How 10 Big Names In Australian Women's Fashion Do Post-Purchase

The shopping experience of your customers doesn’t end after they have clicked the ‘buy’ button. Once a customer makes an online purchase on your site, there’s an anticipation that is built up from the time the customer checks out to when the purchase is delivered.

You then have an opportunity to convert one-time shoppers into brand advocates by providing a positive and memorable experience at this time.

With the rise of the omnichannel customer who expects nothing less than a personalised shopping experience, it is vital more than ever to ensure a consistent and strong branded experience throughout the entire customer journey online and offline.

Following the release of our Women’s Fashion Online Checkout Usability Report, this report explores the post-purchase experience of ten Australian retail brands listed below.

Get the Women’s Fashion Online Checkout Usability Report here.

The Good, The Bad and The Ugly

1. Just Jeans

Purchase item: Heidi Strap Back Cami

The Good	Received order confirmation email shortly after checking out
	Order confirmation email included the customer service information and other product recommendations
	Order confirmation reflected their brand personality and included their facebook link and site navigation links
	Received a shipping confirmation email the next day which contained the tracking information
	Item was delivered after 4 business days which was within their specified estimated delivery time of 3-7 business days
	Included the customer service contact information inside the package
	Included an A4 order slip with the tax invoice and returns information
	Included package protection for the item; item was in a clear plastic sleeve with tissue paper
	Item was neatly packed and protected and the parcel was the appropriate size for item
The Bad	Shipping confirmation email didn’t indicate an estimated arrival date
	No return postage label inside
	No thank you note
and The Ugly	No branding on the package and the company name was written only in the sender’s section
	Used a standard plain white post bag; it was hard to tell where it is from as the only branding is in small text found the in sender’s return to section
	No customer survey or feedback form inside the package or email

2. Portmans

Purchased item: Stripe panel Milano Top

The Good	Received order confirmation email shortly after checking out
	Order confirmation email layout reflected their brand personality and had links to their social media accounts, customer service information and navigation links back to their website
	Order confirmation email included other product recommendations
	Received a shipping confirmation email the next day which contained the tracking information
	Item was delivered after 3 business days which was within their specified estimated delivery time of 3-7 business days
	Included the tax invoice, returns information and item in a plastic sleeve; an A4 sized paper included the tax invoice, item/purchase info and social media icons; and at the back of the paper was the return info and return slip
	Item was in a clear plastic sleeve with tissue paper
	Item was in a clear plastic sleeve with tissue paper
	Item was neatly packed and protected and the parcel was the appropriate size for item
	Included the customer service contact information inside
The Bad	No indication of estimated arrival date in the shipping confirmation email
	No return postage label inside
	No thank you note
and The Ugly	No branding on the package and the company name was written only in the sender’s section
	Used a standard plain white post bag; it was hard to tell where it is from as the only branding is in small text found the in sender’s return to section
	No customer survey or feedback form inside the package or email

3. Witchery

Purchase item: Stripe split hem tank

The Good	Received order confirmation email shortly after checking out
	Order confirmation email included the estimated delivery date
	Order confirmation email layout reflected their brand personality and had links to their social media accounts, customer service, delivery and site navigation links
	Order confirmation email included some frequently asked questions
	Received the shipping confirmation email after 2 business days which included tracking information and the estimated arrival date
	Shipping confirmation email included more frequently asked questions on the delivery of the item as well as exchanges and returns information
	Shipping confirmation email also included social media links and customer service information
	Item was delivered after 3 business days which was within their specified estimated delivery time of 3-5 business days
	Item was neatly packaged up
	Item wrapped in white tissue paper with the Witchery sticker to seal
	Included the returns information and customer service information inside the package
	Included package protection for the item; the item was covered with tissue paper
	Included an A4 sized packing slip with a thank you note, order information and returns and exchanges info (fill out form for reason of return) inside the package
The Bad	Delivery slip was in a clear sleeve and taped to front of parcel, however it is over the seal making the package hard to open
	The package had a QR code in front but was too small to scan and didn’t state what it’s for
	The packaging appeared impersonal and very uninteresting
	No return postage label.
and The Ugly	No branding on the package and the company name was written only in the sender’s section; Although, it was easy to see who it is from as the sender info was clearly displayed.
	Package was neat but boring; it was very transactional and didn’t have their brand’s personality
	Used a Startrack express post bag
	No customer survey or feedback form inside the package or email

4. Jeanswest

Purchased item: Kendra Jacquard tape cami

The Good	Received order confirmation email shortly after checking out
	Order confirmation email layout reflected their brand personality and had links to their social media accounts, customer service, site navigation links and other useful information
	Order confirmation email layout was clean; the important information were placed in boxes and labeled accordingly which made it easy to find specific information
	Received the shipping confirmation email the next day which included tracking and returns information
	Shipping confirmation email also reflected the brand personality and included the social media links and other useful links
	Item was delivered after 3 business days after order date
	Item was inside an easy to open branded Jeanswest shopping bag
The Bad	The estimated delivery dates was not indicated on their site nor in their confirmation emails
	There was nothing inside the package apart from the purchased item
	Item was not even in a protective sleeve
	No receipt or order information or thank you note inside
	Item was also in bad condition
	No return postage label inside the package
	No customer service information inside the package
	No returns information inside the package
	Confirmation emails did not include the estimated delivery dates
and The Ugly	No customer survey or feedback form inside the package or email
and The Ugly	No product recommendations in the confirmation emails

5. Birdsnest

Purchased item: Betty basics Prague cami

The Good	Received order confirmation email shortly after checking out
	Received the shipping confirmation email 2 days later which included tracking, customer service and returns information
	Shipping confirmation email used a creative subject line – ‘Birdsnest Parcel Flying’
	Item was delivered after 2 business days which was within their specified estimated delivery time of 2 business days if orders were placed before 1pm and within NSW or capital city
	The packaging reflected perfectly their brand personality and was personalised
	Packaging was excellent. They had a fully custom branded mail bag. Their social media icons and hashtags are clearly displayed on the package. The gave a community feel and messaging through the packaging used. They referred to their warehouse as “nest”. The packaging told their brand’s story – about the company and who they are.
	The item was inside a red woven bag. Inside this bag was a catalogue, a personalised hand written thank you note with the customer’s name. There was also a free “spontaneous gift just for you” card offering free delivery on next purchase. They also included an infographic card showing the Birdsnest story with instructions on how to create your free online personalised style guide.
	Item was inside the red woven drawstring bag and was wrapped SUPER neatly and cutely in white tissue paper and sealed with tape and a red Birdsnest thank you sticker
	Customer service and returns information were included inside the package
	This is the best packaging we’ve seen so far. It created a lasting impression with its personalised and branded packaging. It had a very gift feel to it and didn’t feel as if it was just another purchase.
The Bad	Order confirmation email did not reflect their brand personality. They used plain text and had the order number at the very bottom of the email. The email didn’t include their customer service information nor social media links.
	Shipping confirmation email also didn’t reflect their brand personality and did not indicate an estimated arrival date
	No return postage label inside the package
	There was no invoice or order details inside the package
and The Ugly	No customer survey or feedback form inside the package or email
and The Ugly	There were no other product recommendations in the confirmation emails or inside the packaging

6. Sportscraft

Purchased item: Miranda linen shell

The Good	Received order confirmation email shortly after checking out
	Order confirmation email included the estimated delivery date
	Received an order dispatched email from Sportscraft the next day which included tracking information
	Received a shipping confirmation email from Australia Post the next day after purchase date containing the tracking information and estimated delivery date
	Received an email from Australia Post 4 business days from purchase date that the item was to be delivered that day and another email stating that the item has been delivered
	Item was delivered after 4 business days which was within their specified estimated delivery time of 3-7 business days
	Post bag had a handle like a regular shopping carry bag but a post parcel making it easy to carry
	Used branded packaging with a large company logo printed on the post bag
	Packaging was slim, compact and reusuable
	Item was in a clear plastic sleeve
	Included an A4 sized packing slip with order details and returns and exchange information inside the package
	Received a customer survey/ feedback email 8 business days after purchase date
The Bad	No thank you note
	No customer service information and returns postage label
	Order confirmation email was generic and had no branding; it also used light gray colored font which made it a bit difficult to read
	Order confirmation email had no customer service information, delivery and returns link, social media accounts and site navigation links
and The Ugly	There were no other product recommendations in the confirmation emails or inside the packaging

7. Saba

Purchased item: Antonia trapeze tank

The Good	Received order confirmation email shortly after checking out
	Order confirmation email included the estimated delivery date
	Received an order dispatched email from Saba the next business day which included tracking and delivery information
	Received a shipping confirmation email a day after the order dispatched email from Australia Post containing the tracking information and estimated delivery date
	Received an email from Australia Post 4 business days after the purchase date that the item was to be delivered that day and another email stating that the item has been delivered
	Post bag had a handle like a regular shopping carry bag but a post parcel making it easy to carry
	Item was delivered after 4 business days which was within their specified estimated delivery time of 3-7 business days
	Used branded packaging with a large company logo printed on the post bag
	Packaging was slim, compact, resealable and reusuable
	Item was in a clear plastic sleeve
	Included an A4 sized packing slip with order details and returns and exchange information inside the package
	Received a customer survey/ feedback email 5 business days after purchase date
The Bad	Two days after the purchase date, an email from Saba Customer Care was received stating that they were unable to provide the original order. They indicated two potential reasons for this which were due to either not meeting their quality control or overwhelming demand for this item. Additionally, they stated that a refund of the item has been processed back to the payment method used to purchase the order which will take three days to appear in the account.Receiving this email notification meant the following: – Saba didn’t reserve the item at the time of the sale or purchase – Saba indicated in the shopping cart page that it was in stock for the delivery option but didn’t double check for the availability when the item was sold
	No thank you note
	No customer service information and returns postage label
	Order confirmation email was generic and had no branding; it also used light gray colored font which made it a bit difficult to read
	Order confirmation email had no customer service information, delivery and returns link, social media accounts and site navigation links
and The Ugly	There were no other product recommendations in the confirmation emails or inside the packaging

8. Sussan

Purchased item: Knitted tee

The Good	Received order confirmation email shortly after checking out
	Order confirmation email included the estimated delivery date
	Order confirmation email layout reflected their brand personality and had links to their social media accounts, customer service, delivery and returns information and site navigation links
	Received the shipping confirmation email after 2 business days which included tracking information and the estimated arrival date
	Shipping confirmation email was also branded and included social media links and customer service information
	Item was delivered after 3 business days which was within their specified estimated delivery time of 3-5 business days
	Item was neatly packaged up
	Item was wrapped tightly in branded tissue paper and placed inside a branded fabric drawstring bag
	They also provided a post bag for free returns.
	Brand messaging was clear. They provided easy to follow and comprehensive returns information.
	Included a branded envelope that contained a thank you note, order information and returns and exchanges info inside the package
The Bad	The delivery slip was in a clear sleeve and taped to front of parcel, however it was over the seal making the package hard to open.
and The Ugly	The company name was written only in the sender’s section.
	Outside packaging was neat but boring. It was very transactional and didn’t have their brand’s personality.
	Used the old Australia Post Express Post Bag
	No customer survey or feedback form inside the package or email

9. Sportsgirl

Purchased item: Print off shoulder shirred crop top

The Good	Received order confirmation email shortly after checking out
	Order confirmation email included the estimated delivery date
	Order confirmation email layout reflected their brand personality and had links to their social media accounts, customer service, delivery and returns information and site navigation links
	Received the shipping confirmation email the next day which included tracking information and the estimated arrival date
	Shipping confirmation email was also branded and included social media links and customer service information
	Item was delivered after 2 business days which was within their specified estimated delivery time of 3-5 business days
	Item was inside a calico Sportsgirl branded carry bag
	Included a branded envelope that contained a thank you note, order information, returns and exchanges info, customer service information and social media account links inside the package
	Received an email from Sportsgirl inviting to follow them on social media
The Bad	The delivery slip was taped to front of parcel, however it is over the seal making the package hard to open.
The Bad	No return postage label inside the package
and The Ugly	The company name was written only in the sender’s section
	Outside packaging was neat but boring. It was very transactional and didn’t have their brand’s personality.
	Used the old Australia Post Express Post Bag
	No customer survey or feedback form inside the package or email

10. General Pants Co.

Purchased item: Open back cami horse shoe print

The Good	Received order confirmation email shortly after checking out
	Order confirmation email layout reflected their brand personality and had links to their social media accounts, customer service, returns link and site navigation links
	The thumbnail image of the item was big and clearly visible.
	Received the shipping confirmation email the next day which included tracking information and the estimated arrival date
	Shipping confirmation email was also branded and included social media links and customer service information
	Item was delivered after 2 business days which was within their specified estimated delivery time of 3-5 business days
	Used branded packaging – the General Pants Co. shopping bag
	The package was easy to open with resealable sticky tab.
	Included a 15% off voucher for the next order which can be redeemed both online & in-store
	Included a packing slip that contained the order details and returns information.
	Received an email from General Pants Co. 5 business days from purchase date to provide a review on the purchased item and get a chance to win a $500 wardrobe
The Bad	No thank you note
	No customer service information and returns postage label
	Confirmation emails didn’t include the estimated delivery date
and The Ugly	Item was inside a thin plastic sleeve; item could have been packed better for protection and branding
	Returns information inside the package was confusing and unclear. It said to find form online but the form was written on the packing slip.
	No customer survey/feedback inside the package

Close that loop

According to Neil Patel, “brands and their marketers make the mistake of thinking of conversions as one-time deals, when in fact customers who have made purchases are the ones most engaged and receptive to your brand’s subsequent marketing efforts.”

Retail brands have long emphasised customer touchpoints – the various critical moments when customers interact with your brand and your offerings on their way to purchase. But the narrow focus on maximising satisfaction only at those moments leading up to purchase can create a distorted picture, suggesting that customers are happier with the brand than they actually are. It diverts from the bigger – and real – picture: the customer’s end-to-end journey.

Focusing on the post-purchase experience is an integral part of the customer’s entire journey. As seen from the techniques used by the Australian retailers from the women’s fashion industry, there are many ways to excel in the post-purchase experience.

You can keep the brand messaging consistent and continue the conversation instead of leaving it up to third-parties like Australia Post or other logistics company focused solely on delivery. Provide a way for your customers to connect through social channels, sign up for newsletters or updates and easily find answers to frequently asked questions (just like Witchery’s order confirmation email) without needing to leave the branded experience.

Through order confirmation emails, you can provide your customers with relevant and personalised information to increase customer engagement. According to the Experian Marketing Services report, “customers engage with transactional emails such as order, shipping and return/ exchange notifications at a much higher rate than they do with promotional and branding-focused campaigns.” Use these emails to promote relevant and related products based on your customer’s previous purchases and preferences.

To keep customers coming back for more, retailers need to close the loop and create an end-to-end customer journey. Interested to chat on how best to do this? Quickly fill out the form at the bottom of this page and someone from our team will contact you. Alternatively, you can get in touch today at +64 9 9201740.

How 10 Big Names In Australian Women’s Fashion Do Post-Purchase

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