PostNL

With the Uitpakmonitor (unboxing monitor), PostNL makes the unboxing experience measurable for webshops

PostNL wants to help webshops make the unboxing moment part of their brand experience. With the Uitpakmonitor, PostNL measures how consumers experience that moment and offers that insight to webshops as a service, set against an industry benchmark.

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The challenge

Turning everything from the delivery to the unboxing moment at home into an experience webshops can measure, compare and improve.

Project

Uitpakmonitor

Client

PostNL Customer Excellence B.V.

Solution

Customer feedback on the unboxing experience, per webshop and set against an industry benchmark

Onze aanpak

A short questionnaire, the whole unboxing experience in view

Consumers who have just received a parcel get a personal email invitation to a short questionnaire of about five minutes. The measurement runs in waves, with new webshops joining each round.

The questionnaire follows the whole unboxing moment. Did the parcel arrive undamaged, was it recognisable, was it easy to open, did the packaging offer enough protection, how sustainable does the packaging feel and how much empty space is there in the box. Extra attention such as a thank-you card, a sample or luxury packaging is covered too, along with the return experience and an NPS on the care taken over the packaging.

PostNL supplies the delivery information, prepared so that every response belongs to the right webshop and industry and each webshop only sees its own results. With our three-question methodology we make visible, per measurement, which elements really shape the experience.

Every webshop gets an automated report, set against its own industry. We follow the response per wave, so a measurement keeps running until there are enough answers to act on.

A short questionnaire, the whole unboxing experience in view

Resultaten

Webshops get something concrete to steer on

PostNL offers the insight from the Uitpakmonitor to webshops as a service. Account managers use the report per webshop in the conversation with their customers: this is where you stand, this is what your customers experience, and this is how you compare with your industry.

On that basis webshops see where they make the difference and where things can be better, in protection, recognisability, sustainability of the packaging or the return experience. Every wave brings new webshops on board, and those who took part earlier can follow their development by comparing reports.

That turns the unboxing moment into something to talk about and act on, instead of a blind spot after the delivery.

Eindconclusie

From delivery to experience

The Uitpakmonitor turns the unboxing moment into a recurring instrument to measure and steer by. PostNL gives webshops something tangible on top of the delivery, and together we keep thinking about every new wave and about how to sharpen the measurement.

“

With the Uitpakmonitor we show webshops exactly how their customers experience the unboxing. That makes the conversation about packaging and experience very concrete, and it is a good service we can offer on top of our delivery.

PostNL Customer Excellence B.V. • Senior Marketeer E-Commerce

Elaine Dauvillier

“

PostNL has turned a smart piece of research into a real service for its own customers. That is good to see: insight that does not stay stuck in a report, but that webshops can use right away. Together we keep the measurement sharp every wave."