Courir x Shipup: The post-purchase experience as a growth lever

Shipup impact

• +50% reduction in time spent on carrier claims
• 2X lower contact rate compared to eCommerce average
• +60% post-purchase email open rate

A staple in the world of sneakers since 1980, Courir counts 280 stores in France and almost 50 in Spain, Belgium, Portugal, Luxembourg and the Netherlands. It intends to pursue its international development by strengthening its presence in these countries, developing omnichannel sales and opening in new countries.

An exponential e-commerce growth for Courir

With the Covid crisis and the lockdown periods, Courir’s online sales skyrocketed, representing nearly 20% of the group's turnover today. The e-commerce team has grown to around fifteen people, allowing for the development of synergies between websites and stores. With the implementation of the SoCloz platform, an OMS solution in all its stores, the brand has managed to position itself as a leader in the shopping experience. 

Providing a customer experience worthy of a leader through Shipup 

Courir sought to achieve several goals by enhancing its post-purchase experience. The first was to provide a customer experience worthy of a leader from the beginning to the end of the customer journey. The second: harness the marketing potential of email notifications. And last but not least:  improve the efficiency of customer service.

"The more proactive we are, the less likely our customers will be motivated to shop elsewhere. That's why when they decide to make a purchase on Courir's website, they should benefit from an excellent customer experience, not just at the time of purchase, but right up until they have their sneakers on their feet!"

– Graziella Kaeuffer, Customer Experience Director

An outstanding post-purchase experience means allowing the customer to always know their package’s whereabouts, without any effort on their part. The information must be clear, easy to retrieve and understandable. In order to achieve this, Courir wanted its customers to stay within their brand universe and not switch to that of the carrier after making a purchase. 

Thanks to Shipup, all the information from different carriers is centralized on a single platform, in a standardized format and in the brand's colours, regardless of who the carrier is and where the customers are located.
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An unparalleled marketing opportunity thanks to an exceptionally high engagement rate

Shipup’s delivery email notifications have an exceptionally high open rate– around 60%. This represents an extraordinary opportunity, considering that the average open rate in e-commerce is 40%. Furthermore, the click-through rate for these emails stands at 45%. What’s more, Courir enjoys 4 visits on average to the customized package tracking page, hosted directly on Courir's website. It goes without saying that these email notifications are a fantastic marketing channel.

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A contact rate 2X lower than the e-commerce average‍

From a customer service perspective, it was essential to reduce the number of WISMO (Where Is My Order?) contacts by automating certain processes. Every query about an order's location and every complaint represents a cost for the client. The clearer the information available to the customer, the more they trust the process and the less they call customer service. Indeed, 18 months after implementing Shipup, the average customer contact rate was 4%, while the average for e-commerce stands at around 8%.

Which Shipup features were implemented and how was the transition?

‍‍The collaboration between Courir and Shipup began with a 3-month POC (Proof of Concept) for two carriers in France. It continued with the deployment of the solution across all delivery channels, in all countries, and with the installation of the Feedback functionality and the Claim feature in beta testing.

POC Results

The POC highlighted email open and click rates, showing that the order tracking page was regularly consulted and met a genuine need of the customers. Having taken place at the end of the year, the POC also demonstrated an improved response time by customer service, thanks to the Chrome extension that facilitated access to information. With Shipup, the contact rate remained low despite the holiday season.
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Sending Surveys at the Most Opportune Time to Measure Customer Satisfaction

Courir was already measuring its customers' satisfaction post-purchase using Goodays, a customer experience management module. Now, thanks to Shipup, it's possible to measure it after the parcel has been delivered. These two measurement levels provide greater accuracy and facilitate analyses of carriers’ performance, making it possible for Courir to challenge them.

Moreover, Shipup allows satisfaction surveys to be automatically sent immediately after package delivery. Courir's customer service team systematically receives an alert when a customer is unsatisfied – prompting the team to proactively reach out to them in order to solve the issue. With the e-tailer taking action rather than the client when a problem arises, the customer experience is improved as they are made to feel listened to and taken care of with a hassle-free process. Case in point: customers can even send photos if a product is damaged, with all the necessary details filled in. With these surveys, Courir was able to gain a global picture of its customer satisfaction, with the ability to measure its NPS (Net Promoter Score) by carrier as well as by market.

And the figures are there: through Shipup's automatic surveys, Courir successfully converted its detractors into promoters, gathering over 40,000 customer feedback answers since its implementation.

An Innovative Claims Feature

Shipup’s Claim feature allows Courir’s customers to initiate a claim directly at the time of delivery without the need to fill out a form, offering them a seamless experience. On their end, customer service team members can also initiate a dispute from the Shipup platform without having to visit the carrier's website. The result: a 50% reduction in the time spent on claims!

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