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ShopRunner wins the race for post-purchase excellence


Who is ShopRunner?

You’ve just thought of the perfect last-minute gift for your friend’s upcoming birthday. You start trawling the internet across different online stores to find the exact item you want, taking note of shipping prices and shipping speeds. It’s fun at the beginning, but it gets tedious quickly.

ShopRunner simplifies this process for millions of consumers across the United States. It connects them with over 100 of their favorite brands on a simple, seamless platform that offers free two-day shipping, free returns, and exclusive members-only benefits. ShopRunner offers a unique eCommerce experience that provides tools for merchants to build strong connections with their consumers while offering members standardized, industry-leading services.

Industry Team size Location
eCommerce 200+ Chicago
Products used
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The challenge: Gaining customer loyalty by prioritizing communication

“Our main goal at ShopRunner is to continually build and deliver better experiences for members across the platform.”

Erika Ruiz, Product Manager, Core Customer Experiences

To be successful in their pursuit of delivering iconic digital experiences, ShopRunner needed to keep their brand at the forefront of their members’ minds and keep providing excellent services and products via their merchants. How they perpetuate that lifecycle is determined by how they design their platform and engage their members, and that’s where AfterShip Tracking played a strategic role.

The Core Experiences Team measured the success of any newly-implemented features based on two key metrics:

  • Retention
  • Engagement rates

“Since we primarily measure our customers' engagement levels by tracking how responsive they are to our email communications, one of the main points of contact for ShopRunner to our members is through order tracking via the ShopRunner platform.”

Erika Ruiz, Product Manager, Core Customer Experiences

ShopRunner got bigger, faster, and stronger

Real-time, end-to-end order visibility

ShopRunner wanted to create a “single source of truth,” a centralized, intuitive dashboard to consolidate delivery data for orders across carriers. Customer service agents, members, and merchants must clearly see when the orders reach critical points in their delivery lifecycle.

“This is where AfterShip Tracking comes in and helps us drive value for our members. Our objective is to make our members feel like they have full transparency and control over their orders. The integration and visibility of live tracking that AfterShip Tracking provides help us build trust and accountability between our merchants and members.”

Erika Ruiz, Product Manager, Core Customer Experiences

Implementing AfterShip Tracking into the ShopRunner platform and merchant network helped them deliver unified tracking data and improved retention and engagement rates between members and merchants.

Automated, branded post-purchase interactions

ShopRunner functions on a unique business model, making it imperative that members know where their orders are at any given time. To create the experiences customers expect, ShopRunner needed an end-to-end view of every order on a single screen. This meant they could create branded interactions across every customer touchpoint and design resolution experiences in case of delivery delays and stalls.

“AfterShip Tracking has helped us navigate some of these gaps by providing data to help us identify when we should trigger events or post-sales emails when we don’t get specific tracking data from the merchants,” Ruiz said, “which encourages our members to circle back to the ShopRunner platform and get access to their transaction and shipping information.”

Improved customer experience from the cart to the front door

As ShopRunner expanded, customer satisfaction became an increasingly important component of their growth strategy. The Core Experiences Team at ShopRunner constantly looked for ways to improve and optimize how they track, measure, and deal with customer feedback and satisfaction from their platform.

“By using AfterShip Tracking, we were able to collect data to help us identify the ideal timeframe for us to send out NPS surveys to our customers. This helped us build a continual feedback loop between the ShopRunner platform and our members.”

Erika Ruiz, Product Manager, Core Customer Experiences

With AfterShip Tracking's real-time order data in hand, it didn’t take long for the ShopRunner team to design customized surveys to get an in-depth and comprehensive view of merchant and member behaviors. Additionally, powered by AfterShip Tracking's customer reviews data combined with data derived from multiple sources like NPS surveys, purchasing, shipping, and returns data, the Core Experiences Team at ShopRunner started tracking customer satisfaction with the company’s after-sales services on a quarter-by-quarter basis.

The data on carrier performance and transit times also gave the team an inkling of where the delivery delays were happening and took decisions on alternative routing to improve shipping times. This real-time order reporting also empowered ShopRunner to track whether carriers deliver the orders on time as promised in their Service Level Agreements (SLAs) to optimize CX from carrier pick up at the warehouse to delivery.

“AfterShip Tracking has helped us build a strong feedback channel by easily integrating with merchants and enabling us to understand our members' behaviors better,” Ruiz said.

The success of this feedback loop improved the productivity of the Core Experiences Team and has also had a lasting positive impact across the business.

“The company as a whole has found this feedback process incredibly valuable. This metric of customer satisfaction ongoing has helped teams identify clearer goals and influence strategic business decisions”

Erika Ruiz, Product Manager, Core Customer Experiences

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