Online retail

A seemingly minor function can make a big difference. Track and trace satisfies numerous customer needs in one go. An analysis by Swiss Post shows that customers check the progress of their consignments five times on average.

But we are far from seeing online tracking services offered across the board by all retailers. A vast array of other functions often take higher priority when setting up and running an online shop. Track and trace may seem superfluous to some as the parcel will be sent and delivered come what may – usually in just one to three days. However, an analysis by Swiss Post shows that customers check the progress of their consignments five times on average. Why is that?

In my opinion, the most important yet most overlooked reason why customers use track and trace for the first time after placing an order is that it gives them confirmation from a trustworthy third party that the order has been successful. The customer has peace of mind knowing that the ordered goods really are on their way. Tracking an item can also increase their anticipation for receiving their order. This means a positive experience in the customer journey right from the start, even though the goods have not yet been delivered.

The customer can then later find out when the item is due to arrive the next time they access track and trace. Prior experience from other orders and the estimated delivery times shown in the system help the customer work out whether they will be at home at the scheduled time. This additional positive effect of track and trace means the customer is able to make arrangements for the consignment. Even in cases where the customer is not at home and they have been notified or the parcel has been deposited, for example, they feel secure in the knowledge that their parcel is waiting for them at home or available for collection at the nearest branch.

The primary benefit of track and trace is therefore satisfying the customer’s need for peace of mind, which neatly rounds off a positive customer journey.

But it is not just customers who can reap the benefits; the retailer sending the item can also reduce the workload of their customer service team. As the customer can track their consignment online, fewer queries need to be handled.

Swiss Post offers various solutions to its business customers. These include a tracking link which is simply integrated manually or automatically into the online purchase confirmation e-mail, as well as technical interfaces allowing business customers to display their data to the customer directly in their front end.

As you can see, it may only be a small feature but it makes a lot of impact.