Using eCommerce tracking data to control the customer experience

5 minute read
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Following the recent launch of our post-purchase communications tool Scurri Track Plus, we’ve taken a deep dive into the benefits of using delivery tracking data to enhance the customer experience. Below is an overview of what customers expect from tracking and how it can improve your reputation.


Customers expect to choose from a range of delivery options at checkout and to be given a narrow window of when exactly to expect their much-anticipated purchase.


Not only that but research from Scurri and IMRG shows that poor customer service prompts over half (53%) of consumers to leave a negative review. They expect full visibility on the items on they have paid for at every stage of the delivery journey. 60% of consumers are attracted to personalised discounts in post-purchase emails.

Tracking your reputation.

A 2023 consumer report by Scurri in conjunction with IMRG discovered that shopper dissatisfaction with the last mile is the main driving factor in negative online reviews.

40% of shoppers leave a negative review in the hope it will prompt a retailer reaction

 Scurri and IMRG Last Mile Report

Failed or late delivery, poor customer service and the lack of real-time tracking were all the common factors found across thousands of negative online reviews in this study.



A survey conducted by Tamebay shows that 20% of all orders generate tracking support calls or contact and that 30% of all customer service contacts are ‘where is my order’? queries.



This is bad for the retailer and bad for the customer. This gap in the experience could be the difference in customers switching brands for a better experience and the ripple of effect of a bad review can cost you many more potential new customers.  


Who should update your customers on their delivery?

In general, most ecommerce merchants rely on carrier websites and apps to allow their customers to track parcels, but this means handing over control of the customer experience to a number of third parties whose services can differ wildly.


Excellent tracking and delivery services lead to superior customer experiences. With GPS technology more readily available than ever, why don’t brands offer parcel Tracking across the board?


The obstacle is most retailers lack the ability to process tracking data from the various delivery carriers and turn it into a format to communicate meaningfully with shoppers.


So how can retailers compete with the likes of Amazon and eBay who are setting best practices for Tracking without having the development resources available to these giants? They may have the resources to build bespoke solutions but other retailers would do well to consider using a delivery partner to automate this process for them.

“Too few retailers are seizing control of delivery and customer support, meaning that consumers may receive messages of varying service and experience levelsAlex Sword, Editor, Tamebay

Taking control of the Customer Experience.

For example, Bobby Amirahmadi, Head of Logistics at Gousto says that the retailer uses Scurri’s API to pull tracking data from the different carriers to display on their own website with their own branding. ‘Allowing customers to live track through your own website, allows us to actually take control of the customer experience.’

Practical steps for eCommerce stores to integrate Tracking data.

So what is the optimum solution when it comes to offering Tracking? How can you better communicate to your customers on the status of their purchase while controlling the branding, messaging and even potentially presenting them with personalised offers while they track?

  1. Understand the needs and expectations of the customer.
  3. Gain access to Tracking data by using smart resources to translate and automate that data.
  5. Supply the data in a clear and efficient way to communicate with your customers in a way that is meaningful to them.
  7. Use your own branding to take ownership of the customer experience.

Tracking boosts customer trust, by turning the data to your advantage in this way, you can gain an enhanced reputation with shoppers.


The joy of the anticipation...

Why do customers love Tracking? It isn’t just for peace of mind. For many customers, the anticipation of receiving their purchase is the height of the experience.


Evolutionary psychology reveals that humans are wired to get the dopamine hit of a reward BEFORE we actually receive it. It is, in fact, the anticipation of that slice of cake or the new pair of shoes that our internal reward system fires.


So with that in mind, making the anticipatory experience of Tracking a pleasurable one for your customers could well be the reason that they come back for more.

Post Purchase Communications

Scurri Track Plus

Boost customer loyalty and reduce WISMO queries with own-branded tracking communications.


Discover how Scurri Track Plus can help turn the post-purchase experience into a marketing opportunity.

More about Scurri

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Case Studies

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FAQ about tracking data

Q: What is tracking data? 

A: Tracking data refers to the information that is collected and stored about a package or shipment as it moves through the delivery process.


Q: How can tracking data be used for eCommerce delivery management?

A: Tracking data can be used to provide real-time updates to customers about the status of their package, to help ecommerce businesses identify and resolve delivery issues quickly, and to improve overall delivery performance.


Q: What are the benefits of using tracking data for eCommerce delivery management? 

A: Some benefits include increased customer satisfaction, reduced delivery times, better inventory management, improved shipment visibility and accountability, and a reduction in shipping costs due to increased efficiency.


Q: Can tracking data be used to improve delivery times? 

A: Yes, tracking data can be used to identify delays or issues in the delivery process and take corrective action to speed up delivery times.


Q: How can tracking data help with inventory management? 

A: By providing real-time updates on the location and status of packages, tracking data can help eCommerce businesses better manage their inventory levels and avoid stockouts or overstocking.


Q: Is it possible to track international shipments? 

A: Yes, many shipping carriers offer international tracking services, which allow eCommerce businesses to track packages across borders and provide customers with real-time updates on delivery status.


Q: Can tracking data help eCommerce businesses reduce shipping costs? 

A: Yes, by providing greater visibility into the delivery process, eCommerce businesses can identify inefficiencies and take steps to optimize their shipping processes, which can lead to cost savings over time.


Q: Is tracking data secure? 

A: Yes, most shipping carriers and eCommerce platforms have strict security protocols in place to protect tracking data from unauthorized access or use.


Q: How can I access tracking data for my eCommerce shipments? 

A: Many shipping carriers offer online tracking services that allow eCommerce businesses to view real-time updates on the status of their shipments. eCommerce platforms may also offer tracking tools or integrations with shipping carriers to help manage delivery and tracking data in one place.

Next Steps

Boost customer loyalty and reduce WISMO queries with Scurri Track Plus – our new post-purchase communications tool.

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