Whether the buyer will return to the e-store largely depends on the user experience. More and more companies and cooperation partners, or parcel delivery companies, understand this. The head of the IT and technology department of the international parcel delivery company “Venipak”, Konstantin Fedortsov, is convinced that the development of technology is becoming an integral part of the daily life of e-commerce and commercial market participants.
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What are the important questions to consider when creating a great user experience?
Recently, there is more and more talk about a fluid buyer route through various sales channels and a fast checkout process. The shorter the buyer’s questionnaire at the end of the purchase and the more intuitive the checkout process, the happier the buyer will be.
Fortunately, it seems that most e-shops already give customers the option to choose where they want to receive the goods: at home or in a parcel. Buyers take it for granted, so its absence can negatively affect the user experience.
Also, a lot of attention is paid to creating an omnichannel experience. Long-term trends are not going anywhere – buyers are increasingly taking action via mobile. On the other hand, we can only guess where the buying process starts and ends, so it’s important to work with all available channels. The opportunity to “evaluate and give back” is also becoming important, the latest study shows that 29% of Latvians, 35% of Lithuanians and 36% of Estonians do not use this opportunity. On average, 30% of shoppers say they don’t use the return service because they mostly buy products from well-known brands, so it’s quite possible that most of them simply put it in the closet after buying an unsuitable product. Thus, a simple return process would not only reduce waste, but also improve the user experience.
From what you said, a delivery partner can help with at least part of the consumer’s journey.
We really think of ourselves as the continuation of the store in email. The quality of work of “Venipak” couriers has long become the norm, therefore, by continuing to invest in employees, we also create the technological prerequisites for improving the user experience. There is another modern buzzword – e-mail. The commercial market is a contactless experience. How is this to be understood? For example, the shopping giant “Amazon” tried delivery of parcels with flying robots some time ago, but stopped the project. Apparently, the time has not yet come. So what can we offer contactless customers today? We at the company “Venipak” have developed and installed contactless postal machines in all Baltic countries. Interestingly, users who have at least once tried to pick up a package by scanning the square code, no longer choose to manually enter the PIN code. On the other hand, like all innovations, some customers are slow to try it. Some users find it unusual to click on a link in a text message that generates a square code to open the door.
But it is a completely safe tool. After clicking on the link, customers do not need to enter any additional data. It’s like a button that activates a square code. It’s definitely worth a try, as the time it takes to pick up parcels from a post machine is reduced from an average of 30 seconds to a paltry 3 seconds. In addition, it is no longer necessary to touch the surface of the post machine.
What other technologies are you implementing in the company?
First of all, we are constantly improving parcel computers and their software. We are developing a long-term strategic project aimed at turning “Venipak” into a parcel delivery platform. This has a lot to do with the integration of services on mobile devices. We are rapidly developing this project in the organization.
Generally speaking, the entire organization is moving towards IT and technology. Our departments facilitate many functions. First of all, it is software development, then – development of logistics services, technological development of project and process management. And finally, the maintenance and support of everything created.
We focus on improving the quality of customer service and in the near future we will offer several solutions that will simplify the use of “Venipak” services, improve and speed up the user’s journey.
