Marc O’Polo boosts online sales by optimising post-purchase communication

By

Barbara Santamaria

Published
Mar 19, 2019

German clothing brand Marc O’Polo has seen online sales grow and a major increase in customer engagement after reviewing its post-purchase communication strategy.

The company, specialised in sophisticated, contemporary casualwear, partnered with ParcelLab to give customers more information and keep them in the loop about where their orders are.

The automated messages are tailored to the individual needs of the customers, and provide details such as time of shipment, possible delays and the exact location and time of delivery, helping build trust with customers.

“It took around two weeks for us to integrate with Marc O’Polo’s customer system,” said Tobias Buxhoidt, founder and CEO of ParcelLab. “Once up and running, Marc O’Polo was able to provide fully automated branded updates about dispatch time, any delays, as well as the exact location and time of delivery, each individually customised for the customer.”

The brand said it saw positive results just after six weeks, with post-purchase email open rates reaching 131%, and click-through rate back to the Marc O’Polo online shop improving to 51%. Three out of four customers were brought back to the shop and kept in the buying ecosystem, the label said.

Additionally, 65,000 new brand interactions took place thanks to the new touch points introduced during shipping. The new post-purchase communication has proved so effective that Marc O’Polo has stopped advertising and will include product recommendations and discount vouchers in its emails in the future.