officer at Allstar Products Group, the consumer products company behind many of the top As Seen On TV
brands, including Snuggie, Topsy Turvy, Magic Mesh, and
most recently, the Simply Fit Board.
These checkpoints include traditional correspondences, such as order confirmation, shipping confirmation,
and delivery confirmation emails. To help their customers get started with their new products, Allstar also sends
a “Tips and Tricks” email “so our customers can have the
best experience using the product,” says Weinstein.
“We are piloting some additional touchpoints in 2017,
which we believe will be instrumental in furthering a
beneficial customer experience,” he says. “Accurate and
timely communication while giving the customer what
they want, when they want it, is essential.”
For companies with an international consumer base,
it’s also important to note that fulfillment expectations
may be different in the U.S. than other counties. Igor
Credali, the digital and e-commerce manager of Kiko
Milano USA, the Milan, Italy-based international cos-
metics brand that expanded to the American market in
2015, says that post-purchase correspondence in the U.S.
is much more defined.
In Response’s Kiko Milano USA cover story (August
2016), Credali described the importance of localizing the
experience by partnering with Linc, a Northern Califor-nia-based vendor that helps brands turn their order tracking and return experience into a revenue opportunity.
Along with a simple return process and the opportunity to share delivery feedback, customers are offered a variety of ways to stay connected and engage with the brand,
including SMS text alerts and product recommendations.
Post-purchase engagement in its SMS channel increased
33 percent, and the effort reduced “Where is my order?”
customer service calls by 25 percent. Best of all, Kiko
Milano converted 14 percent of customer returns into
“Customers want fast and efficient delivery at no
cost,” says Credali. “It is important to quickly reply and
solve any issues as soon as they arise. Linc helped us by
keeping customers informed in real time.”
Fulfillment correspondence is all about setting expec-
tations and, in many cases, a chance to build anticipa-
tion. This is especially true for products that include an
element of surprise — like mystery subscription boxes.
Supply Pod, for example, is a monthly delivery of
mystery goods curated by the “professional Geeks at
Outer Places,” a news and reviews online publisher that
intersects science with science fiction. Each month, Supply Pod focuses on a new theme. Past pods have featured
space exploration, “Star Wars,” warp speed — and its
latest is about robotics. Louis Monoyudis, chief operating
officer of Supply Pod and Outer Places, says that part of
setting expectations and ensuring happy subscribers is
letting people know when a new box will ship, what the
BY NICOLE URSO REED