When we polled online retailers about their biggest shipping headaches of 2023 last month, we found that the number one tracking challenge for brands of all sizes is difficulty differentiating their customer tracking experience.
This month, we’re inviting consumers into the conversation to help separate the tracking value-adds from the nice-to-haves.
What consumers want
The top three qualities consumers want from a tracking experience are visibility (estimated delivery date information), simplicity (ability to see all tracking information without providing a log-in), and interactivity (the option to sign up for SMS/text updates).
The value of branded tracking
Branded tracking for the sake of branded tracking ranked unceremoniously last for consumers of all ages. But the second-highest priority—ability to see all tracking information for their order without having to enter any log-in information—is something that is either impossible or clunky on many carrier-branded pages.
What’s more, the average consumer’s third priority—and the #2 priority for GenZers and Millennials—is the ability to receive SMS/texts updates. While carrier pages usually support text updates, branded tracking allows retailers to leverage text updates to sign customers up for marketing texts.
Additionally, branded tracking pages serve as a valuable tool for retailers to establish anticipation and maintain a post-purchase connection with customers, employing context-aware strategies to tailor the experience.
One of our favorite examples of context-aware tracking is an enterprise pet supply brand tailoring its delivery tracking page to subscription status: subscribers see options to fine-tune their subscription and visit their nearest store location, while on-demand customers receive promotional offers incentivizing subscription sign-ups.
That’s just one example—brands can also tailor tracking experiences by the type of item purchased, loyalty status, or even whether a customer upgraded shipping speed. We encourage retailers to get creative and personalize tracking in whatever ways create most value for their brand and customers.
By using a branded tracking page, online retailers can give their customers the experience they want while boosting post-purchase engagement and creating opportunities for repeat purchases.
BOXpollTM by Pitney Bowes, a weekly survey on current events, culture, and ecommerce logistics. Retailer survey conducted by Pitney Bowes // 398 US retailers surveyed May-July 2023. Consumer survey conducted by Pitney Bowes with Morning Consult // 2200 US consumers surveyed September 2023. © Copyright Pitney Bowes Inc.