Why cross-border couriers should prepare for this peak season to win customer loyalty in 2025

The 2024 peak shopping season, with its flurry of online purchases and gift-giving, presents a unique challenge for cross-border couriers.

This period of peak demand, amplified by events like Black Friday and Cyber Monday, can make or break a customer's experience. As eCommerce continues its global expansion, the pressure on cross-border couriers to deliver seamlessly has never been higher. Negative delivery experiences during this critical time can significantly impact shopping decisions in the New Year, highlighting the crucial role of efficient and reliable delivery in fostering brand loyalty.

Peak season throws a spotlight on the last mile – the final step in the delivery process where the parcel reaches the customer's doorstep. For cross-border couriers, this last mile is often fraught with complexities: customs clearance, varying international regulations, and the sheer volume of shipments. Any hiccough along the way can lead to delays, damaged goods, or lost packages, creating a frustrating experience for the customer.

In today's hyper-connected world, a single negative delivery experience can have far-reaching consequences. Social media platforms amplify customer complaints, potentially damaging a brand's reputation and discouraging future purchases. A recent study by ParcelHero revealed that 84% of shoppers would not return to a retailer after a poor delivery experience. This statistic underscores the importance of investing in robust logistics and peak season preparedness.

While efficient delivery is the baseline expectation, exceeding customer expectations can be a powerful tool for building brand loyalty. In a competitive global market, positive delivery experiences can differentiate a brand and foster lasting customer relationships.

There are a number of ways cross-border couriers can leverage delivery to breed brand loyalty, both for the courier, but importantly, for their retail partner.

Proactive communication is a must! Keep your customers informed throughout any delivery of their parcel’s journey. Real-time tracking updates, notifications of potential delays, and clear communication channels build trust, keep calls into contact centres low and manage expectations.

If you offer a range of delivery options, make sure there is clear water between the services. If your customer is paying for an express service, this should always arrive before a standard or economy offering. Not all customers are the same and it’s important to understand last posting dates to ensure you cater for your diverse customer needs.

There are a considerable number of Out of Home (OOH) delivery options now available across the globe, and ensuring your service matches the convenience need of the consumer is paramount to maximise orders and purchase options when at checkout. Don’t underestimate the consumer, their needs are varied and can sometimes be habitual.

And don’t forget about your return offer! A hassle-free returns process is essential, especially during peak season when gift returns are common. Providing prepaid return labels, clear instructions, and timely refunds can significantly enhance the customer experience.

To ensure smooth operations during peak season and beyond, cross-border couriers need to be prepared and should have an expectation of where their clients will be during the season. Are there going to be special promotions, sales, Christmas offers or one-off hooks for events such as Singles’ Day. Working with clients to understand volume expectations is critical, especially when airline winter schedules can reduce the amount of cross-border space on aircraft.

Make sure you collaborate closely with local delivery partners in destination countries to ensure seamless last-mile delivery. Will they have the capacity to support an uplift in parcel deliveries, or will their operation creak under the weight of UK imports?

Increase customer support capacity to handle inquiries and resolve issues promptly. Emails should be replied to promptly, phones answered quickly, and a review of social media is paramount to catch anyone telling their followers they have a problem with a delivery. Don’t underestimate the brand damage a social post can cause if the issue is not spotted, answered and resolved quickly. Social media loves to turn the smallest of problems into major international incidents.

Develop contingency plans to address unforeseen challenges like weather disruptions, customs delays, or unexpected surges in demand. Have a plan for when it goes wrong!

As we move into 2025 and beyond, several trends are shaping the future of cross-border delivery, some of which are already inset expectations amongst consumers.

• Increased Transparency: Customers expect complete visibility into the delivery process. Real-time tracking, predictive delivery times, and proactive communication will be key differentiators.
• Faster Delivery Speeds: Demand for expedited shipping is growing, with customers expecting faster delivery times even for cross-border shipments.
• Rise of Alternative Delivery Locations: To enhance convenience, customers are increasingly opting for alternative delivery locations like lockers, pick-up points, or even their workplaces.
• Growing Importance of Sustainability: Consumers are becoming more environmentally conscious, prioritising brands and couriers that offer sustainable delivery solutions.

In our era of global eCommerce, cross-border couriers play a vital role in connecting businesses and consumers across borders. Peak season presents both a challenge and an opportunity. By prioritising customer experience, investing in robust logistics, and embracing innovation solutions, we, the cross-border courier, can not only navigate the peak season successfully but also build lasting brand loyalty for our clients and ourselves that extends far beyond the peak season. The last mile is no longer just about delivering a package; it's about delivering an experience that fosters trust, satisfaction, and lasting customer relationships.

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