Retailer branded delivery updates help boost customer engagement

Retailers who leave post-purchase updates to third-party couriers are missing out on valuable customer engagement opportunities, according to new research from delivery management platform Scurri.

Scurri conducted a survey of 1,000 UK consumers for its 'Getting Personal in the Last Mile and Beyond' report, revealing that 81% always open delivery updates from a retailer or brand, while only 8% open unbranded updates.

The report highlights that unbranded delivery updates risk "eroding trust amongst shoppers", with 69% of respondents saying they're wary of third-party delivery updates as they think they might be scams.

Meanwhile, 53% of respondents found receiving unbranded updates from a carrier company confusing, citing that they don’t always know which order it is referring to.

Rory O’Connor, Founder and CEO of Scurri, said: "The standout finding is that customers will open emails if they are from the retailer or brand as distinct from a third-party carrier.

"And, while fulfilment companies can also start to personalise updates, there still appears to be no better or more impactful solution than direct communications from the retailer."

Once opened, delivery update emails offer brands and retailers the opportunity to further engage with shoppers based on their personal preferences. 42% of shoppers said receiving personalised offers in delivery updates makes them more likely to repeat purchases.

O’Connor added: "At a time when it is becoming increasingly expensive to acquire and retain shoppers, and even more difficult to get customers to convert for both structural and economic reasons, a well-orchestrated and personalised post-purchase strategy gives retailers an opportunity to move closer to shoppers and delight them with an excellent experience which grows direct customer relationships and encourages repeat purchases."