S1E2 - Why is Tracking so Important in the Customer Experience of Retail

Welcome back to The Future of Ecommerce, a podcast series by Promis. I'm your host, Ava, and today we're exploring a critical piece of the e-commerce puzzle, why tracking is so important in the customer experience of retail. We'll dive into how tracking builds trust and satisfaction, its direct connection to repeat purchases and real-world examples of its impact. Joining us today is Cameron, Chief Product Officer at Promis, whose help leading retailers transform their post-purchase experience.

In today's competitive e-commerce landscape, tracking isn't just a nice-to-have, it's a necessity. Studies show that 83% of customers actively track their orders, and 91% of them say it's important to know the status of their delivery. But why does tracking matter so much? And how does it influence customer loyalty?

Let's find out. Cam, let's start with the basics. Why does tracking matter so much to customers? It all comes down to psychology.

When customers make a purchase, they're handing over their money and trust. Tracking helps bridge the gap between that moment and when they finally receive their product. It reduces anxiety and gives them a sense of control. Think about it.

No one likes the feeling of not knowing. Tracking provides transparency, which directly impacts trust and satisfaction. Can you share some examples of how tracking impacts these emotions Absolutely Let me share a compelling example from a mid fashion retailer Before implementing a robust tracking system their customers had to rely solely on carrier updates which are often delayed fragmented and unclear This lack of visibility created significant frustration, resulting in where is my order or WISMO calls making up a whopping 35% of their customer service volume.

Recognizing the problem, they decided to overhaul their tracking system by introducing branded tracking with real-time updates and proactive notifications. The transformation was remarkable. Within just six months, Wismo calls dropped by 47% and customer satisfaction scores surged by 29%. The secret to their success?

They focused on giving customers complete visibility into every single step of the process. from the moment they clicked by now to the second their package arrived at their doorstep. It wasn't just about tracking. It was about creating a seamless, transparent experience that built trust and reduced anxiety.

Let's talk about something every retailer cares about, repeat purchases. How does tracking influence this? Tracking is often overlooked, but it's actually one of the most powerful tools for building customer loyalty. Let me break it down.

First, it reduces post-purchase anxiety. When customers know exactly where their order is and when it's arriving, they're far less likely to feel buyer remorse or frustration Second it builds trust Consistent accurate updates show customers that your brand is reliable and has its act together And finally, it creates positive experiences. A smooth, transparent tracking process doesn't just deliver a package. It delivers peace of mind.

And when customers feel good about their purchase, they're much more likely to come back. What do the numbers say about this connection? The research really backs this up with some fascinating numbers. Nearly three-quarters of customers, 73% to be exact, say they're more likely to buy again from brands that provide clear, real-time tracking updates.

What's even more interesting is that companies using branded tracking see their repeat purchase rates jump by 32% compared to those still using basic carrier updates. And here's the kicker. 67% of satisfied customers become brand advocates, saying they'd actively recommend companies that offer excellent tracking experiences to their friends and family. These numbers tell a compelling story about how tracking directly impacts both customer loyalty and word-of-mouth marketing.

Those are impressive numbers. It's clear that tracking isn't just about logistics. It's about building relationships. Can you share a specific example of how tracking has driven repeat purchases?

One retailer we worked with is a perfect example of how tracking can transform a business Initially they were struggling with poor post communication which was costing them customers Their repeat purchase rate sat at just 15%, a clear sign that something needed to change. Their solution? They rolled out branded tracking with personalized updates and a mobile-friendly interface. The results were incredible.

Within just one year, their repeat purchase rate nearly doubled, reaching 28%, and their net promoter score skyrocketed by 21 points. What made the difference? They didn't just treat tracking as a logistics tool. They made it a central piece of their customer experience strategy, creating a seamless journey that kept customers informed and confident every step of the way.

At the end of the day, tracking isn't just about logistics. It's about building trust and loyalty. Customers want to feel confident in their purchase, and tracking is one of the best ways to give them that confidence. Thank you, Cam, for sharing your expertise.

It's clear that tracking is a game changer for customer experience in retail. If you enjoyed this episode, make sure to subscribe to our podcast and follow us on LinkedIn for more insights into e-commerce. Next week, we'll dive into why is branded tracking so crucial for retailers. This has been the future of e-commerce powered by Promise.

Thanks for listening.