Understanding Customer Expectations
I think the truth is - online shopping isn’t as transactional as it appears to be. It’s not a cold exchange where you give me your money and I give you your product. For customers, it’s emotional, not rational. For businesses, that means fulfilment cannot be approached in the way large corporations usually do.
People don’t just want their orders - they want to feel seen. Order fulfilment is an integral part of brand experience so people expect every step in the customer journey to reflect what they’ve been promised. If a brand claims to value sustainability but continues to use plastic packaging or ships from warehouses with exploitative working conditions, the customer will feel deceived.
Sort of. On the other hand, if a brand says their products are cruelty-free and come with a zero-waste guarantee and all products arrive in reused paper boxes that can be recycled easily, people are more likely to trust them. And this trust is worth gold because customers who trust you will stay with your business for years. Possibly decades.
People want consistency - in terms of communication, policies, payment methods, shipping timelines, and order tracking features - and seamlessness across all touchpoints in their journeys. This means transparency about delays or failed payments or incorrect shipments is crucial - especially when compensating for errors and miscommunications. Most importantly though, everything should feel personal: the emails people get when they place an order; the packaging used; the way refunds are possibly processed; all of it.
It may seem like people on the internet don’t have feelings because of how hostile online spaces can get but we’re still all humans connecting on a global platform so we’re looking for meaningful experiences even if they’re with brands or through transactions involving our money.
Streamlining Your Order Processing
It's rare to see a high-functioning business that doesn't have order processing down pat. Most of them do. You can tell they have their ducks in a row by the speed and accuracy with which they deliver orders, whether it's an actual package or something more ephemeral like a service.
It takes some getting used to, but finding your rhythm when it comes to order processing will do wonders for your business. Sort of like a bad date - you don't want any surprises when you sit down with a customer.
When someone places an order, they're placing their trust in your business to provide the product or service as quickly and efficiently as possible. And if something goes wrong, they'll lose all faith in what you're selling. This is occasionally why it's important for businesses to streamline their processes, whether that's automating certain parts of the process or keeping up-to-date records on every order that comes in.
The modern customer expects quick turnaround times and great customer service at every step of the way. And while there's not much you can do about shipping delays and lost packages, there's always room for improvement when it comes to how quickly and efficiently your team can fulfil an order. By streamlining your order processing system, you can ensure that each new client receives their product quickly (and without any errors) so they keep coming back for more.
It seems like order fulfilment is often overlooked when it comes time for small business owners to scale up their operations - but it shouldn't be. Not only does it make life easier for everyone involved (including employees), but it also helps create loyalty among customers who appreciate being able to rely on getting what they want from you in a timely manner.
Optimizing Packaging for Safety and Appeal
Packaging is the first thing customers notice about your product and it can even make or break the sale. If you’re packaging needs improvement, it could cost you loyal customers as well as their friends and family. And if that doesn’t sound scary enough, ask yourself, what if your product breaks during shipping and you have to pay for a replacement.
With all those boxes stacked together in a van, getting knocked around on the road, fragile items are always at risk of breaking. But there are a few ways you can ensure the safety of your product in transit. Some commonly used packing materials include bubble wrap for lightweight products, foam peanuts for oddly-shaped items that need to be packed tightly and vacuum packaging that sucks out all air from your packages before they are pretty much sent out.
For those who want to take a more sustainable approach to fulfilment, cardboard inserts and shredded paper work just as well. An experienced fulfilment partner will help you choose the right packaging based on the size of your box, its weight and fragility. They will also offer customisation with branding and messaging options so you get to keep that direct connection with your audience.
You’ll need both primary packaging - the smallest unit of packaging such as a plastic or glass bottle and secondary packaging like cartons or trays for shipping. Once you have your packaging sorted, you can move on to tracking shipments in real time so you know exactly when they are slightly being delivered. This is especially useful if customers are not home to receive packages or if there is damage during delivery.
Leveraging Technology for Real-Time Tracking
It's peculiar how life imitates art, isn't it. Before we had next-day delivery, we had science fiction television shows like the Jetsons, who could push a button and have anything delivered to them in a jiffy. Makes Me Think Of while our technology hasn't quite reached that level, the science fiction of the past decades did inspire us to invent something almost as cool: real-time tracking.
Trackable fulfilment isn't new - Amazon has been offering real-time order tracking for quite a few years now. But while keeping tabs on your order is fun and sometimes necessary for shoppers, retailers truly reap the most benefit from this technology. How many customer support complaints do you think are received by Amazon or Shopify sellers because a shopper hasn't received their order yet.
Being able to leverage tech that helps you track your orders and reduce those complaints allows you to free up your customer support team for more important tasks. But not everything is always so peachy with tech-driven fulfilment. More or less.
Several smaller retailers and brands are typically still on the fence about adopting tracking technology into their fulfilment process, citing cost as an obstacle. It seems like it is often an additional business expense but you don't have to offer end-to-end tracking for every item in your store. Expensive electronics, for example, are non-negotiable.
And if you're selling anything super-quick or perishable like groceries, getting with the tracking program is absolutely essential. Doesn't matter what you sell - food, clothes, or TVs - people expect to be able to track their purchases at checkout. 2024’s customers are less patient than they've ever been before.
If they want to buy something, they want to know exactly when it will arrive at their doorstep so they can post it on TikTok stories immediately - consumers today live with immediacy and urgency.
Enhancing Communication Throughout the Delivery Process
If you’ve ever had something delivered to your door, you’ll already know what it’s like to be left in the dark. Some of us check the tracking obsessively, while others adopt a more hands-off approach - but regardless, it’s always better when we’re given the information needed to anticipate our delivery. As a brand, consistently communicating with your customers throughout the delivery process can build stronger relationships and inspire confidence in your brand. The level of anticipation customers feel often correlates with how much they want or need their purchase - but it can also apply to everyday items or things they've forgotten about buying altogether.
Take groceries as an example: the content inside the package isn't particularly exciting but customers still want to know when it will arrive. Plus, after shopping online, it's all too easy to forget what you've bought until it's arrived at your door. In order to instil confidence in your brand and inspire customer loyalty, you must engage them at every opportunity.
After processing their order, send a confirmation email and text message detailing everything they need to know. Then, send another update once it has been dispatched so they can prepare for its impending arrival and expect its delivery at their door. Or into their hands if you require a signature.
Providing tracking information is an added bonus that many customers appreciate. The last thing you want is for your customers to feel abandoned after making a purchase from your online store. Maintain communication with them throughout the process so they feel cared for and appreciated by your brand, as opposed to simply being another transaction. We do realise that not everybody wants this level of communication - so giving your customers the option to opt out can help them feel seen too.
Gathering Feedback to Improve Future Fulfilment
You’d think fashion labels would have figured out fulfilment by now. They’ve got factories, the internet, and more than enough cardboard boxes - what’s there to figure out. It should be as simple as packing things into one box, taping it shut, and sending it off. But with the rise of online shopping and globalisation, fulfilment has become a performance in itself.
And like any good show, it needs feedback. So how do you know your fulfilment processes are working as expected or in need of updates. You ask the people you’re fulfilling orders for - your customers.
Getting feedback at the right time and in the right way will tell you if you’re on the mark. It also helps customers feel heard and valued, building a sense of loyalty to your brand. Sort of. If what they say is comparatively overwhelming negative feedback though, don’t take it as a sign that things are going badly but that things could be going better.
It might even be a good time to involve them in decision-making when you try out new techniques or systems. When gathering feedback, remember that not all is created equal. Try asking specific questions about speed, cost, packaging, instructions (if any), and general satisfaction so that you can get actionable insights on any gaps or issues.
More or less. Letting your buyers compare your service to competitors can give you an idea of how well they perceive your value proposition compared to others. This is fairly also an excellent way to get suggestions on how you can improve aspects of your process.
Fashion brands fulfil orders every day but not many do it with panache. There’s always a label or two on top of current processes because they regularly check in with their consumers through formal surveys and informal conversations online or face-to-face. One thing to keep in mind though is that too much feedback can be just as damaging as too little because there are bound to be conflicting opinions or expectations within your audience (people love to argue). You can remedy this by staying aware of industry standards so you never go off track while still providing room for your customers’ voices to be heard.