From transaction to celebration: Zalando's post-purchase CX vision

Services

Website

http://www.zalando.de

Project Info

Zalando is Europe’s leading fashion platform, active in 25 countries and with an assortment of more than 6.500 brands. With 50 million active customers yearly and an average of 5.2 orders (source), the post-purchase experience is key for Zalando.

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This project focused on creating a customer experience vision for the post-purchase experience, from the moment the customer receives the confirmation mail of their purchase to the end of life of that product.

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The challenge

Zalando’s claim is to become the starting point of fashion - but can it also be a fashion partner throughout the whole product lifecycle? That’s the question that inspired us to rethink the post-purchase experience as one that not stops once the customer has received their products, but extends to the end of the product lifecycle.

The post-purchase experience is a highly emotional one for customers: excitement and anticipation for new exclusive sneaker you just copped can easily be turned into frustration and disappointment when your package arrives late or at a different destination than expected. Even though our user research showed that Zalando delivers on customer's expectations around the post-purchase experience, there are still internal and external risks that threaten this strong position.

Late deliveries, slow reimbursement, confusing payment methods and unclear communication are just a few risks. Apart from that, Zalando sees increasing competition through 3rd party logistics providers and payment partners such as Klarna, Budbee or Instabox.

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The opportunities

One of the main pain points for customers is confusing communication around the delivery of their orders. There is a huge opportunity to inform customers timely, with the amount of information they need. Besides that, there's also an opportunity to inspire a next visit or repurchase, rather than just informing customers about open payments. Instead of treating the post-purchase experience as the end of the line, we should approach this phase as the beginning of a new relationship between the customer and their purchase from Zalando.

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