British online menswear brand, Dobell, has taken ownership of its post-purchase experience reducing ‘where is my order’ (WISMO) queries, driving business profitability and generating a 57% click through rate (CTR) on post-purchase emails, in partnership with Scurri – the next generation delivery management and post purchase software provider.
Dobell is a leading menswear brand based in Eastbourne, Southeast England, that brings a fresh, fun, and feel-good approach to tailoring, priding itself on delivering an exceptional customer experience. Strong demand both domestically and internationally, including America and Europe, for Dobell’s clothing has led to consistent growth with a current turnover of £6million and following a reset during the pandemic and a subsequent rebrand, Dobell have a renewed focus on lean growth.
Critical to maintaining this growth was reducing customer support contacts while reinforcing the brand by taking control of the post-purchase experience. Dobell chose to implement Scurri Track Plus to enable it to own the post-purchase experience by sending branded tracking emails and providing a branded tracking timeline to customers – thereby reducing WISMO queries and driving profitability.
Support queries have reduced by more than a third (37%) since implementing Scurri Track Plus, the number of contacts per query have also decreased.David Butcher, Operations, CS & Global Logistics Manager at Dobell, commented: “Because Scurri Track Plus integrates with our existing systems so easily, a customer can simply reply to the email rather than a customer having to click into carrier tracking emails and then click elsewhere to contact us about returns, meaning the communication is seamless. This enhances the customer experience while also providing our customer services operators with all the order information, helping them solve shopper queries faster and more efficiently.”
Scurri Track Plus also enables Dobell to tailor communications for its North American customers. Dobell has advanced shipping strategies in place to overcome international shipping challenges which Track Plus supports by helping Dobell appear as local as possible. Furthermore, Dobell has tweaked the messaging to highlight business objectives of its choice at different stages of the customer journey. For example, selected emails link to their Trustpilot page while they’ve tweaked their “delivered” email to include instructions on returns.
Central to Dobell’s vision of its 2023 rebrand has been to celebrate their Eastbourne heritage, showcasing its collections with photoshoots in the Eastbourne area. Track Plus has enabled the brand to extend these campaigns to the post-purchase phase by sending branded tracking emails with campaign imagery and branding at a time of peak engagement.
“Improving the customer experience is about having the right information and giving it to the customer at the right point of their journey – and that’s what Scurri Track Plus does. Thanks to the operational efficiencies achieved in the customer contact centre and, more importantly, the brand building that’s in-built into seamless and accurate up front customer journeys, Scurri Track Plus is worth every penny,” commented Butcher.
Rory O’Connor, CEO and Founder of Scurri, commented: “We’re delighted to partner with Dobell to help it take control of its post-purchase experience to help drive important business efficiencies, boost loyalty through enhanced customer experience and deliver all-important revenue growth.”
