With so many shipments on the move during peak season, customers expect updates at every step. When those updates aren’t available, support tickets (and negative online reviews) pile up fast.
In this final part of our three-part article series, we’ll explore two versions of peak season for a small ecommerce brand—one without package tracking and one with it. While the brand is fictional, the lessons are real for any growing business looking to improve visibility, lighten the load on their support team, and keep customers happy during the busiest time of year.
The brand: Copperleaf Kitchenware
Copperleaf Kitchenware is a boutique ecommerce brand specializing in premium cookware and serving pieces. Each product is designed to last for years, and customers often spend hundreds of dollars per order.
The holidays are Copperleaf’s busiest time, with shoppers buying high-end kitchen sets as gifts or splurging on something special for their own homes.
With so many valuable packages going out the door, visibility matters more than ever.
Peak season WITHOUT seamless package tracking
This peak season, Copperleaf Kitchenware decides to keep things simple. They don’t have a dedicated tracking system in place—just the standard carrier tracking numbers that customers receive in their shipping confirmation emails.
It seems fine at first, but as orders start pouring in, problems quickly surface.
- Customers get anxious. Without frequent real-time tracking updates, shoppers start to worry about when (or if) their packages will arrive, especially during the busy holiday rush. Even small delivery delays lead to frustration and uncertainty.
- Tracking is a disconnected experience. When customers click through to a carrier’s site, they’re met with a clunky interface that feels miles away from the Copperleaf brand they just purchased from. The experience feels impersonal, and the brand loses control over a key part of the post-purchase journey.
- Support teams get overwhelmed. With hundreds of orders in transit, customer service is flooded with the same question again and again: “Where is my order?” Thanks to tracking silos, responding to each inquiry takes time and pulls staff away from other critical tasks.
Reflecting on peak season, the Copperleaf team realizes that while they shipped plenty of orders, they spent just as much time managing customer expectations. Even worse, a lack of seamless tracking weakened the delivery experience, potentially impacting customer loyalty.
Peak season WITH seamless package tracking
But what if Copperleaf took a different approach?
Let’s say they decide to use a tracking solution that gives customers easy access to real-time updates through a branded tracking page, as well as emails and SMS notifications.
With this simple change, tracking becomes part of the shopping experience, not an afterthought.
- Customer inquiries drop dramatically. With clear, automatic updates at every stage of delivery, shoppers no longer need to reach out for answers. “Where is my order?” messages decrease, freeing up the customer service team to focus on more complex requests.
- Tracking strengthens the customer experience. Each delivery update is an opportunity to reinforce Copperleaf’s brand. Instead of using a carrier’s generic tracking page, customers engage with Copperleaf’s own site—complete with the company’s logo, tone, and style.
- Loyalty and repeat purchases grow. When customers can easily see where their order is and trust that it will arrive on time, they’re more likely to buy again. Many first-time buyers return within just a few months.
By the time peak season wraps up, Copperleaf’s operations are running smoothly, their support inbox is light, and their customers are happy.
And the same results are possible for your company.
Meet Advanced Tracking by EasyPost
Small ecommerce businesses want to offer reliable, on-brand tracking, but they’re often intimidated by the heavy development lift required.
Advanced Tracking by EasyPost does the heavy lifting for you, making it easy to create a smooth post-purchase experience. Pairing perfectly with your EasyPost API integration, Advanced Tracking gives you estimated delivery dates, embedded tracking, and customizable notifications, turning delivery visibility into a branded, data-driven customer experience.
Crush this peak season with EasyPost
Clear, reliable tracking makes all the difference during peak season. With EasyPost’s Advanced Tracking, you can deliver real-time updates, reduce customer support tickets, and create a post-purchase experience that builds loyalty long after the holidays.
P.S. Interested in more tools that take small business shipping to the next level? Read the other articles in this series:
Simplify small business shipping with EasyPost
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