at the info and resolve what guarantees the model could make to prospects, and which insurance policies prospects will favor. Within the case of True Basic, these guarantees grow to be worth propositions. As an example, estimated supply occasions for objects are offered when prospects are on the checkout display screen, earlier than making the acquisition. Moreover, prospects are given 30 days after buy to return any product (apart from objects marked “Last Sale”).
The corporate has a devoted returns portal with designated “Blissful Returns” places the place prospects can simply print labels and ship returns.
Information from all these orders and packages increase confidence within the worth propositions. It additionally helps decrease danger and establish potential fraud. If there’s a excessive quantity of return requests coming from a selected buyer or area, the model can present extra steps to confirm that there’s a difficulty with the merchandise and that it’s not a fraudster. The corporate can request an image be taken of broken objects, as an example.
On the constructive facet, the post-purchase expertise is a time of excessive engagement for the client, usually missed by entrepreneurs.
“Clients are by no means extra engaged than after they make a purchase order,” mentioned Krenge. “There’s this area of whenever you’re delivering the service to the client and it’s very under-utilized. Retailers actually don’t have this and it’s the best consideration interval.”
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