We all shop online. Especially during the busy December month. Although we enjoy receiving and unpacking our orders, there also appears to be a downside: we are inundated with messages about the status of our purchases. But what do consumers really think of this? Time to investigate this and share valuable insights.
In the Netherlands, no less than €34.7 billion was spent online in 2023which represents an increase of 3% compared to the previous year. This amounts to more than 365 million purchases. Interestingly, consumers mainly invest in ‘experiences’, such as holidays, events or other activities, rather than physical products. Yet the question remains: how can communication surrounding these orders be better and more customer-oriented?
Customers want to know where their online purchase is
After placing an online order, consumers mainly want to know whether their purchase has been processed correctly, whether the package is on its way, and when it will arrive. Online shops use various channels, such as e-mail, apps, WhatsApp and SMS, to inform customers. On average, a customer receives 5 to 8 messages per order, and these messages often come from both the webshop and the carrier. But what is too much? When does the customer become frustrated by the information overload?
Together with Mark Kruisman I started a study to find out how consumers experience this communication. We also wanted to understand how online stores can improve their processes to provide more personalized and efficient communication.
From research to insight
This research has provided valuable insights. It appears that the frequency of online shopping is increasing: almost 43% of respondents make between 2 and 5 purchases per month, and 25% even 5 times or more. Interestingly, the male-to-female ratio in this study was almost equal. I personally didn’t expect that.
Insight 1: consumers prefer email as a communication channel
It will come as no surprise, but it turns out that 87% of respondents like to be kept informed about the status of their order. The striking thing is the preference for e-mail: no less than 92% of respondents indicate that they want to receive messages via e-mail.
Push messages or notifications via the webshop app come in second place. This offers web shops the opportunity to optimize their communication by adapting channels to the preferences of their customers. And a combination of channels also appears to work well. Provided it’s not too duplicated.
Insight 2: top 3 most wanted (and unwanted) messages
What exactly do consumers want to know? Of the 15 most common messages about orders, consumers indicate they prefer to receive these 3:
- Confirmation of your order
- Your order will arrive between 12 and 4 p.m
- Your order has been delayed
On the other hand, there are messages that consumers prefer not to receive:
- Request a review of the ordered items
- Whether you are satisfied with your order
- Whether you have received your order
It’s clear: consumers want updates, but are less interested in requests for feedback or confirmations they’ve already received. Web shops can respond to this by communicating in a more targeted and relevant manner.
Insight 3: Avoid duplicate reporting
Duplicate messages are a common source of irritation among consumers. They often receive the same message from both the webshop and the carrier, which is seen as unnecessary. The research shows that consumers do not need this double information.
The webshop should focus on payment and order confirmation messages, while the carrier is responsible for updates once the order is on its way. By clearly separating this communication, you prevent customer confusion and frustration.
Insight 4: sphere as the biggest message giver
In an open question we asked to name 3 web shops that, according to them, send the most messages in response to an online order. It was no surprise to us that bulb tops the list with 85%. Zalando is in second place (13%) and Wehkamp is in third place (9%).
As a webshop, take advantage of this
How many messages do you send to your customers as a webshop? And how many are shipped by the carrier? It’s time to map this customer journey. You may discover that the number of messages isn’t too bad, or you may realize that there is room for improvement. It’s a good time to rethink your communications and improve the experience for your customers.
Tips for improving your customer communication
- Map the current customer journey (after-sales): analyze which messages you send and determine which ones are really necessary.
- Set a standard for messaging: what is acceptable to the customer? What actually provides added value?
- Optimize message frequency and content: ensure messages are relevant and not redundant.
- Determine the division of roles: who is responsible for which messages – the webshop or the carrier?
What does this mean for you as a webshop?
- Improved brand experience and higher customer satisfaction: customers feel taken seriously through relevant and timely communication.
- A ‘cleaner’ customer journey: by eliminating unnecessary messages, you make the customer journey simpler and clearer.
- Less CO2 emissions: Each email has a small carbon footprint (approximately 1 gram of CO2 per email), so fewer messages means a lower impact on the environment.
About this research
The survey was conducted between October and December 2024 with 106 respondents in the Netherlands. The male-female ratio was almost equal. According to CBS, 12.1 million people shop in the Netherlands. Although the number of respondents is relatively small, this research offers valuable insights and advice for web shops that want to improve their communication.
Source: www.frankwatching.com
