It is the small things that really matter in any relationship; including the brand-customer relationship.  As eCommerce websites, it is our job to assure our customer experience even after the shipping lands in the hands of the customer. A little effort on your part before shipping can turn first-time customers into your brand ambassadors. As Maya Angelou said, “people will forget what you said, people will forget what you did, but people will never forget how you made them feel”. Make your experience such that they don’t forget – here are five examples of ways you can woo your customers with order fulfillment.:-


Personalized Notes

This is one of the easiest ways to personalize your sale. Write a small handwritten “thank you” note for the sale to your customer. Address them by their name, thank them for their purchase and say that you hope they will enjoy their purchase. Is the customer a returning customer? Add that you value them being loyal customers. Did you help them with their purchase? Refer to that in your letter. End the letter by informing them that you are there to answer their queries at any point of time. This feel-good letter will encourage them to leave a review on your website / social media. Let them know that you genuinely care about them and want to open room for dialogue between the two of you.

Thank you letter from a store

Free Goodies

Want your customers coming back to you? Occasionally offer them a special discount coupon or gift vouchers to keep them happy and returning.

If there are any customers who have had a bad experience with your brand, you can turn it around by including something extra with their order. Make amends by including a free gift, sample or vouchers or coupons along with an apology letter in the shipment. This would make the experience positive rather than negative.

Special Coupons

Promotional information

Include your product brochure and flyers along with the shipment. After all, they bought a product from your store and are likely to buy another if reminded about them. Upcoming sale and collection updates should also be included in the shipment to build up anticipation for your promotions.

Promotional Information – Product Catalogue

Special packing

Create unique packaging material for your brand. This will make your brand easily identifiable and definitely impress your customers. To look at the numbers, it was found in a study that 52% of customers are likely to repeat purchase from online merchants with exclusive packing and moreover, 1 in 2 customers expect their shipment packing to be branded if the retailers provide branded packing in-store. Here is an online brand which is doing it right.- Bonobos, a popular men’s apparel retailer from New York City has distinct packaging that makes it instantly recognizable. The added handle to make the box look like a briefcase is a great creative way of creating a buzz.

Bonobos Packaging

Segmentation for Personalization

Personalization takes time and money. Hence, spending time personalizing all shipping your company makes is taxing. The smart way to go around personalization is through segmentation. Personalize where it is more likely to give you a better return on your effort. Segment customers on criteria such as how much they spend, when their last purchase was, their purchase history and when they were last active. Then choose and invest in building relations with your best customers.


A. Jain