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How expert logistics can improve ecommerce customer satisfaction

Today’s consumers have a whole world of choice at their fingertips, and with the ability to quickly shop around it’s more important than ever that retailers are in tune with their customers’ needs.

Pick Tower

If a retailer fails to meet their expectations, they will simply look elsewhere when it comes to future purchases. A study by Oracle found that 89% of customers begin business with a competitor following a poor customer experience which shows that one bad experience can lead even the most loyal of customers to turn their back on a brand, and public complaints over social media can put off other potential buyers.

When it comes to ecommerce, customer expectations are now at an all time high and this is only set to increase further as retailers strive to meet these demands. To be successful in this ruthless marketplace, businesses need to offer unrivalled ecommerce customer satisfaction, to help turn casual shoppers into loyal, repeat customers. According to a study by Tempkin Group (2017), 86% of shoppers are more likely to repurchase after a great experience and a study by Bain & Co shows that a 5% increase in customer retention can increase profitability by a staggering 75% which shows that achieving ecommerce customer satisfaction from the offset is essential.


With a growing number of ecommerce retailers now offering next day and same day delivery options, the speed in which a business is able to respond to orders placed is critical. Delivery times are directly impacted by these response times, and this is key to meeting the demanding delivery schedules that customers have come to expect. A study by Dropoff found that 53% of consumers abandoned an online purchase because of slow delivery times.

A highly capable warehouse management system is the backbone of any successful logistics operation, and one which allows workers to action or respond to orders as soon as they are entered is essential in this fast paced environment. 

Warehouses that are properly equipped for the specific type of products a retailer sells can also help to further increase speed and efficiency. For clothing retailers, this could mean hanging garment areas that allow quick and easy access to products, and fast pick areas that are intelligently replenished as needed. For more information on CML’s ecommerce pick and pack service,  please click here.


It’s clear that the speed of ecommerce fulfilment now plays a large role in customer decision making when it comes to purchasing items online. Customers increasingly expect flexibility, with brands offering options as to how and when goods are delivered to provide as much convenience as possible. According to research conducted by Internet Retailing during 2018, 59% of the Top500 UK retailers offer next day delivery and with click and collect now as commonplace as next day, it is interesting to note that 62% of Top500 retailers offer click and collect services.

Cut off times for next day delivery across the UK, Europe and even USA, along with clear lines of communication and system integration with logistics partners, are essential to help maintain ecommerce customer satisfaction and allow warehouses the time needed to process these orders.


Ease of returns and a clear returns policy are regularly cited by consumers as a major deciding factor in where they choose to shop online. As an online retailer, this means it’s incredibly important to get this right to avoid putting potential customers off.

Internet Retailing confirms that at least 40% of all online fashion purchases are returned so it is imperative that returns are as effortless as possible for the customer, whilst still remaining cost effective for the business. This can be a fine line, as returns can often cost more to process than orders. However, with an expert logistics partner in place, this is achievable. An efficient returns process not only creates happier customers, but can also help to cut costs by reducing labour and waste.

Returns should be just as efficient as the outbound operation, with orders flagged up as soon as they are received back into the warehouse and logged against a central customer database. This means returns can then be quickly processed, decreasing the time a customer will need to wait for their refund.

Customers expect to have their money refunded as soon as possible, and untimely processing can quickly damage a brand's customer service reputation. To help tackle this, customers should be kept updated on the status of their return as it’s processed and have a clear idea of when they can expect to receive their refund. In addition, the returns processing team need clear guidelines to be able to make decisions about the refund status. System integration provided by an expert logistics partner can prove the difference in providing the updates that keep customers satisfied when returning goods. For more information on the latest trends on returns, please click here


CML3 Pick Tower 1

Expert logistics through efficient storage and quick response. Packaging is an important part of the shopping experience for customers and is something that should not be overlooked.

Packaging is critical to your brand and is the first impression a customer will have when they receive their order. Research conducted by GWP Packaging found that around 10% of consumers consider a product’s packaging almost as important as the brand itself (12%).

Poorly packaged goods can leave customers unsatisfied with their experience of a brand, even before they’ve looked at the goods inside. This can colour their view and have a negative impact on how they perceive the brand in the future. Inadequate packaging can also leave products at risk of damage or creasing during shipping and handling. However, it’s crucial to strike the correct balance between brand experience and cost efficiency. For example, packages are often cheaper than boxes, and can be ideal for non-delicate items. An expert logistics partner will be able to help recommend the packaging options and processes to deliver a perfect brand experience and improve customer satisfaction.


Customers expect retailers to know exactly where their order is at all times, especially if it has been delayed and hasn’t reached them by the expected date. However, the reality is that not all businesses have the systems required in place to be able to answer this accurately. A fast and helpful response to this type of query is the best way to keep customers satisfied and mitigate any negative feelings. A survey in 2018 by Dropoff found that 88% of consumers say the ability to track shipments in real time is important.

To achieve this, an expert logistics partner provides customer service teams with access to real time order status and all the necessary information. This should include checkpoints the order passes through both in the warehouse, and once it is sent out for delivery. With a full overview of the order, retailers are then able to respond to the customer with the accurate, real time status of their parcel and answer any further questions they may have around this.

An expert logistics partner also has the technology to provide customers with remote access to order status via an online portal which can be made available via an app on a smartphone or web browser.

Furthermore, an integrated supply chain provides a seamless solution from point of origin through to final mile delivery with visibility at key milestones, which has the further advantage of upstream tracking of product, increased visibility and competitive advantage for the business.                                                                      


Returns infographic

To ensure products get to customers in pristine condition it’s important to have robust quality control processes in place. Faulty or damaged products should be spotted and dealt with early, to prevent them from unknowingly making their way to customers.

Alongside this, stringent checks should be carried out on all items that are received as returns before they go back into circulation. Items returned can often arrive in less than pristine condition, making them unfit for resale. Garments should be carefully inspected for make up marks, popped seams, snags, pet hair and odours that could potentially ruin a future customer’s experience of the brand. Not spotting these issues before items are delivered or put back into stock leads to poor ecommerce customer satisfaction, and adds unnecessary inconvenience and annoyance for the customer who will need to return affected items. For more information on the inspection services CML provides, please click here.


With a vast range of products, managing the thousands of individual SKUs that come with this can prove to be a real logistics challenge. Improper management of these units can lead to picking errors and end with the wrong products being shipped to customers. This is not only inconvenient for the customer, but also creates unnecessary cost, with items needing to be shipped back to the distribution centre and then quickly replaced. This can have a noticeable cost impact on reverse logistics operations if businesses regularly get this wrong.

Expert logistics providers have the systems and processes to maintain faultless management of SKUs to ensure the right product is delivered each and every time.


A single reliable and accurate stock inventory is an essential component of omnichannel retailing and can only be provided through expert logistics operations. This makes it simpler and more effective for retailers to keep track of stock numbers, no matter where goods are within the business. As retailers continue to innovate, a number of these now have the capability to provide stock checking facilities for customers through their websites or apps.

For a truly accurate inventory of all products, stock management systems should have the capability to update numbers in real time and take into account stock across both stores and distribution centres. This prevents customers placing orders for products online which may be out of stock, and also allows retailers to fulfill orders through the most appropriate channel, whether this is from a distribution centre or nearby store with excess stock. 

To a customer it makes no difference where a product has come from, only that they have the product they wanted. For businesses, this creates an unmissable opportunity to maximise the performance of existing stock within their network.

Find Out How Our Expert Logistics Can Help To Improve Your Ecommerce Customer Satisfaction

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