E-commerce: after-sales service and the delivery experience

22/12/16

Online shopping generates high expectations. From the payment approval to the arrival of the product, consumers go through several moments of anxiety. The wait itself, the emotion of the “out for delivery” message on the tracking page, and finally the opening of the package and the first touch on the long-awaited object. So how can brands improve that experience and use it to get closer to their customer?

Without getting into the merits of logistics, but addressing the use of technology and some simple doable ideas, we selected five examples of Pmweb clients who definately got it right 🙂

Reserva

The personality of the brand is described in the website with three basic concepts and highlighted red letters: culture, family and experience. This is the storytelling of Reserva and Reserva Mini, even in the sales and after sales campaigns. A company that has experience as a support pillar can’t sell just on e-commerce.

When a purchase is made on the website, Reserva sends five transactional emails to manage the customer’s deadline expectations.

Confirmed order email

Confirmed order email

Confirmed order email

Confirmed order email

Product satisfaction survey

Product satisfaction survey

When opening the box, the customer gets to know the professional who took care of their request. The employee has a face and a story. It is a nice and inexpensive action that will certainly have some impact on who receives the product.

reserva-pós-venda

Passarela

Passarela started as physical stores in the countryside of São Paulo to became one of the largest e-commerces in Brazil. Their website promises “integrated consumer experience across all brand sales channels”. This practice is critical for multichannel companies and omnichannel clients.

From the choice of the product in the online store, four automatic transactional emails are sent: confirmation of purchase, confirmation of payment, order shipped and order delivered.

Passarela transactional email: purchase confirmation.

Passarela transactional email: purchase confirmation.

Passarela transactional email: delivery confirmation.

Passarela transactional email: delivery confirmation.

One factor that deserves a comment in the Passarela delivery experience is the flyer that anticipates a possible need: the exchange of products. Taboo and headache trigger for some companies and consumers, demystifying the exchange or the return of products is absolutely necessary in today’s market, where brands struggle so much to create a bond and gain the consumer’s trust.

Printed exchange instructions

Printed exchange instructions

The inside

The inside

In Passarela’s solution it’s a piece of paper that simplifies the process, giving the step by step in case you need to exchange a product. It’s something that happens frequently in online stores that sell items that must fit, like fashion and others.

Calçados Bibi

A perfect example of connected experiences, Bibi Calçados does a consistent client-centered work. Even though they are multichannel (industry, stores, franchises, multi-brand stores and e-commerce), Bibi understands that the customer belongs to the brand so they take care of each client, no matter where they come from. In the after-sale program, the first email the customer receives invites him to evaluate the purchase process, like a thermometer. In cases where the evaluations are negative, someone from operations contacts the customer to understand how the process can be improved.

bibi-pós-venda

In addition, Bibi still sends more content e-mails after the purchase with tips of use and conservation of the acquired products.

dicas-uso-bibi

Tok&Stok

A “thank you for your business” may be the difference between the next sale or the oblivion. Keeping this in mind, Tok & Stok not only sends a thank you note, but also a gift-voucher to incentivate new purchases.

tok-stok-black-friday

Walmart

On the last Black Friday, Walmart also sent a personalized thank-you email to everyone who placed an order during the promotional period. Friendly, simple and efficient.

walmart

Conclusion

Examples such as these show that it doesn’t take big investments for brands to position themselves closer to the customer and transform the after-sales experience to give the customer a good reason to buy again soon. 😉

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