According to a recent study conducted by parcelLab, it has been found that many UK fashion retailers are failing to nurture their customer relationships once a purchase has been completed. The study, which focused on the checkout, shipping, and returns processes of the top 100 UK fashion retailers, highlighted key areas where customer communication was lacking.
While some retailers such as JD Sports, Missguided, and Hugo Boss were praised for their exceptional customer experiences, a staggering 93% of leading UK fashion retailers were found to be lacking in post-checkout engagement with customers. Additionally, a whopping 99% of these retailers stopped marketing to customers as soon as a purchase was made, missing out on valuable opportunities to build lasting relationships.
The study encompassed a wide range of retailers, from luxury brands to department stores, and revealed a common trend of neglecting personalized communication with customers after the checkout process. This lack of engagement was seen as a missed opportunity to enhance the overall shopping experience, particularly during the shipping process.
One of the study’s most surprising findings was that 99% of retailers did not offer personalized post-checkout experiences through tailored shipping communications. With tracking emails having a high opening rate, this was seen as a significant oversight by experts. Additionally, many retailers directed customers to the carrier’s tracking page instead of a branded one, potentially impacting customer engagement.
Furthermore, the study showed that only 16% of retailers offered delivery time slots, while just 31% provided an exact delivery date. Despite these features being popular among shoppers, a majority of retailers failed to offer them. However, one positive aspect highlighted in the report was that UK retailers consistently delivered parcels within the predicted timeframe.
In terms of the returns process, the study found that 64% of fashion retailers offered in-store returns as the most common option. However, 11% of retailers required customers to independently arrange their returns, a practice that was considered outdated in today’s retail landscape.
Overall, the study stressed the importance of maintaining a customer-centric approach throughout the entire shopping journey, including post-checkout communication. By investing in personalized experiences and offering convenient shipping and returns options, UK fashion retailers can improve customer satisfaction and loyalty.
For more information about improving customer relationships in the fashion industry, check out these helpful links:
Retail Dive Article
Forbes Article
