Découvrez les stratégies des marques les plus inspirantes pour exploser votre taux de conversion

Email marketing is one of the most effective marketing channel to reach customers and promote products or services. And when it comes to sales periods, delivering timely, relevant, and engaging content to your subscribers becomes even more critical.

To inspire you, we've gathered five examples of great email campaigns from sales periods Q1 2024 that caught our attention. These campaigns used innovative strategies, creative designs, and personalised messaging to increase open rates, boost conversions, and drive customer loyalty.

Campaign #1: "Exclusive Pre-Sale Access" by Rouje

During winter sales, Rouje offered subscribers exclusive pre-sale access to its new collection before the official launch date. By creating a sense of exclusivity and urgency, the brand encouraged its customers to take action and purchase before the items ran out of stock.

The email itself was well-designed, featuring eye-catching GIF and clear calls-to-action that directed subscribers to the pre-sale section of their website. The subject line, "The archives ... in avant-première!", was attention-grabbing and helped ensure that many subscribers opened the email.

Overall, Rouje pre-sale email campaign was a great example of using email marketing strategy to boost sales during a sale period. By offering early access to their most engaged subscribers, they created a sense of excitement and urgency that helped drive more sales during this high competitive sale period.

Campaign #2: "Limited-Time Sales" by Soi Paris

In this email, french brand Soi Paris alerted their subscribers to a special promotion that was only available for a short period. By creating a sense of urgency, french brand Soi Paris was able to drive more sales during the promotion period.

The email was well-designed, with clear and concise messaging highlighting the promotion's benefits and a virtual countdown timer. The subject line, "Last call Sales : -15% extra 🤩!" was attention-grabbing and conveyed a sense of urgency to subscribers.

To make it easy for subscribers to find relevant products, Soi Paris added clear calls-to-action that categorised products by size, saving subscribers time and allowing them to find the products they wanted to purchase quickly.

Moreover, Soi Paris is a brand that knows how to get its subscribers to take action. In their sales email campaigns, they use high-engaging CTAs to create a sense of urgency and encourage subscribers to click and purchase. For example, by explaining that their sales are stock-limited and using a CTA like "I'm the first," they are able to tap into their subscribers' fear of missing out and incentivize them to act quickly. This approach not only helps drive sales during their sales period but also builds excitement and anticipation among their subscribers.

Overall, Soi Paris' limited-time offer email campaign was a great example of how to use email marketing to drive sales during a sale period. By creating a sense of urgency, offering extra discounts, and making it easy for subscribers to find relevant products, they were able to motivate subscribers to make a purchase during the limited-time off.pers

Campaign #3: "Personalized Sale Experience to Boost Your Sales" by Gymshark

During sales, it can be challenging for brands to showcase their products without overwhelming their customers. Gymshark, a famous fitness apparel brand, faced this challenge and found an effective solution during their recent sales campaign.

Instead of sending a generic sales email with thousands of items on sale, Gymshark sent a single email with different calls-to-action (CTAs) linked to several categories. Customers could click on the CTA that interested them, and were immediately directed to the relevant category on the website.

This approach allowed Gymshark to effectively showcase their products without overwhelming their customers. This increased engagement and conversions and helped Gymshark better understand their customers' preferences for marketing automation and future email marketing campaigns.

Overall, Gymshark's approach shows that personalisation can be simple and require advanced technology. Sometimes a simple solution, such as providing category-based CTAs, can be as effective in providing a personalised and relevant customer experience during a sales period.

Campaign #4: "Showcase Your Products: Promoting Actual Stock Instead of Sales" by Asphalte

Are you tired of seeing the same old sales promotions every year? Asphalte is doing things a little differently this winter season. While most brands are launching their winter sales, Asphalte is closing out their January Stock Sale and doing it without any traditional sales discounts.

Unlike other brands, Asphalte only produces what is pre-ordered, which allows them to guarantee the right price and reduce waste. Plus, they offer an additional 5% to guarantee exchanges and refunds, ensuring their customers are satisfied.

So if you're looking for a discount on Asphalte products during winter, you won't find one. However, if you're quick, you can still take advantage of their January Stock Sale.

This approach aligns with their brand values of sustainability and responsible production and allows LMN Home to better serve their customers by providing high-quality products at a fair price. So if you're looking for something new and different this sales period, why check out LMN Home's January Stock Sale? You might find the perfect addition to your home, guilt-free.

Campaign #5: "Refer a Friend and Save" by Unbottled

Last but not least, we have Unbottled's refer-a-friend email campaign. In this email, Unbottled incentivized their subscribers to refer their friends to the sustainable cosmetic brand by offering them a 10€ discount on their next purchase. By tapping into the power of word-of-mouth marketing, Unbottled could drive more sales during their sales period while encouraging their subscribers to spread the word about their sustainable products.

In addition to driving sales during sales periods, using a refer-a-friend strategy can also be an effective way to grow your email list. When subscribers refer their friends to your business, they are essentially vouching for your products or services, which can help build trust and credibility with new potential customers. Plus, when those new customers give you their email addresses to take advantage of a refer-a-friend offer, you'll be able to add them to your email list and continue to market to them in the future.

Overall, Unbottled's refer-a-friend email campaign was a great example of using email marketing to drive sales during a sale period while promoting their sustainable products. By incentivizing their subscribers to refer their friends and offering them a discount, Unbottled was able to tap into the power of word-of-mouth marketing and drive more sales during their sales period.

E-commerce has come a long way since the first online transaction took place in the 1990s. Over the years, we've seen significant growth in the industry, and it shows no signs of slowing down. Experts predict the global e-commerce market will reach a staggering $6.5 trillion by 2023.

As more and more consumers turn to online shopping, businesses must keep up with the latest trends to remain competitive.

1. Personalisation is Key

Personalisation matters to consumers. A whopping 77% of them havpe chosen, recommended, or paid more for a brand that delivers a personalised service or experience. And it's not just lip service – 83% of consumers are willing to share their data to create a more personalised experience. This shows that businesses prioritising personalisation can drive loyalty and retention and gain a competitive edge in today's market.

AI-Powered Personalisation

Artificial Intelligence (AI) is one of the key technologies driving personalisation in e-commerce. AI algorithms analyse customer data such as past purchases, search history, and demographic information to create personalised product recommendations, pricing, and marketing messages. AI can also personalise website and app interfaces, such as displaying product categories and search results based on the customer's interests.

For example, Amazon's product recommendation engine uses machine learning algorithms to suggest products based on a customer's browsing and purchase history. The recommendations become more accurate over time as the AI system learns more about the customer's preferences.

Personalised Recommendations

Product recommendations are a critical part of personalisation in e-commerce. According to a study by Accenture, 65% of consumers are more likely to purchase if a retailer recommends options based on their purchase history.

Retailers can use various techniques to create personalised product recommendations, such as collaborative, content-based, and hybrid filtering. Collaborative filtering recommends products based on what other customers with similar interests have purchased, while content-based filtering recommends products based on the customer's browsing history and product descriptions. Hybrid filtering combines both approaches to provide more accurate recommendations.

Customised User Experience

Personalisation is not limited to product recommendations. E-commerce businesses can use customer data to customise the entire user experience, from website design to marketing messages. For example, a company can display different product categories or promotions based on the customer's geographic location, weather, or time of day.

A study by Epsilon found that personalised emails are 26% more likely to be opened and studies have shown that revenue is 5.7 times higher in emails that employ personalisation than generic emails. This highlights the importance of customised marketing messages in e-commerce.

Personalizing your post-purchase emails can lead to a better customer experience and higher ROI. At Bigblue, our customers' post-purchase emails have an average open rate of 75%. These emails can be a great opportunity to share sponsorship offers, discount coupons, and even preview upcoming sales with your customers.

In conclusion, personalisation is crucial in e-commerce to meet the expectations of modern consumers. AI-powered personalisation, recommendations, and customised user experience are some of the top trends in this area for 2024. E-commerce businesses prioritising personalisation will be better positioned to retain customers and increase sales in the highly competitive online marketplace.

2. Mobile Optimisation is a Must

In the age of smartphones and tablets, a mobile optimisation is no longer an option for e-commerce businesses; it's a necessity. Mobile devices have become the primary means of accessing the internet, and this trend is only set to continue with the rollout of 5G networks.

Mobile-Friendly Design

Mobile optimisation starts with designing websites and apps that are optimised for smaller screens. This includes creating responsive designs that adapt to different screen sizes, simplifying navigation, and optimising page load times. A study by Google found that 53% of mobile users abandon sites that take more than three seconds to load.

Interactive content is also becoming increasingly popular on mobile devices. E-commerce businesses can use interactive features such as quizzes, product configurators, and virtual try-ons to engage customers and provide a more personalised shopping experience.

Accelerated Mobile Pages (AMP)

Accelerated Mobile Pages (AMP) is a technology that allows websites to load quickly on mobile devices by stripping down the code and only loading essential elements. Google prioritises AMP pages in its search results, which can give e-commerce businesses a competitive advantage. A study by Google found that AMP pages load four times faster and use 10 times less data than non-AMP pages.

Mobile Payment Options

Mobile payment options are also essential for e-commerce businesses. Customers expect to be able to pay for their purchases using their mobile devices, whether it's through mobile wallets like Apple Pay or Google Wallet, or through mobile-optimised checkout processes. A study by eMarketer found that mobile payments are expected to reach $1.9 trillion globally by 2025.

Progressive Web Apps (PWA) are another technology that is gaining traction in the e-commerce industry. PWAs are websites that function like mobile apps, providing a seamless user experience on both desktop and mobile devices. They offer the advantages of mobile apps, such as offline access and push notifications, without the need for customers to download an app from an app store.

In conclusion, mobile optimisation will be a must for e-commerce businesses in 2024. Mobile-friendly design, AMP pages, mobile payment options, and PWAs are some of the top trends in this area. With mobile devices becoming the primary means of accessing the internet, e-commerce businesses that fail to optimise for mobile will be left behind. By prioritising mobile optimisation, businesses can improve the user experience, increase engagement, and drive more sales.

3. AI and Automation will Drive Growth

Artificial intelligence (AI) and automation have already revolutionised many industries, and e-commerce is no exception. In fact, e-commerce businesses increasingly leverage AI and automation to streamline operations, personalise the customer experience, and drive growth.

Chatbots and Virtual Assistants

One of AI's most visible applications in e-commerce is using chatbots and virtual assistants. Chatbots can handle basic customer inquiries, such as tracking shipments and processing returns, without the need for human intervention. On the other hand, virtual assistants use natural language processing to provide more personalised assistance to customers.

Predictive Analytics

Another application of AI in e-commerce is predictive analytics. By analysing vast amounts of data, AI algorithms can predict customer behavior and preferences, allowing businesses to personalise the customer experience and target customers with relevant offers. Big data analytics and machine learning are key technologies that enable predictive analytics.

Automated Marketing

Automation is also driving growth in e-commerce by automating marketing processes such as email campaigns and social media advertising. By using AI to analyse customer data, businesses can create highly targeted and personalised campaigns that drive engagement and sales.

A study by Juniper Research found that AI will save e-commerce businesses over $8 billion annually by 2022. The study also found that AI-powered chatbots will be responsible for over $112 billion in retail sales by 2023.

In conclusion, AI and automation will continue to be key drivers of growth in the e-commerce industry in 2024. Chatbots and virtual assistants, predictive analytics, and automated marketing are just a few AI and automation applications in e-commerce. By leveraging these technologies, businesses can improve the customer experience, drive engagement and sales, and reduce costs. As AI technology evolves, e-commerce businesses that fail to adopt it risk falling behind their competitors.

4. Social Commerce is on the Rise

Social commerce (or social selling), integrating social media and e-commerce, is becoming increasingly popular among consumers. With social commerce platforms such as Instagram, Facebook, and TikTok, businesses can leverage the power of social media to drive sales and engage with customers.

Instagram Shopping

Instagram Shopping has become the go-to destination for consumers. They have the opportunity to do social shopping, discovering new brands and buy products on the platform while completing purchases in a hassle-free way. With Instagram Shopping, merchants can tag products in their posts, create an online storefront, and streamline the entire buyer journey from discovery to checkout in just a few simple steps.

What's more, 90% of Instagram users follow at least one business account, which means that Instagram Shopping has become an effective way for businesses to reach potential customers and make sales. This feature helps businesses to showcase their products to a wider audience and provides an easy way for consumers to purchase them directly from the app. With this kind of reach, it's no surprise that Instagram Shopping is quickly becoming one of the most popular social commerce options for merchants.

Facebook Marketplace

Facebook Marketplace has quickly become a go-to platform for consumers looking to purchase products online. In fact, according to a June 2020 eMarketer survey conducted by Bizrate Insights, 18.3% of Facebook users had made a purchase on the platform. To tap into this trend, Facebook has rolled out Facebook Shops, its own in-house e-commerce platform. This feature enables businesses to showcase and sell their products directly on the platform, making Facebook a one-stop-shop for learning about a product and making a purchase.

In addition to Facebook Shops, the platform is also known for its lengthy discussions in comment threads, particularly on product pages. Enthusiasts often share their experiences and thoughts on brands' official Facebook pages, fostering social engagement and creating substantive discussions that are key to social selling. With these features, Facebook Marketplace is an ideal platform for businesses looking to reach a wider audience and increase their social commerce sales.

TikTok Shopping

TikTok Shopping is a new feature that is currently being tested in select markets. It allows businesses to link products to their TikTok videos, making it easy for users to shop without leaving the app. The feature is expected to be a game-changer for businesses looking to reach a younger audience.

In addition to these social commerce features, businesses can also leverage mobile optimisation, influencer marketing, user-generated content, live streaming, and interactive content to drive sales and engagement on social media. Mobile optimisation is key, as over 90% of social media users access these platforms on their mobile devices.

Influencer marketing campaigns involve partnering with social media influencers to promote products to their followers. User-generated content, such as customer reviews and photos, can be a powerful tool for building trust and driving sales. Live streaming and interactive content, such as polls and quizzes, can also be effective for engaging with customers and driving sales.

A study by eMarketer found that social commerce sales in the US are expected to reach $36.09 billion in 2021, up 35.8% from the previous year. The study also found that social commerce sales are expected to account for 4.3% of all retail e-commerce sales in the US in 2021.

In conclusion, social commerce is on the rise and offers a great opportunity for businesses to engage with customers and drive sales on social networks. With features such as Instagram Shopping, Facebook Marketplace, and TikTok Shopping, businesses can leverage the power of social media to reach a larger audience and drive sales. By leveraging mobile optimisation, influencer campaigns, user-generated content, live streaming, and interactive content, businesses can create a powerful social commerce strategy that drives engagement and sales.

5. Sustainability and Ethical Practices Matter

As consumers become more eco-conscious, sustainable e-commerce and ethical practices are becoming increasingly important in the world of online shopping. In fact, a 2020 survey conducted by IBM found that 57% of consumers were willing to change their shopping habits to help reduce their environmental impact. This has led to the rise of eco-friendly products, green commerce, and the responsible supply chain.

Eco-Friendly Packaging

One of the most effective ways for e-commerce businesses to reduce their carbon footprint is by using eco-friendly packaging. This includes using biodegradable materials, sustainable transportation, and renewable energy in logistics. By using sustainable packaging, businesses can help reduce waste and minimise their environmental impact. For example, sustainable fashion brand Patagonia has committed to using 100% renewable energy in their supply chain by 2025. The brand is committed to banning single-use plastic from its shipments and their recyclable packaging is made from recycled and biodegradable materials.

Ethical Sourcing

Ethical sourcing is another important aspect of sustainable e-commerce. This involves ensuring that products are produced in an environmentally responsible and socially responsible manner. This includes using fair trade practices, sustainable agriculture, and upcycling. Brands like TOMS and Warby Parker have built their business models around social responsibility, providing glasses and shoes to people in need while also focusing on sustainable sourcing and manufacturing practices.

Socially Responsible Business Practices

In addition to ethical sourcing, socially responsible business practices are also essential for sustainable e-commerce. This involves taking steps to reduce waste and increase energy efficiency, such as implementing a closed-loop system or using carbon-neutral shipping. It also includes green marketing, which highlights the environmental benefits of a product or service. For example, online retailer Zappos has partnered with environmentally conscious brands like Allbirds and Rothy's to offer sustainable footwear options to its customers.

In conclusion, sustainability and ethical practices are no longer just a trend but a necessity for e-commerce businesses. By embracing sustainable e-commerce practices like eco-friendly packaging, ethical sourcing, and socially responsible business practices, businesses can reduce their environmental impact and appeal to the growing number of environmentally conscious consumers.

6. The Importance of Omnichannel

Seamless Customer Experience

Omnichannel is becoming increasingly important in e-commerce, as it enables businesses to provide a seamless and consistent customer experience across all channels. This means that customers can interact with a brand across various touchpoints and still receive the same level of personalisation, product information, and customer service. A seamless experience can increase customer loyalty and satisfaction, leading to increased sales and revenue.

Headless commerce enables businesses to provide a seamless customer experience across all touchpoints. By decoupling the front-end and back-end of e-commerce platforms, headless commerce allows for more flexibility and customization in creating unique customer experiences. This approach empowers businesses to deliver personalized content and product recommendations across multiple channels, including mobile apps, social media, and voice assistants, resulting in higher customer satisfaction and loyalty.

Multiple Sales Channels

Omnichannel also involves utilising multiple sales channels to reach customers wherever they are. This includes brick-and-mortar stores, e-commerce platforms, marketplaces, social media, and mobile apps. Expanding sales channels enables businesses to broaden their product catalogue's reach and increase exposure to potential customers.

When it comes to physical retail, many direct-to-consumer (DTC) brands have been hesitant to invest in brick-and-mortar stores. However, the tide may be turning, as in 2022, 30% of brands considered increasing their retail presence. Only 48% of DNVBs are present in this sector (compared to 56% in wholesale). Those that have taken the plunge generate up to 40% of their turnover from physical sales. This shows that despite the rise of e-commerce, retail still plays a crucial role in many consumers' purchase journeys. By integrating their brick-and-mortar and online channels, businesses can provide a seamless shopping experience and offer customers more options for how and where to shop.

Integrated Data Analytics

To fully leverage the benefits of omnichannel, businesses need to track and analyse customer interactions across all touchpoints. This involves integrating data from various sources, including social media, email, website, mobile app, and in-store interactions.

Data analytics can provide insights into customer behavior, preferences, and purchase history, allowing businesses to offer personalised recommendations and promotions. For example, a customer who frequently purchases sustainable fashion products may receive targeted promotions and recommendations for new sustainable products.

In conclusion, a successful omnichannel strategy involves seamless integration, consistency, personalisation, and data analytics. By leveraging multiple sales channels and tracking customer interactions, businesses can provide a superior customer experience and increase sales and revenue. As e-commerce continues to grow, an omnichannel strategy will become even more critical to a business's success.

The popularity of e-commerce in France has surged in recent years, with over half of the population making online purchases in 2022. In fact, 50.7% of e-commerce users are regular online shoppers who make weekly purchases. As the online shopping trend continues to grow, businesses operating in the French market must prioritize delivery as a crucial factor in their success to provide French customers an amazing customer experience.

To stand out in a competitive market, it's essential to understand the delivery preferences of French consumers and cater to their needs. This article will delve into the key insights on French shoppers' delivery preferences, the most popular delivery methods in France, and the challenges and opportunities that e-commerce companies face in this dynamic market.

1. Overview of the French e-commerce market

To understand provide French consumers a great delivery experience, it's important first to have an overview of the e-commerce market in France. Here are some key insights into the market size, growth, and trends:

• Market size and growth

The e-commerce market in France was valued at approximately $114 billion in 2020, according to a report by the FEVAD. This represents a significant increase from $66 billion in 2016, indicating a strong growth trend.

Looking ahead, the e-commerce market in France is expected to continue growing, with estimates showing that it will almost double to $203 billion by 2026. This growth is driven by increasing internet and smartphone penetration, the rising popularity of online shopping, and the COVID-19 pandemic, which has accelerated the shift to e-commerce.

• Popular product categories

In 2022, the most popular product categories in the French e-commerce market were household appliances, fashion and food and beverages.

In recent years, there has also been a growing interest in sustainable and eco-friendly products, particularly among younger generations. 77% of the French population willing to switch from a brand whose production methods harm the environment. E-commerce businesses that offer eco-friendly and sustainable products can tap into this trend and appeal to environmentally conscious consumers.

• Challenges and opportunities

One of the biggest challenges facing e-commerce businesses in France is the high level of competition. With more than 200,000 e-commerce sites in the country, companies must differentiate themselves through price, product range, and delivery options.

Another challenge is the complexity of the French market, which has a range of regulations and tax laws that businesses need to navigate. However, there are also opportunities in the market, such as the growing demand for cross-border e-commerce and the rise of mobile shopping.

2. Key delivery preferences of French consumers

Understanding consumer behavior is essential for e-commerce businesses operating in the highly competitive French market. To attract and retain customers, it's important to offer fast, convenient, and free delivery options that cater to their preferences. Here are some of the key delivery preferences of French consumers that e-commerce companies should keep in mind:

• Free delivery

Free delivery is also key for French consumers when making online purchases. 83% of French customers prefer free to fast. In 2020, 34% of French shoppers expect free shipping for all orders, 62% of French online shoppers expect free delivery for purchases over a certain amount, and 44% expect free delivery for all purchases.

E-commerce businesses can offer free delivery by setting a minimum purchase threshold or by absorbing the delivery costs as part of their overall pricing strategy. However, they need to balance this against their profit margins, and ensure that their pricing remains competitive.

• Convenient delivery options

Convenience is another important factor for French consumers when it comes to delivery. Almost 87% of French e-consumers had home delivery in 2021. According to a survey by FEVAD, 41% of French online shoppers have used a click-and-collect service, which allows them to collect their orders from a physical store or pick-up point.

E-commerce businesses can offer convenience by partnering with logistics providers that provide a range of delivery options, such as home delivery, curbside delivery, or locker delivery. They can also provide real-time tracking information and delivery updates to keep customers informed and reduce anxiety.

• Green delivery

In France, consumers are becoming more mindful of the environmental consequences of their e-commerce purchases, specifically in packaging and shipping. As a result, e-commerce companies need to adopt sustainable logistics practices to remain competitive. According to a survey, 77% of the French population is willing to switch from a brand that engages in harmful production practices. Utilising recycled and recyclable packaging, eco-friendly carriers, and reducing over-packaging are some of the ways e-commerce businesses can attract and retain eco-conscious customers.

Understanding the key delivery preferences of French consumers is essential for e-commerce businesses to succeed in the highly competitive market. By offering fast, free, and convenient delivery options, e-commerce brands can attract and retain customers and build a loyal customer base. However, they need to balance these delivery preferences against their profit margins and operational capabilities, and work closely with logistics partners to ensure timely and reliable delivery.

3. Popular Delivery Methods in France

In France, consumers have a variety of delivery methods to choose from when making online purchases. Below are some of the most popular options, along with their pros and cons.

• Home Delivery

Pros: Convenient and preferred by the majority of French consumers. Offers a high level of customer service, with the ability to track and adjust delivery times.

Cons: Can be costly for e-commerce businesses, particularly for smaller or low-margin products. Can be challenging for deliveries to apartments or gated communities.

• Click-and-Collect

Pros: Cost-effective for businesses, as it reduces delivery costs and can drive in-store traffic. Provides convenience and flexibility for customers, who can choose to pick up their orders at a location and time that suits them.

Cons: Requires a reliable network of pick-up locations, which may be challenging for smaller businesses. Can also be inconvenient for customers who are unable to travel to a pick-up location.

• Same-Day Delivery

Pros: Provides a high level of customer service and convenience, particularly for urgent or time-sensitive orders. Can differentiate a business from its competitors and attract new customers.

Cons: Can be expensive and logistically challenging to implement, particularly for businesses that do not have a reliable network of last-mile delivery providers.

• Subscription-Based Delivery

Pros: Offers convenience and predictability for customers, who can receive regular deliveries of their favorite products. Can also help businesses to increase customer loyalty and retention.

Cons: Can be costly for businesses to implement, particularly for smaller companies. May also not be suitable for products that are not purchased on a regular basis.

• Express Delivery

Pros: Provides a faster delivery option for customers who require their orders quickly. Can be used to differentiate a business from competitors and attract new customers.

Cons: Can be costly and logistically challenging to implement, particularly for businesses that do not have a reliable network of last-mile delivery providers. Can also be unsustainable and have a negative impact on the environment.

When launching an e-commerce business in France, one other of the key considerations is choosing the right last mile delivery provider. Here are some of the most famous last mile delivery players in France and some tips on choosing the best one for your business:

• La Poste: The national postal service in France offers a range of delivery options including home delivery, pick-up locations, and locker delivery.
• Chronopost: A subsidiary of La Poste, Chronopost provides express delivery services across France and Europe, including same-day and next-day delivery options.
• Colissimo: Another subsidiary of La Poste, Colissimo is a popular delivery service for e-commerce businesses, offering home delivery and pick-up locations.
• Relais Colis: A delivery company that specializes in pick-up and delivery at partner locations such as convenience stores, supermarkets, and gas stations.
• Mondial Relay: A delivery network that partners with local shops and businesses to provide pick-up and delivery services across France and Europe.
• DPD France: A parcel delivery service that offers a range of delivery options including home delivery, pick-up locations, and locker delivery.
• UPS France: A global shipping and logistics company that provides a range of delivery options in France, including home delivery, pick-up locations, and locker delivery.
  

4. Overcoming Challenges and Seizing Opportunities in Delivering to French Consumers

Meeting the delivery preferences of French consumers is essential for e-commerce companies looking to succeed in the French market. However, it presents a range of challenges and opportunities that businesses need to consider. Here are some of the key challenges and opportunities to keep in mind when it comes to delivery preferences in France:

• Delivery speed and reliability: With a highly developed logistics network, French consumers expect fast and reliable delivery options. To meet these expectations, e-commerce businesses need to invest in a robust and efficient logistics network that can provide both speed and reliability. This is where innovative logistics partners like Bigblue can help. Bigblue offers a highly flexible logistics network that can be customised to meet the specific needs of e-commerce businesses, providing fast and reliable delivery options.
• Sustainable delivery options: As the importance of sustainable practices continues to grow, French consumers are becoming more mindful of the environmental impact of their online purchases. To cater to the needs of eco-conscious shoppers, e-commerce companies must prioritise sustainable delivery options. This includes eco-friendly packaging and shipping methods, which can help attract and retain environmentally conscious customers. To achieve this, e-commerce businesses can turn to companies like Bigblue, which prioritise sustainable logistics practices. Bigblue offers a range of eco-friendly packaging options and actively works to reduce over-packaging. In addition, their warehouses are eco-certified, ensuring that the entire supply chain is environmentally responsible.
• Cross-border commerce opportunities: The French e-commerce market offers significant opportunities for cross-border commerce. E-commerce businesses can tap into the French market to expand their customer base and increase revenue. However, they need to be aware of the French market's unique cultural and linguistic differences and adapt their marketing and sales strategies accordingly.
• Competition: With a highly competitive e-commerce market, businesses must differentiate themselves to stand out. Offering superior customer service, high-quality products, and fast, reliable delivery options can help brands to gain a competitive edge.

In conclusion, the French e-commerce market offers significant opportunities for businesses to reach a large and growing customer base. However, to succeed in this highly competitive market, it's essential to understand the delivery preferences of French consumers and provide them with the options and experience they expect. With home delivery being the preferred delivery method for most French consumers, e-commerce businesses must ensure they have a reliable and efficient last-mile delivery network to cater to this demand.

In addition, as more French consumers become environmentally conscious, e-commerce businesses must prioritize sustainable logistics practices, such as eco-friendly packaging and shipping methods, to attract and retain this market segment. Working with a sustainable logistics provider like Bigblue can help businesses meet these demands while improving their overall supply chain.

By understanding the delivery preferences of French consumers, providing them with reliable and efficient delivery options, and prioritizing sustainability, e-commerce businesses can position themselves for success in the French market. As the market continues to grow and evolve, those who can meet these challenges and opportunities will be well-positioned to thrive in the future.

Let's face it, in the cutthroat world of e-commerce, failing to convert a potential customer into a buyer can result in a significant loss of revenue. Studies show that the average online brand loses $29 for every customer who abandons their cart. That's why pre-purchase optimization is more crucial than ever before.

In this blog post, I'm excited to share the top 7 game-changing strategies for pre-purchase optimisation in e-commerce. By prioritizing customer experience and implementing tactics like streamlined website design and personalised recommendations, direct-to-consumer brands can minimise financial losses and maximise conversions. So, buckle up and get ready to take your e-commerce game to the next level!

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Strategy 1: User-friendly website design

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User-friendly website design is a critical aspect of pre-purchase optimisation. The first 50 milliseconds of a visitor's experience on your website determine their perception of your brand's credibility, so having a visually appealing and easy-to-use website and landing pages is crucial.

A user-friendly website should have:

1. a clean layout that makes navigation a breeze,
2. fast loading times,
3. a responsive design that adapts to various screen sizes,
4. use high-quality images and videos and
5. have a clear call to action to encourage visitors to make a purchase.

Did you know that a one-second delay in page load time can result in a 7% decrease in conversions, according to a study by Forrester Research? An e-commerce store earning $50,000 per day can lose over $1 million in sales annually due to a one-second delay. On the other hand, a website with fast loading times and a visually appealing design can increase the likelihood of visitors purchasing by up to 90%.

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Strategy 2: Product descriptions and images

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Let me tell you something - product descriptions and images are absolutely critical when optimising the pre-purchase stage in e-commerce. According to a study by the Nielsen Norman Group, a whopping 20% of unsuccessful purchases can be attributed to inadequate information in product descriptions.

That's why it's crucial to provide your customers with comprehensive and accurate product information. By doing so, you'll not only improve your chances of making a sale, but you'll also build trust with your customers and increase the likelihood of repeat business.

In addition to product descriptions, images are crucial in the pre-purchase stage. Studies show that people take in 80% of what they see and only 20% of what they read. This means that high-quality images are essential for capturing the attention of potential customers and helping them make informed purchasing decisions. A study found that 75% of online shoppers rely on product photos when deciding on a potential purchase.

To ensure that product descriptions and images are adequate for pre-purchase optimisation, online businesses should do the following:

1. High-quality images that accurately represent the product, including multiple angles and zoom features.
2. Use product videos to provide a more immersive user experience to drive e-commerce conversion.
3. The product name
4. The product price
5. Social Proof (Stars, Google ratings or Trustpilot)
6. A brief product description with detailed and accurate product information, including specifications, dimensions, and materials.
7. A reassurance block (secure payment, delivery date)
8. A call to action

By providing comprehensive and accurate product information and high-quality images, e-commerce brands can capture the attention of potential customers and help them make informed purchasing decisions.

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Strategy 3: Mobile optimisation

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Mobile optimisation is more critical than ever for pre-purchase optimisation in e-commerce. With the explosive growth of e-commerce, online businesses must ensure that their websites and purchasing processes are optimised for mobile devices.

Recent statistics show that retail m-commerce sales are predicted to account for 43.4% of total retail sales in 2023, up from 41.8% in 2022. This trend emphasises the need for mobile optimisation for e-commerce businesses. In addition, smartphones now account for 87.2% of mobile sales, making it crucial for online businesses to ensure that their websites and purchasing processes are optimised for these devices.

However, simply having a mobile-friendly website is not enough. The mobile experience should be seamless and user-friendly. A survey revealed that 57% of internet users would not recommend a brand with a poorly designed mobile website. This underlines the importance of investing in mobile optimisation to improve the customer experience and increase the likelihood of making a sale.

To ensure mobile optimisation, online businesses should do the following:

1. Design a responsive website that adjusts automatically to the device's size.
2. Optimise the purchasing process for mobile devices, including the checkout process.
3. Test the website on various devices to ensure a seamless and user-friendly experience.

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💙 Bigblue Tip

30% of e-commerce visitors don't reach the bottom of a page.

If you have to scroll, you're likely losing an equivalent potential revenue with each visit!

The product pages that convert the most on mobile are those where you can see:

• The product name
• A photo
• The price
• A brief description
• A call to action
  

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As a benchmark, you can look at those of Si Si La Paillette or CAVAL made by the experts from the BlackSwan agency ⤵

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Strategy 4: Customer reviews and ratings

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As an e-commerce brand, customer reviews and ratings can make or break your pre-purchase optimisation strategy. Recent studies show that consumers view user-generated content as 2.4 times more authentic than content created by a brand. This makes it essential to showcase customer reviews and ratings to increase trust and credibility in your brand and products.

Incorporating customer reviews and ratings on your product pages not only provides valuable insights and information to potential customers, but it can also help them make informed buying decisions. In fact, 62% of consumers say they are more likely to buy a product if they can see customer photos and videos.

However, it's crucial to have a transparent and fair review process to avoid fake reviews and low ratings that can hurt pre-purchase optimisation. Encouraging honest and authentic customer feedback can help mitigate this risk.

Some brands that are effectively using customer reviews and ratings include Lashilé and Gymshark. Their websites allow customers to leave detailed reviews, provide ratings, and read the reviews of others before making a purchase. This helps create a sense of community and enhances the customer experience.

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💙 Bigblue Tip

Use Bigblue’s Tracking page to collect customers’ User Generated Content easily! Customers automatically receive a survey to rate their delivery experience when their order is delivered!

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Strategy 5: Live chat support

You know that providing excellent customer support is essential for converting visitors into customers. And one of the best ways to do that is by offering live

chat support. According to recent statistics, more than half of customers prefer to stick to a business that provides live chat support. Moreover, over 50% of online consumers are more likely to purchase on digital channels from a brand that offers live chat customer service.

So, what makes live chat software for support so effective? For one, it allows you to answer customers' questions in real-time, which can be a significant factor in driving conversions.

Clear communication is also critical. Make sure that your support team uses concise language to provide accurate and helpful responses to customers' questions. Additionally, automating responses and building a knowledge base to common questions can help you provide instant answers and improve the efficiency of your live chat support and encourage visitors to add products to the cart.

Some brands that have effectively implemented live chat support include Zappos and Freshdesk. Zappos provides 24/7 live chat support with a knowledgeable and friendly staff available to help customers with product recommendations and answer their questions. Freshdesk, on the other hand, uses automated responses to provide instant answers to common questions, making their live chat support even more efficient.

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💙 Bigblue Tip

Boost your customer experience and customer satisfaction with live chat support!

For an optimal experience, consider using a live chat solution like Attentive or Crisp that connects you with your customers via WhatsApp and SMS. These innovative platforms allow you to respond to customer inquiries in real-time, providing the personalised and prompt attention that today's consumers expect and maximising your sales!

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Strategy 6: Abandoned cart recovery

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Online shopping carts are abandoned by 69.57% of customers, according to Baymard Institute. For every 100 potential customers, 70 will leave without making a purchase. However, to effectively recover carts, it's essential to consider the following tips:

1. Choose a trustworthy e-commerce platform: A user-friendly and easy-to-navigate platform can significantly reduce cart abandonment rates.
2. Accept alternative payment options: Offer customers the option to pay via their preferred method, whether a credit card, PayPal, or any other alternative payment method.
3. Offer free or discounted delivery: Free shipping or discounted delivery rates can incentivise customers to complete their purchases.
4. Highlight your returns policy: A clear and concise returns policy can give customers the confidence to complete their purchases.
5. Retarget cart abandoners elsewhere online! Use retargeting ads or optimise your abandoned cart emails to reach out to customers who have left items in their carts. Indeed, setting up an abandoned cart email sequence can help you recover up to 15 to 20% of those lost sales.
6. Offer a one-click checkout: A one-click checkout process can streamline the purchase process and make it quick and easy for customers to complete their orders.
7. Provide incentives to complete the purchase: Consider offering discounts or other incentives to customers who have abandoned their cart to encourage them to complete their purchase.

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Following these tips can increase your chances of recovering lost sales and reducing the number of abandoned shopping carts.

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Strategy 7: Personalised recommendations

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Personalised product recommendations are an effective way of enhancing the customer experience and increasing the likelihood of conversion. The main reason behind this is that consumers want businesses to understand their specific requirements and expectations. According to a survey, 66% of consumers expect brands to understand their needs.

Moreover, many consumers have preferred brands that offer personalised services or experiences. 77% of consumers have chosen, recommended, or even paid more for a brand that provides a customised service.

To effectively use personalised product recommendations, it's essential to use data-driven algorithms that suggest products relevant to the customer's interests and previous purchases. This can be achieved by collecting data from the customer's browsing and purchase history. Doing so will make the recommendations more likely to be accurate and valuable to the customer.

Another tip is to ensure customers can easily view and purchase recommended products. This can be achieved by displaying relevant recommendations in a prominent location on your website or app or even through email marketing.

Finally, it's important to note that 83% of consumers are willing to share their data to create a more personalised experience. You can use customer data to make better recommendations and improve the customer experience.

In conclusion, personalised recommendations can significantly improve the customer experience and increase the chances of conversion. By collecting data, and making relevant recommendations, DtoC brands can effectively use personalised recommendations to boost their sales and improve customer satisfaction.

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Conclusion

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In conclusion, e-commerce businesses can significantly benefit from utilising various tactics to improve the pre-purchase experience, enhance customer experience, and increase conversions. From providing detailed and visually appealing product descriptions and images to offering live chat support and personalised recommendations, businesses can take many steps to improve the online shopping experience for their customers.

By keeping these tips in mind, e-commerce businesses can create a seamless and enjoyable shopping journey that leads to increased customer satisfaction and sales. Remember, the ultimate goal is to provide the best possible experience for your customers, and the results will follow.

Are you looking to boost your e-commerce sales? Cross-selling could be the answer. Cross-selling is a powerful tool in sales and marketing that helps increase revenue by offering complementary or related products to your customers.

Amazon reportedly credits 35% of its sales to cross-selling through its "Customers who bought this item also bought" and "Frequently bought together" options. Not only does cross-selling result in increased average order value, but it also leads to higher long-term profits, lower marketing costs and a better customer experience. In this article, you'll discover five examples of brands that successfully used cross-selling to drive sales and tips to quickly incorporate cross-selling into your business and maximise your customer lifetime value.

Sisterhood

Sisterhood, the sustainable women's clothing brand, is a master of cross-selling. They understand the importance of seamlessly promoting relevant products to customers, which is why they incorporate cross-selling into the customer journey at the pre-checkout stage. At this stage, customers are presented with bundle-related products that complement the product they're currently viewing, as well as a section called "You might like", which showcases other products with a similar style.

These cross-selling techniques allow Sisterhood to promote relevant products without causing friction in the shopping experience, making the shopping experience more enjoyable and increasing the likelihood of a sale. By combining great products with an intelligent cross-selling strategy, Sisterhood can drive more sales and improve the customer experience.

Decathlon

Decathlon, the French and most significant sporting goods retailer in the world, has mastered the art of cross-selling. With over 1647 stores in nearly 1000 cities in 57 countries and regions, Decathlon knows how to create a seamless shopping experience for its customers.

To achieve cross-selling on their product pages, Decathlon partners with complementary brands to offer customers a more extensive range of products while enhancing their shopping experience. For example, if a customer is browsing camping tableware products, they may come across camping stoves from the gas brand Camping Gaz, which is separate from the Decathlon group.

This strategic partnership increases the customer's average order value and generates more turnover for both Decathlon and Camping Gaz. Decathlon takes a commission on each sale of Camping Gaz products, further strengthening their cross-selling relationship.

This cross-selling strategy drives more sales and helps Decathlon maintain its position as a leading sporting goods retailer in the world.

💙 Bigblue Tip

We recently discovered the Capio tool; this makes it easy to find the right partner site to cross-sell to! Use Reachmaker to find the right partner easily! This tool, created by Caroline Mignaux, analyses more than 2000 of your competitors and peers to propose collaborations adapted to your needs.

My obvi

My Obvi is a company that knows how to drive sales through cross-selling. As a provider of collagen protein products, including cereal-based protein powders for kids and adults, fat burners, and vegan collagen boosters, the brand is committed to providing its customers with a memorable experience.

Inspired by Amazon, My Obvi has perfected its checkout process to encourage customers to purchase more products. The "you may also like" section is transformed into "Enhance Your Results" to tap into the customer's desire for better results and offers related products at a discounted price.

To further encourage customers to spend more, My Obvi displays a gauge that shows how close the customer is to free delivery and the added benefit of receiving additional free products. The brand also offers a discounted bundled product offer to tempt customers with temporary price savings. To reassure customers, My Obvi displays a "30 Days Satisfaction Guarantee" banner in its checkout, ensuring that customers feel confident in their purchase.

By using these cross-selling tactics, My Obvi has increased its average order value and enhanced the customer experience.

Les secrets de Loly

Les Secrets de Loly is a French brand of hair products dedicated to providing the best treatment and care for curly hair. One of the brand's strengths is its email marketing strategy. The brand offers cross-selling products on its product pages and in its post-purchase emails, explicitly shopping cart abandonment emails.

To reduce customers' shopping cart abandon, Les Secrets de Loly send them an email with a straightforward design. The email is written in plain text, without images, to give the impression that a relative sent it. To encourage the customer to complete their purchase, the brand offers a complementary product if they proceed to payment. However, this offer is only valid for 72 hours.

In addition to cross-selling, Les Secrets de Loly also focuses on building customer loyalty. The brand includes personalised product suggestions in its abandoned cart emails to show customers that their shopping experience is tailored to their needs. By combining cross-selling with customer loyalty-building tactics, Les Secrets de Loly can increase its average order value and create a positive and memorable shopping experience for its customers.

Glossier

The brand Glossier has perfectly executed cross-selling through post-purchase emails that feature user-generated content.

Glossier has become a beauty industry leader by creating meaningful customer relationships and building brand loyalty. The brand's success stems from its ability to harness the community built from its blog, Into the Gloss, and turning it into a brand made by the people, for the people. For example, Glossier started a Slack channel where they invited some of their most engaged readers and fans to participate and chat directly with the brand, which became a product feedback loop.

In post-purchase emails, Glossier uses User-Generated Content to cross-sell products to its customers. By showcasing real customers using their products and leaving positive reviews, Glossier reinsures its customers and encourages them to try additional products. This not only increases the Average Order Value (AOV), but it also strengthens the brand's customer loyalty. With its innovative approach to customer engagement, Glossier continues to set a new standard in the beauty world.

💙 Bigblue Tips

With Bigblue's Recommended Products feature, use your tracking page to upsell products! Just activate the feature to offer your customers complementary items, or highlight your latest products on your Tracking Page. Unlock a new sales channel, increase your sales and your customer's lifetime value!

The beauty and wellness industry has undergone a significant transformation in recent years, with the rise of direct-to-consumer (DTC) and digital-native vertical brands (DNVBs).

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These innovative brands have disrupted the traditional retail model by offering customers a seamless, omnichannel experience that blends online and offline shopping.

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From in-store appointments to online ordering and home delivery, these DNVBs are leading the charge in the beauty and wellness retail space.

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In this article, we'll be highlighting five exceptional omnichannel strategies from DNVBs that have successfully entered into retail. From ethical and sustainable practices to unique and personalised shopping experiences, these e-commerce brands are setting the bar for the future of retail.

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Oh my Cream!

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Oh My Cream! is a brand that has truly succeeded in its retail journey, starting as a beauty advice blog in 2013, evolving into a multi-brand e-shop and now a reputable brand in its own right.

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The company has established itself as a reference in the "clean-beauty" industry, offering consumers safe and effective products that prioritise their health and well-being.

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From the very beginning, Oh My Cream! embraced the omnichannel principle, recognising that consumers are becoming increasingly savvy and expect a seamless shopping experience across all channels.

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The brand prides itself on creating strong, personal connections with its customers, and its brick-and-mortar stores provide the perfect opportunity to do just that.

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In 2014, Oh My Cream! opened its first shop in the heart of Paris, and it's been expanding ever since.

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Today, the company operates 22 shops in France and two in London, all dedicated to its skincare brand, Oh My Cream Skincare, launched in 2017 and now accounts for nearly 20% of its sales.

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Additionally, the brand has recently added a make-up line to its offerings, solidifying its position as a one-stop shop for clean-beauty.

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At the core of Oh My Cream!'s retail strategy are two keywords: clean products and expertise.

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The brand's knowledgeable advisers are trained in-store to provide expert advice and support, while online, the brand offers a wealth of editorial content, advice, and inspiration through its e-magazine.

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The personal shopper questionnaire is a particularly innovative touch, helping customers determine their specific skincare needs and providing personalised recommendations.

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In conclusion, Oh My Cream! has succeeded in becoming a leading clean-beauty retailer, thanks to its commitment to expert advice, clean products, and a seamless customer experience thanks to a successful omnichannel strategy.

Unbottled

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Unbottled is a French solid cosmetics brand that has successfully taken its retail strategy to the next level.

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Just one year after joining Sephora's 900 European shops, the brand opened its first standalone store in November 2022.

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The new Parisian store dubbed the "Temple of the Solid," is a testament to Unbottled's commitment to sustainable and waste-free beauty products.

Studies show that 82% of consumers prefer to buy from brands that share their values, and Unbottled is taking advantage of this trend.

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The brand's anti-plastic and zero-waste message is written on the walls of its new store, with slogans like "bye-bye plastic," "No more shady products in the shower," and the hashtag #dropthebottle serving as a reminder of the brand's commitments.

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This messaging is visible from the street, making it easier for customers to understand Unbottled's stance on sustainability.

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In addition to its clear messaging, Unbottled has also used only sustainable materials to build its new store, and the brand regularly communicates about its environmental commitments to customers.

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For instance, the sink in the store is not made from marble, but from recycled plastic, a fun and impactful detail that showcases Unbottled's commitment to sustainability.

Customer experience and feedback are also integral to Unbottled's retail strategy.

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The brand displays customers reviews in-store, just as it published user generated content on its e-commerce site, to provide reassurance and build trust with its customers.

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Unbottled's new store is a testament to the brand's commitment to sustainability and its desire to create an immersive and impactful shopping experience for its customers.

Si Si La Paillette

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Si Si La Paillette, the Parisian sustainable brand of plant-based glitter, has been on a mission to make partying and make-up more eco-responsible since its creation in 2020.

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With the values of ecology, inclusiveness, and celebration at its core, the brand has quickly made a name for itself in the beauty industry.

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Initially, the brand relied on online sales through its website and network retailers in France.

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The digital channel has proven successful, accounting for 60% of the brand's 2021 turnover. The brand now boasts a network of around 400 resellers.

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However, after just 6 months of activity, Si Si La Paillette decided to take the next step and opened its boutique, affectionately known as the "Glitter Bar."

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This physical space allows the brand to not only sell its products but also to develop its brand universe and bring its community together through events and workshops.

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The "Glitter Bar" also acts as a laboratory of sorts, where customers can leave suggestions in a small suggestion box.

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The brand has even opened a second-hand shop for glitter clothing, further solidifying its commitment to sustainability.

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The shop now accounts for 15% of the young company's turnover, proving that a brick-and-mortar presence can be just as successful as online sales.

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Baraboucle

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Baraboucle has been changing the game for curly hair since its creation in 2017.

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With a mission to cater to curly hair's needs, which had long been ignored in the hair industry, Morgane Brisson launched Baraboucle with a successful crowdfunding campaign.

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The brand offers a range of #CurlsFriendly, #SulfateFree, #SiliconeFree and #CrueltyFree products, catering to the needs of all curly haired individuals.

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Starting with an online marketplace, Baraboucle quickly grew to include ephemeral salons before finally opening its first permanent Bar à Boucle in the heart of Paris in January 2020.

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The salon is a hub for curly haired individuals, offering appointments that open every first of the month for the following month, giving everyone a chance to get their curls tamed and refreshed.

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Baraboucle is not just about pampering curls, it is also about being a responsible brand. The brand is part of the French association Coiffeurs Justes, which is committed to sustainable actions in the hair industry.

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All the hair cut in the salon is recycled and used as oil filters in ports, rivers, or during oil spills in the oceans.

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The brand has taken its commitment to sustainability even further by partnering with Terracycle to offer a recycling station for skincare and shampoo bottles.

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Each material is cleaned, processed, and transformed into granules or powder to make shipping pallets, watering cans, containers, and more.

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And to incentivise customers, Baraboucle offers a 10% discount at the checkout for every three recycled Baraboucle products!

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In conclusion, Baraboucle has successfully gone retail, offering a unique and personalized experience to its customers while also being a responsible brand.

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With its commitment to sustainability, Baraboucle is not just a place to get your curls tamed, it is a place to feel good about your hair and the planet!

Avril Cosmétiques

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Avril Cosmetique, born in the North of France in 2012, was founded by Alexis Dhellemmes with the aim of making organic cosmetology accessible to as many people as possible and to fight against over-packaging.

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Initially, the brand relied solely on online sales and word-of-mouth and social networks to build their reputation.

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However, after receiving feedback from customers who felt that buying this type of product online did not offer the possibility of testing it before going to the checkout, the brand opened its first shop in Lille in 2016.

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This turned out to be a great success, and ten years later, Avril has more than 45 points of sale throughout France.

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One of the key factors in Avril Cosmetique's success in going retail was their ability to translate their values into their brick-and-mortar stores.

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The reduction of packaging has become a source of constant innovation for the brand, and they are developing a range of micellar water tablets.

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Avril is also behind a reforestation program and has been financing the installation of windmills and photovoltaic panels since 2019, with their shops powered by green electricity.

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They are also developing zero waste products.

In terms of customer experience, each Avril shop is unique, expressing the essence of the brand through the singular eyes of a local architect.

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The brand is dedicated to offering a truly unique and memorable shopping experience, all while respecting the values that Avril holds dear, such as sustainability and reducing waste.

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Overall, Avril Cosmetique has successfully combined the benefits of online and brick-and-mortar shopping to create a retail experience that is both accessible and respectful of the environment.

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By staying true to their values, they have built a thriving retail business that continues to grow and inspire.

Have you considered expanding to the French e-commerce market? France is a rapidly growing market with a booming e-commerce industry. The French e-commerce market is one of the largest in Europe and has shown remarkable growth in recent years. Research shows the e-commerce market in France was valued at approximately $114 billion in 2020 and is expected to almost double to $203 billion by 2026, according to expert predictions

With an increasing number of French consumers turning to online shopping for their favourite products, this is an ideal time for your D2C brand to expand into this thriving market. Expanding your reach to an international market can provide countless benefits for your business, including increased growth and revenue opportunities. Before you start selling to these customers, you may wonder if it's a good idea to enter the French market and begin serving customers across France.

The benefits of selling to French consumers

From accessing a large consumer base to building a solid reputation, expanding your business to France give you the opportunity to:

A. Easily connect with an international market

Expanding your e-commerce brand to France opens the doors to a new market of potential customers. With an estimated 66 million people living in France, you can tap into a large consumer base with diverse needs and interests.

Launching in France also allows you to reach French-speaking customers in other countries, such as Canada and Belgium, giving you access to even more potential customers. For example, The Hut Group, a UK-based online beauty, health, and wellness retailer, has successfully expanded to France and can now reach a broader range of customers.

B. Boost sales revenue

With more than 41.6 million French people buying online, entering the French market can significantly increase your sales revenue. France has a strong economy and is home to many affluent consumers, making it an attractive market for e-commerce brands..

By launching your e-commerce brand in France, you can take advantage of this growth and increase your revenue potential. For example, Koio, a New York-based luxury sneaker brand, has experienced significant sales growth after launching in France and tapping into a new market.

C. Build a solid reputation in a new country

Establishing your brand in France can also help you build a solid reputation in a new country. Building a strong reputation takes time and effort, but it can lead to increased brand recognition and customer loyalty once established. This can be especially important for small e-commerce brands looking to establish themselves in a new market. For example, Skinnydip, a UK-based fashion and accessories brand, has built a strong reputation in France by offering high-quality products and exceptional customer service.

These e-commerce brands have successfully launched in France and are now reaping the benefits of tapping into a new market, boosting their sales revenue, and building a strong reputation in a new country. By following in their footsteps, you too can experience the many benefits of launching your e-commerce brand in France.

What to consider before launching your e-commerce in France

A. What do French consumers care about most?

French consumers are increasingly concerned with the environmental impact of their e-commerce purchases, particularly with regard to packaging and shipping methods. With 77% of the French population willing to switch from a brand whose production methods harm the environment, e-commerce businesses must implement sustainable logistics practices. Utilising recycled and recyclable packaging, eco-friendly carriers, and reducing over-packaging can attract and retain eco-conscious consumers. By highlighting these efforts on your website, you can appeal to the values and priorities of your French customers.

B. Will you ship from abroad or from France?

Regarding delivery preferences, French shoppers prioritise predictability and choice over speed. This sentiment reflects a broader idea against big retailers like Amazon, with labour unions forcing the company to shut down its warehouses for a month over safety concerns and limiting it to only essential purchases.

French consumers prefer to have their orders delivered to their homes, with 85% of shoppers choosing this method. The next most popular option is shipping to a pick-up location, at 68%, and click and collect comes in third at 28%. However, with stores reopening fully, click-and-collect usage is expected to increase.

20% of French e-buyers have used at least one express delivery service in the past three months, making it essential for e-commerce businesses to offer a range of delivery options to meet the diverse needs of their customers. In this ever-evolving landscape, staying on top of delivery trends and offering convenient options is crucial to customer satisfaction.

C. Additional benefits of shipping locally instead of internationally

• You can make the shipping process eco-friendly and thus, meet your new customer’s needs. Shipping locally offers many advantages for both e-commerce businesses and their customers.
• Shipping locally also makes the shipping process more accessible and more enjoyable for everyone involved. It eliminates the stress of international shipping and customs, allowing customers to receive their products when they want and need them. This improves their overall experience and increases the likelihood of positive reviews and user-generated content, further boosting your brand reputation in France.

D. What will you need to start selling in France?

When launching your e-commerce brand in France, you must consider various legal and financial requirements to start selling there. This may include obtaining business licenses, registering for taxes, and ensuring that your products comply with French regulations. Additionally, you will need a secure payment system to handle online transactions, such as a payment gateway or an online checkout process. To ensure you have all the necessary tools, it's advisable to seek the assistance of a legal or financial expert who has experience in launching e-commerce businesses in France. This will help you avoid costly mistakes and ensure that your brand is legally compliant.

How to connect with French consumers and entice them to buy from your e-commerce

A. Create a French-Friendly Version of Your Website: When launching your e-commerce brand in France, you must ensure your website appeals to your new customers. A great way to start is to translate your website into French. This will not only make your website more accessible to French customers but also show that you are making an effort to connect with them. Additionally, with over 28 million people in France purchasing items on their mobile devices, making sure your website is mobile-friendly is essential. This will help you reach a larger audience and provide a better customer experience.

B. Build a marketing campaign for the French consumers

• Utilise influencer marketing: Partner with famous French bloggers, vloggers, and social media influencers to promote your brand and products.
• Take advantage of advertising opportunities: Advertise your e-commerce on popular French websites and social media platforms, such as Le Bon Coin, Amazon.fr, and Facebook.
• Offer special promotions and discounts: Encourage French customers to make their first purchase from your e-commerce by offering exclusive deals and discounts.

C. Connect with social media influencers from France

• Collaborate with micro-influencers: Partner with up-and-coming influencers in France to promote your brand to their engaged followers.
• Use Instagram influencer marketing: Instagram is a popular social media platform in France, with a large and active user base. Partnering with French influencers on this platform can help you reach new customers and increase your brand's visibility.
• Utilise Instagram stories and reels: Utilize Instagram stories and reels to showcase your products and connect with French consumers through fun and interactive content.

For example, if your e-commerce brand sells natural skincare products, you could partner with French influencer @julienka_ on Instagram to showcase your products in her skincare routine posts or run targeted ads on the French famous second-hand marketplace Leboncoin to reach French consumers interested in eco-friendly and sustainable products. By connecting with French influencers and utilising targeted marketing campaigns, you can effectively reach and engage with your target market in France.

Are you looking to set your e-commerce brand apart in an increasingly competitive market? The delivery and post-purchase experience can be the determining factor in building a loyal customer base.

In this blog post, discover ten tips to enhance delivery and create a seamless and enjoyable customer experience. From providing accurate delivery dates to a memorable unboxing experience, we'll guide you through ways to drive conversion rate and boost customer satisfaction. Whether you're established or launching your business, these tips are the key to elevating your delivery and post-purchase game.

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1. Specify exact delivery dates to boost conversions on product pages

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In today's market, providing accurate delivery dates is crucial in driving conversions and customer retention. Did you know that displaying the estimated arrival time on the product page can result in a 9% decrease in abandoned cart rates?

Companies like Amazon and Asos are setting the bar high for delivery experiences: providing multiple delivery options, including same-day or next-day delivery and curbside pickup on Amazon lockers in convenient locations, booking a delivery slot and building a customer loyalty program like Prime! These brands make it easy for customers to receive their parcels.

But how can your brand keep up with this new delivery promise standard? By leveraging technology, such as the Bigblue Fast Tag and Tracking Page, you can provide customers with accurate delivery dates and precise ETAs, making the entire delivery process more transparent and reliable.

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2. Offer multiple shipping services and options

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Customers like options when it comes to delivery methods. Not everyone likes to receive their packages at home and would prefer to retrieve their parcels from a nearby business, pick-up from the store or choose a specific day and time for home delivery.

Customer data from MetaPack reveals that nearly 90% of buyers said that delivery options were an important factor in their purchasing decision, while a staggering 63% are more likely to become repeat customers if the merchant offers the delivery options the buyer trusts.

How are well-known brands leveraging shipping methods? Zappos offers free shipping and returns, making shopping easy and stress-free for customers. To satisfy customers, Walmart offers free in-store pickup, same-day delivery, and standard shipping options.

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3. Express delivery is a must

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Fast delivery is becoming a crucial aspect of the e-commerce experience, as customers often require their packages to arrive as soon as possible. Express shipping reassures clients about timely delivery, but it can also help save the day for customers during busy times like the holidays.

Offering express delivery can set your e-commerce business apart from the competition and provide customers with a superior shopping experience. A customer survey by MetaPack found that 45% of e-shoppers are willing to pay more or privilege buying from a merchant if they offer a faster delivery option. By providing this option, you can increase buyer satisfaction and boost customer lifetime value with repeat purchases.

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4. Provide free shipping options

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Providing free shipping options can be vital in increasing the number of conversions for e-commerce businesses. 80% of consumers expect free shipping for high-value shopping baskets. Providing free shipping has evolved from being just an added convenience to a must-have for e-commerce businesses.

To protect your margin, you can offer free shipping for purchases above a certain amount. This not only entices customers to spend more to receive free shipping, but it can also increase the average order value. For example, the beauty brand Sephora offers free standard shipping for all orders over $50. They also allow customers to upgrade to express shipping for a fee, providing flexibility for customers who need their purchases delivered quickly.

By finding the right balance between offering free shipping and covering shipping costs, companies can drive conversions and provide a better shopping experience for their existing customers.

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5. Enhance communication with customers

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Order tracking and order confirmation emails have a staggering open rate of 75%, compared to the 25% of marketing emails. Use post-purchase email campaigns to your advantage!

For instance, online beauty retailer Sephora sends customised product recommendations based on a customer's purchase history. Meanwhile, clothing brand Everlane sends follow-up emails to customers who have recently made a purchase, offering them a discount on their next purchase.

Another way to enhance communication with customers is through custom messaging. Online furniture retailer Wayfair uses targeted messaging to promote special offers and discounts to customers who have shown an interest in a specific product. Doing this can increase the likelihood of a customer making a purchase.

Effective communication not only improves customer satisfaction but also helps build brand loyalty. By keeping customers informed and engaged throughout the entire delivery process, e-commerce brands can foster a positive image and drive repeat business.

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💙 Bigblue Tips

Use our Integration with Klaviyo to build flows from your logistics data. Schedule your emails according to order status, segment your emailing bases according to customer satisfaction and increase your repeat purchase rate!

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6. Track buyer satisfaction

Measuring customer satisfaction is an essential aspect of driving conversions on your website. Acquiring a new client is eight times more expensive than retaining an existing customer. As such, it is crucial to find ways to measure customer satisfaction and use that information to improve the customer experience.

One way to measure customer satisfaction is through customer feedback like surveys or online reviews. For example, electronics retailer Newegg has a dedicated customer feedback section on its website where customers can rate their overall experience and leave detailed reviews. Similarly, furniture retailer Overstock allows customers to place their purchases and leave feedback for other customers.

Another way to measure customer satisfaction is through customer support interactions. For instance, the online clothing retailer Modcloth provides customers with a comprehensive FAQ section and a live chat function for immediate support. They also encourage customers to leave feedback on their purchases, which can be used to inform future decisions regarding product offerings and customer support strategies.

In conclusion, measuring customer satisfaction is crucial to driving conversions on your website. By providing customers with opportunities to give feedback and interact with your brand, you can gather valuable insights into their experiences and use that information to improve the customer journey.

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💙 Bigblue Tips ‍

Use Bigblue’s Shipping confirmation emails to collect customer reviews and increase your lifetime value and net promoter score.

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7. Facilitate Returns for Increased Customer Satisfaction

The ability to quickly return products is crucial to the customer experience. A buyer-friendly returns policy can go a long way in building customer trust and loyalty. In fact, according to Tim Dumain, it’s 7 to 8 times cheaper to get a customer to place another order rather than to acquire a new customer.

Here are some e-commerce brands that are doing it right:

1. Patagonia - This outdoor clothing brand is known for its sustainable commitment and customer satisfaction. Their returns policy is clear, simple and integrated into their costs.
2. Everlane - This online fashion retailer has a "Choose What You Pay" program, allowing customers to select from three different prices for items, with the highest price supporting their greener efforts. They also have a hassle-free returns policy, making it easy for customers to return items if they don’t work out.
3. Warby Parker - This eyewear brand has a "Home Try-On" program that allows customers to try five pairs of glasses for five days before making a purchase. If customers decide not to buy, they can return the mirrors in the pre-paid return package.

By making it easy for customers to return products, these e-commerce brands show that they trust their customers and are committed to their satisfaction. This can go a long way in building customer loyalty and increasing the likelihood of repeat business.

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💙 Bigblue Tips

Use Bigblue’s Return Portal to facilitate your returns, and use our Store Credit option to increase sales like CAVAL or FROM FUTURE!

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8. Maximize lifetime value with customised follow-up

One of the best ways to increase customer loyalty and drive more conversions is to offer branded follow-up after a purchase. This can include follow-up emails, surveys, or even phone calls to check in and see how the customer is enjoying their purchase. By doing this, e-commerce brands can not only build better relationships with their customers but also gather valuable feedback that can be used to improve their products and services.

An example of a brand that excels in this area is Birchbox. After customers receive their monthly beauty box, they are sent a follow-up email asking for feedback on the products they receive. Birchbox also offers a loyalty program that rewards customers for making repeat purchases and leaving product reviews, increasing their lifetime value.

Another brand that uses personalised follow-up effectively is Unbottled. After customers receive their products, they are sent a follow-up email asking for feedback and offering assistance with any issues they may have. Unbottled also offers customers a "10$ voucher" using their referral program.

By offering personalised follow-up and building relationships with their customers, e-commerce brands can increase customer loyalty and maximise their lifetime value. Personalised follow-up shows customers that the brand cares about their experience and provides valuable feedback that can be used to improve its products and services.

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💙 Bigblue Tips

Use Bigblue’s Integrations with Gorgias and Zendesk to optimise your follow-up emails and create personalised flows.

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9. Enhance the Unboxing Experience

Unboxing is a crucial moment in the customer journey, as it sets the tone for the entire post-purchase experience. Creating a memorable and enjoyable unboxing experience can drive customer loyalty and increase the likelihood of repeat purchases.

For instance, cosmetics brand Glossier elevates its unboxing experience by packaging its products in a fun and Instagram-worthy manner. The brand uses cute, branded boxes and tissue paper, adding extra luxury to unboxing.

Luxury fashion brand Gucci takes it further by including a custom-branded dust bag for its products. This adds an extra layer of luxury and exclusivity to the unboxing experience, further strengthening the customer's connection to the brand.

To maximise the unboxing experience, it's essential to think about the packaging, the materials used, and the presentation of the products. Consider adding special touches like branded tissue paper, custom packaging or including a personal note from your team.

Creating a unique and memorable unboxing experience can turn a simple purchase into a standout moment for your customers and drive repeat purchases.

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10. Transparency is Key - Maintain Complete Cut Off Awareness

Delivering products on time is essential to any e-commerce business, as it directly impacts customer satisfaction. However, unexpected circumstances such as traffic, weather conditions, or technical issues can disrupt the delivery process, causing customer frustration and disappointment. To avoid this, e-commerce brands must remain transparent about their cut-off.

An example of a brand that maintains this level of transparency is Apple. Apple's online store provides real-time updates on the order and delivery status, ensuring that customers are aware of any potential delays. This helps to manage customer expectations and ensures that customers are prepared for any inconvenience.

Similarly, the beauty brand Sephora also uses a transparent cut-off process by sending timely notifications to customers about the expected delivery date and any potential delays. This level of transparency helps to build trust with customers and reduces the risk of disappointment.

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In conclusion, the cut-off is an essential part of the delivery process, and e-commerce brands must remain transparent about it. By providing accurate information and updates on the delivery status, e-commerce brands can ensure that their customers are aware of potential delays and are prepared for any inconvenience. This helps build trust and foster a positive customer experience, leading to increased customer satisfaction and repeat business.