RETAIL SOLUTIONS UK NEWS
parcelLab gives FARFETCH control of their end-to-end customer journey
2 April, 2022 | by Karen Howard
Our mission is to be the global platform for luxury fashion, connecting creators, curators and consumers. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, FARFETCH began as an e-commerce marketplace for luxury boutiques around the world.
Today the FARFETCH marketplace connects customers in over 190 countries with items from more than 50 countries and nearly 1,300 of the world’s best brands, boutiques and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury on a single platform.
CHALLENGES PRIOR TO PARTNERSHIP
Desire to own customer journey
Once a customer purchases, they receive a branded FARFETCH dispatch confirmation email with tracking information. This is also accessible via their FARFETCH ‘My Account’.
Previously, the customer interaction regarding delivery information was then passed to the carrier/delivery partner, who communicated with the customer more closely on the delivery status – effectively removing the FARFETCH tone of voice and branding from these communications.
Complex supply chain is hard to communicate to customers
FARFETCH’s pioneering business model means that they ship products to customers from multiple brands and boutiques, department stores and third party warehouses. As a result, the post-sales journey can be complex for customers ordering multiple items, as they may be shipped from different locations. These customers would therefore receive – from FARFETCH – a different tracking link for each item within an order, as well as multiple comms from carriers.
Personalizing customer communications
FARFETCH has a global customer demographic, with an aspiration to personalize the post-sales journey based on customer demographic, geography, service and product.
Read the full story HERE
If you would like to hear more about how parcelLab operate, join TRB and Katharine Biggs from parcelLab on the 28th June at Omnichannel Retail
