bonprix success story with parcelLab
bonprix is a major player in online fashion globally, operating in over 30 countries. They were named ‘Best E-Commerce Site 2022 – Fashion’ at the Favor’i awards (organised by BFM Business and FEVAD) and offer thousands of products across women’s, men’s and kids clothing and accessories. bonprix’s strength lies in its wide inventory, its excellent quality/price ratio and its five-star customer experience.
Post-purchase experience as a lever for customer loyalty
Several years ago, the French bonprix team identified the post-purchase phase of the customer journey as an important driver for customer loyalty and satisfaction. Newly appointed executive director, Jean-François Van Gool prioritised operational excellence and customer satisfaction from day one and quickly identified post-purchase experience as high priority for the brand.
bonprix customers are, by and large, loyal. But, at a time when competition was ramping up, simply relying on quality products and a user‑friendly website was no longer enough.
Up to this point, the post-purchase journey for bonprix customers was similar to most brands: notifications from time to time, mostly from the carrier. As a result, this inconsistent journey generated too high a volume of customer support inquiries.
Delivering an excellent customer experience through Operations Experience Management
Once bonprix had made the customer experience a priority, the clear objective was to simplify the customer journey. Put simply, the goal was to offer a five‑star experience and to provide consistent messaging to customers along their entire purchasing journey.
The aim was to regain control over the brand’s communications by replacing the carrier’s informative yet impersonal messages with proactive, branded and personalized e‑mails.
Read the full story HERE
If you would like to learn more from the parcelLab team, join Katharine Biggs on the 28th June as she shares with our retail audience at Omnichannel Retail