With retailers across categories bracing for the impending holiday shopping frenzy, the busiest, most intense online shopping season of the year offers more ᅳ and more impactful ᅳ opportunities for forward-thinking companies to reinforce their overall brand and build customer loyalty.
Every touch point matters on this battlefield as competitors vie fiercely to stand apart from the competition.
From the moment a customer clicks “Buy” until their package is delivered, retailers strive to create a seamless, branded experience. Unfortunately, given the fragmented nature of the retail supply chain, maintaining brand continuity throughout the entire customer journey poses significant challenges for retailers of all sizes.
Retailers can control branding on their websites and marketing materials, but they lose this control after an order is placed. For many brands, shipping updates, tracking information and delivery notifications typically come from the delivery company rather than the retailer, creating a disjointed, occasionally confusing experience that reduces brand visibility and upsell opportunities.
Since most companies don’t own their logistics network, they must rely on the third-party delivery company’s communications technology. Imagine receiving an email or text notification from a third-party service you don’t recognize. Would you even read it?
When retailers put their brand front and center across their customer communications, they maintain brand consistency from checkout to the final mile of delivery.
What is White-Label Shipping?
White-label shipping solutions similar to the latest Grasshopper offering allow retailers to brand third-party logistics software as their own, creating a consistent, end-to-end customer experience on their deliveries. No more confused customers calling your customer service team asking for their delivery status.
Adopting this innovative technology gives retailers an advantage over their competitors when it comes to branding consistency and their customers’ overall delivery experience.
How White-Label Shipping Helps Retailers Thrive
White-label shipping solutions deliver several benefits that can transform a retailer’s operations and customer relationships.
Enhanced Brand Consistency
Brand consistency is a valuable currency when your business has dozens of digital and physical touch points with its customers. A white-label shipping solution allows retailers to extend their brand presence beyond the point of sale to the final delivery.
Consistency throughout the customer journey reinforces the retailer’s identity and messaging at every step along the journey.
From the moment a purchase is made to the time your customer receives their package, every interaction — order confirmation, shipping updates, delivery notifications — carries your brand’s look, feel and voice. Building a cohesive experience not only enhances your brand image but also sets you apart from competitors.
Customer Touch Points Turn Into Sales Opportunities
A white-label shipping solution goes beyond logistics — it’s also a powerful marketing tool. For example, while a customer checks the status of their current order, you can use this touch point as an opportunity to upsell by promoting an upcoming sale, showcasing featured products or introducing new lines.
All of these encourage repeat business. The possibilities for driving traffic back to your site and boosting sales are nearly limitless.
White-label shipping solutions also give retailers access to valuable data on shipping patterns, customer behavior and operational efficiency that they can use to optimize their supply chain, improve customer service and refine their overall business strategy.
A Seamless, More Efficient Customer Experience
Retailers will boost customer confidence by providing real-time, branded shipping updates that create a cohesive journey that feels distinctly theirs. Customers remain more engaged and satisfied with your brand knowing exactly where their purchase is and when it will arrive, all within a familiar interface.
When customers can easily track their orders without contacting customer service, they feel more in control of their shopping experience. This level of “self service” not only satisfies customers but also reduces the workload on your customer service by reducing “Where’s my order?” calls by providing customers with easy-to-access real-time shipping information — from a recognized brand.
Your customer service team is better able to focus on more complex customer concerns, improving overall service quality and operational efficiency, which directly impacts the bottom line.
Shipping Your Way to Success
The postpurchase shipping experience can no longer be an afterthought since it serves as a critical element between the point of sale and final-mile delivery. White-label shipping platforms allow retailers to transform this critical touch point into a powerful tool for building trust, enhancing brand awareness and driving business growth.
A seamless, consistent brand experience extends into every aspect of the customer experience — from purchase to delivery — equipping retailers to differentiate themselves in a crowded market, boost customer satisfaction and operate more efficiently.
As supply chain professionals, it is time to recognize the strategic importance of brand consistency across your supply chain. In an increasingly competitive e-commerce world, a branded customer communications solution might just be the missing piece that completes your brand puzzle.
About the Author
Ori Anavim, Grasshopper co-founder and COO
With a successful track record in building & leading high-performing teams, Ori co-founded Grasshopper to offer technology-based transportation, warehousing and order management solutions to retailers, transportation providers, shippers, and 3PLs.
Grasshopper offers the industry’s most robust AI-powered logistics platform — leading the way with optimized route planning, resource allocation and real-time tracking and monitoring capabilities.