customer experience

New definition of customer experience in logistics: MDX over NPS

2025-08-26 przez Michał Wójcik

Why Logistics = CX?

Just a few years ago, logistics was treated as the “back office” of e-commerce – a necessary element, but not considered a source of competitive advantage. Today the situation looks very different:

as much as 60% of e-commerce costs are generated by the last mile,
delivery has become the most visible and emotional customer touchpoint – the moment when the brand promise meets reality,
every mistake (delay, lack of information, difficult returns) is immediately visible in reviews and directly impacts future purchases.

Why NPS is no longer enough?

The traditional Net Promoter Score (NPS), for years seen as the gold standard for measuring satisfaction, is too simplified. A single question (“Would you recommend us?”) does not reflect the full picture:

it does not measure the emotions connected with delivery,
it fails to capture competitive differences such as speed of problem resolution or flexibility in changing the delivery location,
it does not account for the B2B perspective – for example, how easily a store or marketplace can handle shipping and system integration.

The New Approach – MDX

That is why a new metric is gaining traction in logistics – MDX. Unlike the narrow NPS, MDX provides a framework for evaluating experiences in three dimensions:

Functional – does the service work seamlessly and reliably?
Emotional – how does the customer feel when interacting with the brand?
Brand-differentiating – does the logistics experience meaningfully distinguish the company from its competitors?

Case studies show that MDX is not just a theory:

InPost drives loyalty through simplicity of parcel pickup and strong local brand positioning.
Nova Post introduced the voice assistant “Sendy” in self-service zones, enhancing functionality while adding inclusivity.
SwipBox redefines parcel lockers, turning them from metal boxes into a software-driven, customer-centric ecosystem.

How Can Companies Move from NPS to MDX?

Moving from NPS to MDX does not mean abandoning NPS. It is worth using NPS as a “quick pulse” indicator, but complementing it with a focus on meaningful differences – the real drivers of loyalty and competitive advantage.

Customer journey mapping

NPS measures satisfaction at a single point in time; MDX requires a full-process perspective.

Map the process from purchase → shipping notification → tracking → parcel collection → return/complaint.
Identify all customer and merchant touchpoints (e.g. ease of label generation, system integration).
Tools: service design, customer journey maps, mobile app heatmaps.

Analyzing emotional “Moments of Truth”

Customers remember not the entire process, but specific moments that trigger strong emotions.

Does the app provide a sense of control (e.g. changing delivery location easily)?
Is parcel locker pickup quick and intuitive – or frustrating?
Is the returns process painless – or stressful?

In practice:

Include qualitative research (interviews, courier shadowing, UX testing).
Measure emotions via short post-interaction surveys (“How did you feel when collecting your parcel?”), language analysis in online reviews, and even biometrics (eye-tracking and emotion research in UX).

New data sources and AI for experience analysis

MDX requires merging “hard” data (timeliness, SLA) with “soft” data (emotions, brand perception).

AI/ML to analyze customer comments and reviews – automatically capturing emotions (sentiment analysis, topic clustering).
Integrating operational and CX data – e.g. linking delayed shipments with the volume of negative reviews.
Chatbots and voicebots as real-time insight sources – analyzing customer frustrations and questions.
MDX Dashboard – combining SLA, retention, emotional satisfaction, and brand perception metrics.

Pilot + scale

Start with a single segment (e.g. parcel lockers in big cities, cross-border returns).
Introduce MDX metrics alongside NPS – compare outcomes.
Identify which aspects of the experience truly differentiate the brand (e.g. flexibility in redirecting a parcel).
Scale the solution across the entire network.

MDX as the new standard in logistics: what are the business benefits?

The business benefits are multidimensional:

Higher loyalty and retention – a customer who receives their parcel effortlessly is far more likely to return.
Brand differentiation – logistics becomes a competitive advantage: touchless lockers, 1-click redirection, multi-carrier networks.
Premiumization opportunities – growing numbers of consumers are willing to pay more for green, flexible, or personalized delivery.

What’s more, a well-designed delivery experience functions as a marketing channel. Advertisements can be skipped – but the emotions tied to a fast, convenient delivery last. This transforms logistics from a cost center into a strategic brand-building tool.

MDX as the future of logistics – turning experience into business advantage

The era of measuring satisfaction with a single question – “Would you recommend us?” – is over. In last-mile logistics, it is no longer just about costs and timeliness, but also emotions and brand perception. MDX is becoming the new standard that allows online retailers not only to reduce errors but also to build loyalty and stand out in the market.

Customers now expect convenience, flexibility, and consistency – whether they pick up a parcel in Warsaw, Berlin, or Prague. This creates a huge opportunity for companies that invest in international solutions and can translate the MDX philosophy into cross-border practice.

Alsendo International: putting MDX into practice

Alsendo International helps e-commerce businesses turn this vision into reality. Through flexible integrations and a network of trusted local carriers across Europe, we:

simplify international shipping,
ensure fast, convenient, and reliable deliveries,
reduce costs while increasing predictability.

This allows online retailers to focus on sales and growth, while we handle the complexity of cross-border logistics. In practice, it means your brand can deliver on the promise of a “meaningfully different experience” at international scale.

Ready to make logistics your growth driver, not your bottleneck?

Sign up and start shipping with Alsendo International – and bring speed, flexibility, and reliability to your cross-border deliveries.

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Source:

LAST-MILE INNOVATION REPORT 2025

7 out of 10 shoppers want AI in their shopping journey

2025-08-20 przez Krystian Palica

71% of consumers want generative AI in shopping

According to Capgemini’s 2025 report, 71% of consumers want generative AI integrated into their shopping experiences, both in digital and physical stores. The survey, covering over 10,000 participants across 13 countries, confirms that AI is no longer seen as futuristic but as an expected part of customer experience.

66% of Gen Z and 65% of Millennials expect hyper-personalised recommendations driven by generative AI — tailored not only to past purchases, but also to mood, location, and seasonal trends.
In Poland, Focus on Business reports that 7 in 10 consumers already use AI tools in everyday life — often unknowingly, through smart filters in shopping apps or marketplace recommendation engines.

Business takeaway: AI integration is no longer a competitive edge; it’s the market baseline. Retailers that don’t implement intelligent search, recommendations, and customer support risk losing their most valuable segments, especially younger generations.

70% of shoppers expect smart, personalised features

The DHL “E-commerce Trends 2025” report reveals that 70% of consumers expect online stores to offer AI-driven shopping features such as visual search, contextual recommendations, personalised offers, or voice commerce.

This expectation spans all age groups: even the 45+ demographic increasingly uses AI when tools are simple and deliver clear value, like finding product equivalents via image search or instantly comparing offers across retailers.
KPMG data shows 61% of consumers see personalised shopping experiences as a key purchase driver.

Business takeaway: AI-powered features are no longer a “premium add-on” but a core requirement for modern e-commerce. Deploying visual search, voice commerce, and dynamic recommendations must be a strategic priority to remain competitive and increase customer loyalty.

AI boosts engagement, but conversion needs work

Adobe’s 2025 e-commerce trends report shows that AI shopping tools directly impact user behaviour. Retailers that adopted generative AI recorded:

+8% longer average session duration
+12% more pages viewed
–23% lower bounce rate

AI clearly drives engagement and exploration. However, conversion rates remain below e-commerce averages. Many shoppers treat AI as a source of inspiration and make purchases later, sometimes in different channels.

46% of surveyed consumers trust AI more than friends when choosing fashion items.

Business takeaway: AI drives engagement but must be paired with conversion strategies. Seamless omnichannel journeys, limited-time offers, and strong CTAs are essential to monetise AI-driven interactions.

Consumers are already using AI and want more

A US study found that 39% of consumers have already used generative AI tools in shopping, from chatbots and recommendation engines to visual search. Another 53% plan to use them this year.

In Poland, 70% of consumers already interact with AI in daily life, through marketplace algorithms, dynamic pricing engines, or smart product filtering.

Business takeaway: customers are not waiting for AI to “arrive” in e-commerce, they’re already using it. Not offering AI tools means losing share to competitors that deliver smarter, more interactive shopping experiences.

AI as a trusted shopping advisor

Consumer trust in AI has grown significantly. In categories like fashion, beauty, and electronics, AI is increasingly the “first consultant”, filtering, suggesting, and guiding purchases.

Business takeaway: growing trust in AI allows brands to strengthen loyalty through transparency. Explaining why a product is recommended (“because it matches your style and recent searches”) builds credibility. Transparent AI will become a cornerstone of brand–customer relationships.

Start with AI where it matters most: delivery

You don’t need costly or complex integrations to bring AI into your store. Start with the foundation of a great shopping experience: fast, reliable, predictable delivery. AI-driven shipment automation shortens fulfillment times, increases customer satisfaction, and drives loyalty.

See how to automate shipping

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The psychology of expectation – why customers care so much about fast delivery?

2025-07-31 przez Kamil Krzos

The instant gratification effect – immediate satisfaction of needs

Today’s consumers live in a world of immediacy – with a single click, they can order food, buy products from across the globe, pay bills, or book consultations online. This lifestyle strongly shapes purchasing behaviour, a phenomenon known in psychology as the instant gratification effect. The quicker a customer receives their order, the greater their satisfaction and the stronger their positive association with the brand.

Why does this work in e-commerce?

Research shows that online shopping is not just transactional – for many customers, it’s a form of reward, and delivery is a key part of this gratification. Walter Mischel’s famous 1972 Marshmallow Test demonstrated that even adults prefer smaller rewards sooner rather than waiting for larger ones later. In e-commerce, this translates into a preference for fast delivery even at a higher cost.

Data highlights:

23% of consumers are willing to pay extra for faster and more reliable delivery to avoid frustration related to waiting and uncertainty about product arrival.
70% of customers say delivery experiences influence their loyalty to a retailer.
43% report they would abandon a purchase if the delivery time is too long or unpredictable.

Not surprisingly, market leaders like Amazon Prime and Poland’s InPost build their competitive edge by minimising the time between purchase and product delivery. This need for immediacy extends beyond physical goods – the same pattern is seen in streaming services, instant payments, and online bookings, where customers expect immediate results upon making a decision.

The phenomenon of frictionless shopping – buying without friction or delays

Every moment of waiting becomes friction – a barrier that blocks the purchase decision. Today’s consumer expects not only an attractive product but a completely seamless buying experience – from clicking “buy now” to receiving the package. Any obstacle, uncertainty, or delay is friction that can discourage completing the transaction.

In the digital age, where convenience, speed, and predictability dominate consumer expectations, delivery time has become one of the most critical brand touchpoints.

Research shows:

The average global cart abandonment rate is 70.19%.
22% of abandonments occur due to slow delivery.

This means more than one in five shoppers quit precisely because they fear delivery delays, clearly showing the importance of fast, predictable shipping. Importantly, reports emphasise that a lack of transparency about delivery times deters customers even when product prices are competitive.

Why is fast and predictable delivery key to customer loyalty?

Year after year, not only do customer’s expectations for delivery speed rise, but so does their demand for full predictability and clear communication. Modern consumers want to know when they will get their product and won’t tolerate uncertainty.

Data confirms this:

66% of consumers expect delivery options to be not just fast, but clearly defined and predictable.
70% say negative delivery experiences are sufficient reason to stop shopping at a retailer altogether.
Customers who have experienced delays or unclear delivery communication are 47% less likely to return, even if the product met their expectations.

This means that errors in logistics don’t just affect single transactions, they can cause permanent customer loss.

Market leaders know time is money – examples from Amazon Prime and InPost

Major e-commerce players have long understood that eliminating delays and uncertainty in delivery translates into higher sales, loyalty, and competitive advantage.

Amazon Prime: A subscription program based on lightning-fast delivery, often within 24 hours or same-day. This model builds customer loyalty and effectively minimises friction, barriers linked to wait times.
InPost (Poland): The popularity of parcel lockers and flexible delivery options keeps growing because they allow customers to pick up parcels quickly and conveniently, without long waits. By focusing on automation and punctuality, InPost effectively meets the psychological need for immediacy in e-commerce.

The expectation paradox: faster delivery = higher demands

Interestingly, the more the market conditions customers to expect express deliveries, the more impatient they become, and the quicker they switch retailers over the slightest problem. This is a paradox:

Customers want their products faster and more reliably, but…
the faster they get them, the less tolerant they are of delays or uncertainty.

Thus, delivery speed is not just a one-time competitive advantage, it’s a daily trust test retailers must pass flawlessly.

What’s the takeaway for your online store?

Modern customers aren’t loyal to brands that fail at delivery. Building trust takes weeks or months, but it can be lost in a single day of delay. Therefore, investing in fast, predictable, and transparent delivery processes isn’t a luxury – it’s a prerequisite for survival in today’s market.

In practice, managing these challenges is made easier by modern tools like Alsendo Business Pro, which allows efficient coordination of logistics processes, automatic selection of the best carriers, and provides customers with constant access to shipment status information. Such solutions help minimise the risk of delays and enhance the shopping experience, which translates into greater customer loyalty.

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Why offering multiple delivery options in your e-commerce is a necessity today?

2025-07-02 przez Alsendo

What is multi-channel delivery offering and why does it matter?

Multi-channel delivery (multi-carrier shipping) is a strategy that involves providing customers with a full spectrum of order pickup options, tailored to different life scenarios. It’s not just a choice between one courier company and another, but primarily a choice between different pickup methods.

Door-to-door couriers and parcel lockers

The foundation, of course, is door-to-door couriers (e.g., DPD, UPS), essential for bulky orders or for people working remotely. However, alongside them, parcel lockers play a crucial role (e.g., InPost, Orlen Paczka), dedicated to the “on-the-go” generation that wants to pick up a package on the way to the gym, even in the middle of the night.

PUDO points

Complementing this offering are PUDO points (Pick Up Drop Off), i.e., pickup at partner locations such as Żabka stores, Ruch kiosks, or Shell gas stations. This is an ideal solution in smaller towns, where the density of parcel lockers may be lower, but a grocery store can be found on every corner. We can’t forget about express deliveries for customers in emergency situations.

Example of multi-channel application in practice

Let’s imagine a young mother ordering a supply of diapers (large size – she’ll choose home courier delivery) and a student ordering a phone case (small size – he’ll choose a parcel locker). A store offering only one method automatically excludes one of these groups. Flexibility is key to serving every customer segment.

What impact does the number of delivery options have on online store conversion?

How the lack of preferred delivery method affects cart abandonment

Market statistics indicate that the lack of a preferred delivery method accounts for a significant portion of abandoned carts. The data is alarming: as many as 81% of global shoppers abandon their cart if they don’t see their preferred delivery method. Moreover, the problem also concerns return logistics – 79% of customers give up on a purchase if the store doesn’t offer their favorite return method. Customers are impatient and act on impulse. Every extra second spent filling out forms or searching for a pickup point address is a risk that the buyer will close the browser tab.

Technology supporting customer decisions

This is where technology meets sales psychology. Solutions such as Alsendo Business Pro and our intuitive map of shipping and pickup points act as a conversion accelerator, eliminating typical barriers. The map allows for quick selection of a pickup point without the need to manually enter the parcel locker address or search for its code on Google – the customer simply clicks on a point on the map. Thanks to geolocation, the system immediately suggests points closest to the buyer, which radically shortens the checkout path.

Impact of visual map on conversion

Implementing a visual map instead of a long dropdown list makes the decision-making process more fluid. The customer sees that the pickup point is “just around the corner,” which psychologically brings them closer to owning the product. This directly impacts higher conversion rates.

Logistics tailored to customer lifestyle

The modern consumer is often a “nomad” – working in a hybrid model, traveling, combining family life with active recreation. Such a customer is rarely home during standard courier working hours (9:00 AM–5:00 PM). The OOH (Out-of-Home) trend, i.e., deliveries and returns outside the home, is growing dynamically. Customers are looking for locations that fit their flexible lifestyle. Statistics confirm this shift: as many as 79% of Europeans (and 66% of global shoppers) return unwanted goods precisely through parcel lockers or partner points.

That’s why network density is crucial. Thanks to the point map in Alsendo Business Pro, your store gains access to a powerful database of over 250,000 pickup points. This means that in one place, you integrate giants such as DHL, DPD, UPS, Polish Post, Orlen Paczka, InPost Parcel Lockers, as well as popular retail and service chains, including Żabka stores, Freshmarket, or Shell gas stations.

Let’s imagine a situation where a customer returns from work at 6:00 PM. Thanks to the map, they see that they can pick up a package (or ship a return) at a gas station they pass on their way, instead of going specifically to a distant parcel locker. The map enables customers to easily find a convenient point, which really increases their convenience and speeds up the purchase decision.

How do different delivery options affect store operating costs?

The myth that holds back many small businesses goes: “More couriers mean more invoices, contracts, and higher costs.” In reality, it’s the opposite. Using a shipping platform allows for shipping cost optimization. You can control the margin by offering free delivery only for the cheapest methods (e.g., pickup points), and charging a fee for more expensive ones (door-to-door courier). Customers often choose the free option, which for you means lower logistics costs.

The key here is automation. Intelligent systems, such as Alsendo, allow you to manage all carriers from one panel. Generating labels, ordering courier pickups, or handling returns takes place in one location, without the need to log into each carrier’s system separately.

Multi-channel delivery supports international expansion

Cross-border sales are a natural direction of development for many Polish e-shops. However, what works in Poland won’t necessarily work abroad. For example, in Germany, DHL and Packstation lockers dominate, in France, pickup points in Relay networks are popular, and Czechs are accustomed to pickup at Zasilkovna (Packeta) points.

To sell effectively, you need to “speak the logistics language” of a given country. By using a platform that integrates multiple carriers, you gain immediate access to companies specializing in foreign markets. You don’t need to sign contracts with foreign branches of courier companies – you can handle everything through a Polish logistics operator. This removes one of the biggest barriers to entry into EU markets.

How to implement multiple delivery options in a small or medium-sized e-commerce company?

This process doesn’t have to be complicated or require programming knowledge. Here are the specific steps:

Platform selection and integration: start cooperation with the Alsendo technology platform, which has ready-made plugins for your shopping cart software (e.g., WooCommerce, PrestaShop, Shoper, Magento).
Map configuration: in the Alsendo panel, you can customize the list of carriers to your store’s needs. You can, for example, disable carriers that are less favorable for your product range, or highlight those with whom cooperation is most convenient and offer attractive delivery options.
Visual customization: upload your logo, set your corporate colors on the point map so that the purchasing process is visually consistent.
Testing: place a test order to check whether the map loads quickly on mobile devices – remember that most purchases today are made on smartphones.

The future belongs to stores with flexible delivery

Offering multiple delivery options in e-commerce is the foundation of modern online commerce. Customers expect freedom of choice, convenience, and speed. By investing in solutions such as intuitive pickup point maps and a wide range of carriers, you not only meet these expectations, but actually increase your profits through higher conversion and customer loyalty. In the world of logistics, the most flexible one wins.

Sources

Why do customers respond to personalisation? The psychology behind higher engagement

2025-05-27 przez Kamil Krzos

From click to trust

A report by Alsendo reveals that 61% of companies regularly use personalised email notifications, and 44% of them see a clear increase in customer engagement. In a digital world where inboxes resemble traffic jams, a well-targeted message is like a green light, it stands out and leads the way forward. Even basic personalisation efforts, such as using a customer’s name, offering dynamic recommendations, or aligning messaging with their shopping history, do more than drive clicks. They capture attention in a marketplace where everyone is fighting for it.

This is no longer a matter of choice. It’s a race. If you don’t deliver a better, faster, more human experience, someone else will. Customers don’t wait. They expect brands to anticipate their needs before they express them. They expect communication that fits into their digital lives, not just ads. Personalisation is no longer just a tech feature, it’s a measure of a brand’s maturity and the key to building long-term loyalty through understanding, not discounts.

Why personalisation works? The brain likes the familiar

The effectiveness of personalisation lies in cognitive science. The “self-referencing effect” makes people more likely to notice and remember information that refers directly to them, their name, location, or previous purchases. That’s why a subject line like “Anna, your favourite item is back in stock!” outperforms a generic seasonal promo.

Personalisation also triggers so-called “micro-moments”, brief, emotional bursts that influence decision-making. The right message, sent at the right time, not only activates a desire to buy, but also generates satisfaction from feeling accurately targeted. In an age of constant distraction, relevance – not volume – drives results.

Personalisation = higher engagement = greater loyalty

Personalisation doesn’t just sell, it creates an emotional connection between brand and customer. Subtle gestures like reminders about low stock, cart abandonment emails that reference specific items, or personalised welcome offers help customers feel remembered and valued.

One example of smart personalisation is offering location-based pickup points. 59% of companies already appreciate this feature, it’s not just a logistical benefit, but a message: “We understand your routine. We know where you are.” Each of these signals reduces cognitive effort and helps customers act instinctively.

This ties into the “frictionless experience” principle: the fewer steps between a customer and their goal, the more likely they are to complete it and return. Convenience builds loyalty, and today, loyalty is earned through seamless experiences, not loyalty points.

The data doesn’t lie: why does personalisation really work?

Personalisation is no longer a luxury reserved for tech giants, it’s a core tool that should be part of every modern business strategy. Yet only 8% of companies personalise their tracking pages, despite these being among the most frequently visited touchpoints. It’s like having a prime storefront with no display in the window.

Psychologically, this reflects a phenomenon known as “inattentional blindness”, companies so focused on day-to-day operations that they overlook high-impact opportunities. There’s also the “status quo bias”, a natural tendency to stick with what’s familiar, even if change would be beneficial. The result? Businesses fall behind not because they lack the tools, but because they lack the boldness to use them.

In the age of automation and rising competition, skipping personalisation is like running a store blindfolded: you can’t see the customer, you don’t know what they want, and you don’t know why they just walked out.

A new approach: personalisation not just as a tool, but as a service

Modern customers don’t just buy products, they seek meaningful experiences. Personalisation is no longer a marketing add-on; it’s becoming a full-fledged, integrated, and scalable service. Companies treating it only as a campaign tool quickly fall behind those who design entire ecosystems around customer needs.

From a psychological standpoint, the “framing effect” shows that how you present an experience shapes how it’s perceived. If your store’s interface, delivery updates, and communication style match the customer’s lifestyle, the experience is viewed as seamless and trustworthy.

Examples? Flexible delivery options, pickup point personalisation, or delay notifications written in a human tone. These touchpoints build a “positive memory trace,” which later translates into loyalty. The “IKEA effect” also applies here: customers value experiences more when they feel involved in shaping them.

Smarter logistics, enabled by personalisation

Today’s e-commerce and logistics landscape demands flexibility and real-time responsiveness. To meet this challenge, more businesses are adopting personalised logistics solutions. The good news? With modern platforms, there’s no need for custom development or heavy IT resources.

Alsendo Business Pro is a ready-to-deploy logistics personalisation platform offering tailored service packages for businesses of various sizes and industries. Key features include:

Carrier & Pickup Point Integration – quick setup with 212,000+ out-of-home locations and flexible carrier configuration.
Personalised Notifications & Tracking Page – branded emails and customisable tracking pages aligned with your tone and customer communication style.
Analytics & Delivery Monitoring – reporting panel for tracking delivery performance and logistical efficiency.
Automated Returns Handling – available in the Max package for streamlined return processing.
Flexible Packages & Subscription Model – three scalable plans (Standard, Optimum, Max) with monthly billing.

Alsendo Business Pro gives companies instant access to advanced tools that previously required months of development. It enables rapid deployment of personalised communication, delivery tracking, and customer experiences, without building IT infrastructure from scratch.

The result? Increased operational efficiency and a stronger, more memorable customer journey that drives loyalty and measurable business growth.

Explore Alsendo Business Pro

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Sources:

https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
https://dpogroup.com/blog/frictionless-customer-experience/
https://www.studocu.com/pl/document/szkola-wyzsza-psychologii-spolecznej/psychologia-spoleczna/spostrzeganie-siebie-r6/5455247
Raport Alsendo 2025: Wsparcie IT w logistyce, marketingu i obsłudze klienta w e-commerce

How email personalisation can increase your e-commerce revenue?

2025-05-09 przez Michał Wójcik

Transactional emails: an untapped asset that can transform your sales performance

Before diving into specific strategies, let’s take a look at some key data that sheds light on this opportunity:

Average open rate for marketing emails: 15–25%.
Average open rate for transactional emails: 40–65%.

This data clearly shows that transactional emails outperform traditional marketing emails in terms of engagement – by an average of 25-40%.

Why? Customers anticipate these messages because they contain critical information about their purchases, such as order status and delivery times. This natural expectation creates a unique opportunity for businesses.

Instead of treating transactional emails as mere notifications, companies should recognize their potential for personalisation and additional sales opportunities, which can significantly impact revenue growth.

However, most businesses view transactional emails as a necessity rather than an opportunity. They are often impersonal, lack branding, and fail to leverage their sales potential. Yet, with a few strategic improvements, these emails can be transformed into a powerful revenue-generating tool. Research shows that personalised transactional emails can achieve an open rate up to 70% higher than standard marketing emails. Additionally, businesses that optimise their transactional email strategy can increase their annual revenue by up to 20%.

Beyond increasing email open rates, personalisation plays a crucial role in strengthening customer relationships. Let’s explore how it can drive long-term loyalty and boost customer lifetime value (CLV).

Building long-term customer loyalty with personalisation

Personalised email communication is also one of the most effective ways to enhance Customer Lifetime Value (CLV). When customers receive relevant offers and tailored rewards, they feel valued and are more likely to make repeat purchases.

Studies show that businesses using advanced personalisation in loyalty programs experience a 15–20% increase in customer retention. Additionally, repeat customers tend to spend 67% more than new ones.

To maximize CLV, brands can use email personalisation to:

Encourage repeat purchases – By reminding customers about replenishable items or offering discounts for frequent orders.
Provide VIP treatment – Rewarding high-value customers with exclusive deals and early access to new products.
Send milestone-based rewards – Offering special discounts when a customer reaches a purchase milestone (e.g., 5th order).

Personalisation: the key to increased revenue

Modern technology enables businesses to tailor email content to customers’ individual preferences and behaviours effectively. Personalisation goes beyond simply addressing the recipient by name, it involves leveraging data on purchase history, browsing activity, and product preferences.

Personalised transactional emails can boost open rates by more than 20% and increase click-through rates by up to 139% compared to standard marketing emails. Moreover, studies indicate that personalised email campaigns generate 5.7 times higher revenue than non-personalised messages.

1. Dynamic product recommendations

Transactional emails serve as an excellent platform for cross-selling and upselling, helping to increase order value and improve conversion rates. By analysing past purchases and customer preferences, businesses can incorporate tailored product suggestions into their transactional emails.

These recommendations can include:

Complementary products (e.g., a phone case or wireless earbuds for a purchased smartphone).
Premium versions of purchased items (e.g., suggesting a smartwatch with additional features).
Subscription or replenishment reminders (e.g., refills for cosmetics, coffee filters, or pet food).

Such strategies can increase average order value by 20–30% and enhance customer retention by 15–20%.

2. Automated abandoned cart reminders

Transactional emails are powerful reminders for abandoned carts. A simple incentive – discount, free shipping, or customer reviews – can double or triple conversions. Research indicates that well-designed abandoned cart reminders can double or even triple the cart recovery rate, helping businesses reclaim lost sales.

3. Birthday and anniversary offers

Sending personalised emails for birthdays or purchase anniversaries is an effective way to foster customer loyalty. Customers are more likely to engage with offers tailored to special occasions, and exclusive discounts or gifts can encourage repeat purchases. While personalised emails like birthday offers enhance engagement, their effectiveness depends on how well you understand your audience. That’s where segmentation comes in.

4. The power of audience segmentation

Not all customers are the same, and a one-size-fits-all email strategy is no longer effective. Segmentation allows businesses to categorize customers based on factors like:

Purchase history – repeat customers should receive loyalty-based offers, while first-time buyers need welcome incentives.
Browsing behaviour – customers who frequently view a product but haven’t purchased should receive personalised discount reminders or urgency-driven messaging.
Demographics – age, location, and preferences shape how customers respond to different offers, so emails should be tailored accordingly.
Engagement level – dormant subscribers may need a re-engagement campaign, while active buyers should be rewarded with exclusive perks.

Now that we understand the importance of personalisation, let’s explore how transactional emails can be directly monetized in e-commerce.

How to monetize transactional emails in e-commerce?

Transactional emails are much more than just order status updates – they can become a powerful revenue stream when designed strategically. Personalisation, intelligent product recommendations, and dynamic discounts are just some of the approaches that allow businesses to increase order value and build long-term customer relationships.

Upselling and cross-selling opportunities

Upselling and cross-selling are among the most effective strategies for increasing order value. Transactional emails provide the perfect moment to implement these techniques, as customers are already engaged with the brand and are more likely to make an additional purchase.

Upselling involves offering a higher-tier or enhanced version of a purchased product (e.g., suggesting a premium smartwatch model after a customer buys a standard version).
Cross-selling recommends complementary products (e.g., promoting a protective laptop sleeve or wireless mouse after a laptop purchase).

A great way to implement these techniques is by adding a “You May Also Like” or “Complete Your Purchase” section to order confirmation emails. Research shows that well-executed recommendations can increase cart value by 20–30% while enhancing the overall customer experience.

Loyalty programs: an underutilized revenue driver

Transactional emails are an excellent tool for promoting loyalty programs and encouraging repeat purchases.

For example, order confirmation emails can inform customers about:

Reward points earned – e.g., “You have earned 200 points on this purchase. Redeem them for discounts on your next order.”
Exclusive membership perks – e.g., “As a loyalty program member, you’ll receive early access to new collections and special promotions.”
Activity-based rewards – e.g., “Make another purchase within 30 days and enjoy free shipping on your next order.”

Businesses that implement personalised loyalty programs report a 15–20% increase in customer retention, translating into a stable and predictable revenue stream.

Exclusive offers and time-sensitive discounts

Personalised promotions and time-sensitive discounts are some of the most effective tactics for driving repeat purchases. Customers who have just completed a transaction are highly likely to act on an exclusive deal if presented with a compelling offer.

Transactional emails can include:

Dynamic discount codes – personalised, limited-time offers (e.g., “Get 10% off your next order within the next 7 days”).
Related product promotions – upsell opportunities like “You ordered shoes! Get 15% off socks and accessories for the next 48 hours.”
VIP early access offers – exclusive perks for loyal customers, e.g., “As a valued customer, you get early access to our new collection before anyone else.”

Such initiatives not only boost revenue but also strengthen customer relationships, encouraging long-term engagement.

Unlock the full potential of personalised transactional emails with Alsendo Business Pro

Personalised transactional emails present a powerful opportunity for e-commerce growth, but their effectiveness depends on a well-executed strategy. The key question is: how can you implement personalisation in a way that truly impacts your business results?

If you want to maximize the potential of personalised transactional emails and transform them into a revenue-driving tool, leveraging advanced solutions is essential.

Alsendo Business Pro offers:

Automated, branded transactional emails tailored to your business.
Dynamic product recommendations integrated directly into email content.
Advanced analytics tools to optimise conversions.
Seamless integration with major e-commerce platforms for effortless deployment.

Don’t let the potential of transactional emails go untapped. Start increasing your revenue today!

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How changing delivery expectations shape customer loyalty in e-commerce?

2024-01-08 przez Michał Wójcik

Multiple delivery options continue to drive purchases

Over the past years, online shoppers have greatly appreciated the variety of delivery and collection options available in online outlets. In both 2021 and 2024, more than half of respondents considered them an incentive to buy online. This consistency highlights the importance of flexibility and choice in meeting consumer expectations and ensuring customer satisfaction.

Variety in delivery methods is not just a convenience but a key factor in retaining customers. Research shows that loyal customers spend more on brands that consistently meet or exceed their expectations. Providing diverse delivery options is a practical way to enhance the customer journey, making it more likely that satisfied customers will return for repeat purchases. For example, offering express delivery, same-day shipping, or environmentally friendly options can significantly improve the overall customer experience.

The dominance of parcel lockers

In 2021, parcel machine delivery was already the most popular method of collecting online purchases. It was used by 65% of consumers, with direct delivery chosen by 50%. The third most popular method was delivery by a postman (30%), followed by delivery to a partner outlet (20%) and to a post office (8%).

A survey conducted three years later (2024) highlights some clear trends. Parcel machines are now used by up to 84% of shoppers. Direct delivery by courier is chosen by 40% of respondents, which indicates a decline. Partner outlets are used by 18% of shoppers, while 16% still prefer the postman. Only 5% of online shoppers now visit post offices to collect their purchases.

This shift underscores the growing demand for convenient, flexible, and environmentally friendly delivery solutions. Parcel lockers, with their 24/7 availability, have become a preferred option for engaged customers seeking minimal effort and maximum flexibility in the delivery process. Retailers that prioritize these delivery methods are more likely to build a loyal customer base.

The role of delivery in building customer loyalty

Consumers increasingly expect smooth and reliable delivery experiences. According to industry reports, 80% of shoppers consider delivery options as important as the product price. This statistic underscores the impact of delivery services on customer satisfaction and customer retention strategy.

To improve customer loyalty, online retailers must focus on the following:

Fast delivery: 68% of customers state that fast delivery encourages repeat business.
Affordable shipping costs: high delivery costs are a primary reason for cart abandonment.
Eco-friendly options: over 45% of consumers are willing to pay more for sustainable delivery solutions, reflecting growing environmental awareness.

By addressing these priorities, businesses can retain customers and increase customer lifetime value, ensuring their most loyal customers remain engaged over time.

Personalization of delivery as a loyalty strategy

Personalization is a crucial element of modern customer loyalty strategies. Providing tailored delivery options, such as preferred time slots, delivery locations, or packaging choices, can significantly enhance the customer experience. For instance, offering “green” delivery for environmentally conscious customers or priority shipping for loyalty program members strengthens brand relationships.

Impact of customer loyalty programs on delivery choices

Loyalty programs can also influence delivery preferences by offering incentives for specific methods. For example, some retailers provide discounts or bonus points for using parcel lockers, which are more cost-effective and sustainable compared to direct delivery.

Key benefits:

Promotes cost efficiency for retailers.
Encourages eco-friendly consumer behavior.
Builds long-term customer relationships through rewards and personalized benefits.

A successful loyalty program integrates seamlessly into the customer journey, ensuring that every interaction -from purchase to delivery – enhances customer engagement.

Social media and WOMM in delivery perception

Positive delivery experiences often lead to word of mouth marketing, where satisfied customers recommend brands to friends and family. According to recent data, 64% of consumers trust peer recommendations over traditional advertising, making delivery performance a critical aspect of building brand advocacy.

Retailers can amplify positive feedback by encouraging customers to share their experiences on social media. For example, campaigns highlighting hassle-free delivery or the use of eco-friendly packaging can attract new customers while reinforcing loyalty among existing ones.

Modern technologies in delivery and their impact on customer loyalty

Innovative technologies play a growing role in enhancing the delivery process and cultivating customer loyalty. Key advancements include:

Real-time tracking: 88% of shoppers value the ability to monitor their package status.
AI-powered delivery predictions: artificial intelligence improves accuracy in delivery time estimates, reducing customer effort.
Drones and autonomous vehicles: emerging technologies promise faster, more sustainable solutions, aligning with the expectations of tech-savvy customers.

Moreover, the introduction of warehouse robotics and automated sorting systems is revolutionizing order fulfillment. These technologies enable companies to reduce processing times by up to 30%, ensuring faster deliveries. Additionally, AI can analyze customer data to predict demand patterns, allowing businesses to optimize inventory levels and improve delivery efficiency. Such advancements not only enhance operational efficiency but also significantly contribute to satisfaction, making it easier to build and maintain a loyal customer base.

These innovations improve convenience, ensuring that happy customers are more likely to remain loyal.

Metrics to measure loyalty in delivery context

To understand the impact of delivery services on customer loyalty marketing, businesses should track key metrics, such as:

Repeat purchase rate: this metric helps evaluate how often customers return to make additional purchases. A higher repeat purchase rate indicates strong customer retention and satisfaction with the overall experience, including delivery.
Delivery satisfaction scores: these scores measure customers’ perception of the delivery process, including speed, reliability, and communication. Surveys and post-delivery feedback can provide valuable insights into areas for improvement.
Net Promoter Score (NPS): this widely used metric evaluates customer loyalty by asking how likely customers are to recommend the service to others. A high NPS indicates that customers are satisfied with their delivery experience and are likely to advocate for the brand.
Customer effort score (CES): this metric assesses how easy it is for customers to interact with the delivery service. Simplified processes, such as easy returns or hassle-free tracking, can significantly boost this score, directly impacting customer engagement.
First-attempt delivery success rate: this metric tracks the percentage of deliveries successfully completed on the first attempt. Higher rates of first-time success reduce customer frustration and operational costs, improving overall satisfaction.
Time-to-resolution for delivery issues: the speed and efficiency with which delivery problems are resolved directly impact customer experience. Quick and effective issue resolution builds trust and promotes customer loyalty.

By analyzing these metrics, businesses can identify strengths and weaknesses in their delivery processes, refine their customer loyalty strategy, and ultimately create a seamless, satisfying experience for their customers.

The future of delivery: trends and opportunities

The delivery landscape is evolving rapidly, with new trends reshaping consumer expectations. Future innovations include:

Same-hour delivery: catering to urban customers with immediate needs. As urbanization increases, the demand for same-hour delivery is expected to grow, particularly for essential items and groceries. Retailers investing in local warehouses and micro-fulfillment centers can meet this demand effectively, ensuring customer satisfaction and loyalty.
Sustainable practices: expanding the use of recyclable packaging and carbon-neutral transportation. Sustainable practices not only meet the expectations of environmentally conscious consumers but also enhance brand reputation. Companies that integrate electric delivery vehicles, implement carbon offset programs, or partner with green logistics providers can attract a loyal customer base that values sustainability.
Subscription-based models: offering unlimited delivery for a fixed fee to encourage repeat customers. Subscription services like Amazon Prime have proven highly successful in fostering customer loyalty. By providing predictable costs and added benefits such as faster delivery, subscription-based models create a sense of exclusivity and convenience, which encourages customers to remain loyal to the brand.
Flexible delivery options: allowing customers to choose delivery windows, locations, or even change preferences mid-shipment. Flexibility caters to diverse customer needs and builds trust by demonstrating that retailers prioritize convenience and satisfaction.

Retailers that stay ahead of these trends will secure a competitive advantage and grow their loyal customer base. By investing in innovation and aligning with customer values, businesses can create a delivery experience that not only meets but exceeds expectations, turning satisfied customers into lifelong advocates.

Changing consumer expectations of delivery present both challenges and opportunities for online retailers. By prioritizing convenience, personalization, and sustainability, businesses can enhance customer engagement and foster lasting loyalty. In an increasingly competitive e-commerce landscape, the ability to deliver exceptional service will determine which brands thrive and which fall behind. Investing in innovative delivery solutions and robust loyalty programs is not just a strategy for retention but a pathway to long-term success.

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Ethics and digital awareness in online shopping: how do consumers respond to privacy and data security issues?

2023-11-13 przez Alsendo

The growing popularity of online shopping

According to the E-commerce in Poland 2024 report published by IAB Polska, 78% of Polish internet users shop online, maintaining a stable trend over recent years. Notably, 36% of respondents purchase from international e-commerce platforms, an increase of 6 percentage points compared to the previous year. Moreover, 61% of users now engage in second-hand online shopping, reflecting a shift toward sustainable e-commerce. As digital transactions continue to expand, so do opportunities for enhancing security, trust, and convenience in online shopping. Innovations in cybersecurity, improved data protection policies, and secure payment systems contribute to a more seamless and confident shopping experience for consumers worldwide.

The rising threat of cyberattacks in e-commerce

As e-commerce continues to expand, the importance of cybersecurity has become more evident. In 2024, Poland recorded over 110,000 cyber incidents, highlighting the growing need for robust security measures. While the public sector and critical infrastructure have faced particular challenges, businesses and institutions are increasingly prioritizing proactive security strategies.

Poland’s Deputy Prime Minister Krzysztof Gawkowski noted that cyber threats have doubled year over year, emphasizing the evolving digital landscape. As security practices advance, the focus remains on strengthening protections, increasing awareness, and enhancing resilience to ensure a safer online environment for consumers and organizations alike.

Most common cyber threats in e-commerce

Among the most significant cyber threats affecting online shoppers are:

Phishing attacks – deceptive emails and websites designed to steal login credentials and payment information.
Skimming – the use of malicious software to capture credit card data during transactions.
Ransomware attacks – where hackers encrypt data and demand ransom payments for its release.
Account takeovers – where cybercriminals gain unauthorized access to user accounts, often through credential stuffing or weak password security.

Consumer awareness of cybersecurity risks

While cyber threats are becoming more prevalent, there is still room to improve consumer awareness of key security risks. According to the Digital Security in Poland 2024 report, 53.7% of respondents have received suspicious messages, though not all feel confident in recognizing or responding to them effectively.

Similarly, the “Poles’ Attitudes Toward Cybersecurity” survey, conducted by the Warsaw Institute of Banking in June 2024, indicates that cybersecurity education could be strengthened to better equip consumers against potential online threats. As awareness grows and digital safety practices become more accessible, individuals and businesses alike can take steps to enhance protection and build a more secure online experience.

How do consumers protect their data?

Despite limited awareness, some security-conscious consumers actively implement protective measures, including:

Avoiding suspicious links and attachments – 78%
Using antivirus software – 63%
Being cautious when sharing personal information – 58%
Using strong, unique passwords – 54%
Avoiding public Wi-Fi networks – 48%

These actions indicate that while many shoppers engage in basic security practices, there is still room for improvement in awareness, resilience, and incident response.

Improving security in the e-commerce landscape

To combat growing security risks, both public institutions and private sector organizations are intensifying their efforts to strengthen cybersecurity and protect consumers.

Government and institutional initiatives

The “Cyber-Secure Municipality” program aims to enhance local governments’ security capabilities by conducting security audits, training programs, and network upgrades.

Security measures implemented by e-commerce companies

Leading e-commerce platforms and financial institutions are adopting advanced security operations, including:

Multi-factor authentication (MFA) to strengthen user verification.
AI-powered fraud detection for real-time transaction monitoring.
End-to-end encryption to protect customer data and payments.
Biometric authentication as an alternative to passwords.

The role of AI in cybersecurity

The integration of generative AI is transforming both cyberattacks and defense mechanisms. While cybercriminals leverage AI to develop sophisticated phishing attacks, businesses use AI to:

Detect and prevent fraudulent transactions in milliseconds.
Monitor security threats in real time and automate rapid response.
Analyze attack patterns to predict future risks.

Experts predict that deepfake technology will become a major tool for social engineering attacks in 2025, necessitating greater investment in AI-powered cybersecurity solutions.

The future of secure online shopping

As e-commerce continues to expand, cybersecurity remains a critical challenge. Ensuring secure online transactions requires a collaborative effort between consumers, businesses, and government institutions. By combining awareness programs, AI-driven security solutions, and stronger regulatory frameworks, the future of online shopping can be more secure, resilient, and efficient. Only through proactive cybersecurity policies, consumer education, and technological advancements can we create a safer digital shopping experience in this new era of e-commerce.

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