Retailers and brands that outsource post-purchase updates to third-party fulfilment or courier companies could be missing out on valuable customer engagement opportunities. That’s according to the latest research from delivery management platform Scurri.

In its ‘Getting personal in the last mile and beyond’ report, research among 1,000 UK consumers showed that 81% always open delivery updates from a retailer or brand, while only 38% always open unbranded updates detailing the progress of their delivery.

There’s plenty of anecdotal evidence regarding consumers being frustrated about getting a delivery update from a courier company with no mention of the retailer or product, causing confusion about exactly what’s being delivered.

In this study, 53% of respondents said they find receiving unbranded updates from a carrier or courier company “confusing… as they don’t always know which order it is referring to”, increasing to 65% of Gen Z and Millennials “indicating lost opportunities among prolific and online-first shoppers”.

And the report highlights that “unbranded delivery updates risk eroding trust amongst shoppers, who are increasingly intolerant of bad customer experience”, with 69% of respondents indicating they are wary of third-party delivery updates as they think they might be scams – increasing to 76% of Gen Z shoppers. 

Once opened, delivery update emails “offer brands and retailers the opportunity to further engage with shoppers based on their personal preferences with 55% of respondents saying they are happy to receive personalised offers in tracking and shipping updates but only if they can opt out of ongoing brand communications once the item is delivered. Meanwhile, a further 42% of shoppers said receiving personalised offers in delivery updates “is a benefit that makes them more likely to repeat purchase”.

Rory O’Connor, founder and CEO, Scurri, said: “The standout finding is that customers will open emails if they are from the retailer or brand as distinct from a third-party courier or carrier.  And, while fulfilment companies can also start to personalise updates, there still appears to be no better or more impactful solution than direct communications from the retailer.

“At a time when it is becoming increasingly expensive to acquire and retain shoppers, and even more difficult to get customers to convert for both structural and economic reasons, a well-orchestrated and personalised post-purchase strategy gives retailers an opportunity to move closer to shoppers and delight them with an excellent experience which grows direct customer relationships and encourages repeat purchases.”