Omnichannel Experience: The Best Post-Purchase Communication Channel by Industry (With Examples)

Email and SMS have long been the primary channels brands used to keep customers informed about their deliveries—email offering detail and branding, SMS delivering immediacy. As consumer expectations evolved toward real-time, personalized, and mobile-first experiences, new channels have emerged.

‍WhatsApp now enables conversational, high-engagement updates, while Apple Wallet Order Tracking introduces a native, app-free way to track orders on iPhones. Together, these channels reflect a shift from basic notifications to intelligent, omnichannel delivery communication — tailored to how, when, and where each customer prefers to stay informed.

What is the Omnichannel Experience for Post-Purchase?

Omnichannel delivery means creating a unified shipping and post-purchase experience across all communication channels— from email, to SMS, WhatsApp or Apple Wallet Order Tracking. The goal? Meet customers wherever they are, and deliver with flexibility and transparency.

Omnichannel ≠ one channel

Remember: although there are post-purchase channels that are best suited to your industry, that doesn’t mean you should only be using one.

Quite the opposite: the omnichannel experience is all about providing a fluid experience across multiple channels—  and that can be  2, 3— as many as you like (!), as long as the journey is seamless and integrated. It’s all about optimizing the delivery experience by engaging with your customer where it’s most convenient for them.

Remember that post-purchase tools (like ours) allow for a fallback strategy. If the primary channel fails (e.g., the message isn't delivered or opened), the system will automatically trigger a notification via another channel to ensure the customer stays informed.

Ex: If the customer hasn't opted into WhatsApp or has disabled notifications:

WhatsApp failed → send fallback SMS

Let’s look at an example of an omnichannel delivery experience across multiple channels. Lacoste, that wonderful fashion brand with the little crocodile logo, could benefit from delivery communication across multiple channels applied to different stages of delivery.

Omnichannel delivery experience with multiple channels example: Lacoste

‍

What are the benefits of an omnichannel experience for post-purchase?

1. Maximized Reach and Engagement 📦

Omnichannel delivery ensures customers receive updates through their preferred channels — whether that's SMS, email, WhatsApp, or Apple Wallet Order Tracking— leading to higher message visibility and engagement.

Key stats:

• Once enabled, Apple Wallet Order Tracking notifications have a 100% engagement rate as they appear directly on shoppers’ phone’s lock screen
• WhatsApp notifications have a 98% open rate
• Post-purchase emails see a 61.68% average open rate — that’s almost 2X higher than pre-purchase emails for e-commerce, which currently stands at 31.08% .

2. Higher NPS 💖

Customers feel more confident, informed, and in control during the post-purchase phase — a critical driver of satisfaction and brand trust.

Key stats:

• 83% of shoppers expect regular communication during delivery
• Brands that test and segment delivery comms by channel see up to 23% higher customer satisfaction scores (Zendesk).

3. Increase in repurchase 🔄

Multiple channels allow brands to fine-tune delivery flows, reduce support load, and maintain reliability even if one channel fails.

Key stats:

• 32% of customers say they will not buy again from a brand that fails to communicate clearly during delivery (Metapack).
• Companies using an omnichannel strategy achieve 91% higher year-over-year customer retention rates (Aberdeen Group).
• Brands with strong post-purchase communication see 15–25% higher repeat purchase rates (Salesforce).

The Best Post-Purchase Communication Channel by Industry + Examples

Now that we’ve defined the omnichannel experience for delivery, and (hopefully) persuaded you of it’s important for your e-commerce brand, let’s dive into the nitty gritty.

Which post-purchase communication channels are best for your e-commerce industry? Read on to find out.

‍
Fashion & Apparel 🧥

‍

SMS post-purchase communication example for fashion & apparel: Pimkie

‍Pimkie, is a fast-fashion brand catering to young, trend-conscious shoppers who expect quick delivery and mobile-first communication.

Why SMS for Pimkie?

• Instant visibility for time-sensitive purchases: Pimkie’s trend-driven, event-based shopping behavior demands real-time updates — SMS ensures delivery info is seen immediately.
• Mobile-native audience alignment: Pimkie’s young customers shop primarily on mobile, making SMS a natural and frictionless touchpoint.
• Reduces WISMO and boosts satisfaction: Fast, clear delivery alerts via SMS help prevent missed parcels and lower support volume, crucial during high-volume drops.

Real-life example SMS notification for Pimkie

📦 Pimkie update: Your order #PMK487123 is on its way! Expected delivery tomorrow between 10am–2pm. Track it here: pimkie.fr/track/487123 💖

Health & Beauty 💄

‍

WhatsApp post-purchase communication example for fashion & apparel: Typology

Typology is a direct-to-consumer skincare brand that offers minimalist, ingredient-focused products designed for transparency, efficacy, and sustainability.

Why WhatsApp for Typology?

• Brand tone match: Typology’s calm, personal, and educational style fits WhatsApp’s conversational UX far better than SMS or email.
• Post-purchase education: WhatsApp allows Typology to send how-to content, usage tips, or follow-up skincare advice at the moment of delivery.
• Mobile-native audience: Typology serves a digital-first customer base, mainly in Europe, where WhatsApp penetration is high.

Real-life example WhatsApp notification example for Typology

Typology: Bonjour Camille 🌿 Your order has arrived! Ready to glow? Tap here for how to apply your new Vitamin C serum ➡️ typology.com/routine-guide

Electronics & Gadgets 🔌

‍

Email post-purchase communication example for electronics & gadgets: Back Market

Back Market is an online marketplace specialized in refurbished electronics, offering high-quality devices at lower prices with a focus on sustainability.

Why email for Back Market?

• Refurbished tech often requires setup instructions and warranty info, which email can clearly convey with links and visuals.
• Customers value documentation for returns, support, or resale — email provides a retrievable history.
• Back Market’s eco-conscious, value-driven shoppers often research on desktop, making email a natural channel for tracking and post-purchase communication.

Real-life example email notification for Back Market

Subject: ♻️ Your device is en route

Hi [First Name],

Your refurbished [Product Name] is officially on the move! 🚚

Estimated delivery: Thursday, June 1st

🔎 Track your delivery in real time

[Track My Order]

🌍 You’re not just getting tech — you’re making a difference

By choosing refurbished, you just saved:

• 🧪 Up to 200g of electronic waste
• 💧 Over 75 liters of water
• 🌬️ 80% less CO₂ vs buying new

Meet the people behind your product — watch this 1-minute video:

🎥 Watch: How your device got a second life

Your phone’s arriving soon — here’s how to unlock its full potential:

🎧 Certified Refurb Headphones – great sound, half the waste

🔋 Portable Charger – stay powered on long days

🌿 Eco Accessories Kit – minimal packaging, maximum usefulness

All optional. All refurbished or eco-certified.

[Browse curated add-ons]

Home & Living  🛋

‍

Apple Wallet Order Tracking example for home & living: Bonsoirs

Bonsoirs is a premium French brand offering high-quality, eco-friendly bed linens and home essentials designed for ultimate comfort and everyday elegance.

Why Apple Wallet Order Tracking for Bonsoirs?

• Premium UX matches brand positioning: Bonsoirs offers high-end, aesthetic bedding — Apple Wallet’s sleek interface reinforces that quality promise with a modern, polished touchpoint.
• In-home delivery coordination matters: Customers often plan around receiving bulky or luxurious linens (e.g., for hosting or new home setup), so Wallet notifications help them prepare proactively.
• High AOV, low frequency purchases: Since customers order less often but invest more per order, a premium, low-friction experience like Wallet adds value without feeling invasive.

Real-life example Apple Wallet Order Tracking for Bonsoirs

Bonsoirs Update 🛏️

Your linen set is arriving tomorrow!

Delivery scheduled: Thursday, 10:00–13:00

🪄 Tap to view tracking, reschedule, or share access

[Open in Wallet] — Bonsoirs

Food & Beverage 🍎

‍

SMS post-purchase communication example for food & beverage: La Maison du Chocolat

La Maison du Chocolat is a prestigious French chocolatier known for its artisanal craftsmanship, luxurious gift boxes, and delicate, perishable creations delivered worldwide with an emphasis on freshness and elegance.

Why SMS for La Maison du Chocolat?

• Preserves the freshness of premium products: Chocolates are highly sensitive to temperature and time. SMS ensures customers receive real-time updates like “Delivered now” to avoid spoilage or extended exposure.

• Supports high-end gifting experience: Timely SMS alerts help ensure a flawless gift delivery, letting recipients or senders know exactly when the package arrives—enhancing the premium brand perception.

• Matches tight delivery windows for perishables: With narrow windows for optimal delivery (e.g. chilled courier or express options), SMS minimizes the risk of missed deliveries thanks to instant open rates.

Real-life example SMS notification for La Maison du Chocolat

🍫 La Maison du Chocolat: Your gourmet gift box has just been delivered. Enjoy the taste of excellence! 📦✨

‍

Luxury & designer goods 💎

Email post-purchase communication example for luxury & designer goods: 24s

24S is a luxury fashion e-commerce platform owned by LVMH, offering curated designer clothing, accessories, and beauty products with a distinctly Parisian flair.

Why email for 24s?

• Luxury alignment: Email provides the refined, editorial-style experience 24S is known for — echoing the aesthetic of LVMH maisons with rich visuals, elegant layouts, and branded storytelling.
• International clientele & discretion: 24S serves a global, high-end audience that expects privacy and formality; email is non-intrusive and easily accessible across devices and time zones.
• Post-purchase curation opportunity: Email enables 24S to offer styling tips, cross-sells, or “complete the look” suggestions in a way that feels like luxury service, not a sales push — something SMS or WhatsApp can’t deliver with the same finesse.
  

Real-life SMS Delivery Example for Luxury & Designer Goods – 24S

24S: Your curated order is on its way via DHL Express. Delivery expected on Wednesday, June 5. Track it here: [24s.com/track]

✨ Need styling tips or return info? Your concierge team is here to help.

Baby & Kids 👶

‍

SMS post-purchase communication example for baby & kids: Beebs

Beebs is a French subscription service that delivers curated baby care products and essentials, tailored to the age and needs of each child.

Why WhatsApp for for Beebs?

• Speed and reassurance for time-sensitive baby products: Beebs delivers essentials like diapers, formula, and wipes—items parents can’t afford to miss. WhatsApp ensures instant updates with read receipts, reducing stress during urgent moments.

• Visual confirmation for peace of mind: Parents appreciate real-time photo or status confirmations like “Delivered at your door”—especially when juggling a baby’s schedule and unable to check deliveries immediately.

• Supports recurring orders and quick reorders: WhatsApp allows Beebs to prompt reorders seamlessly (e.g. “Need a top-up on diapers?”) or offer support, turning delivery notifications into a helpful, human interaction.

Real-life example WhatsApp notification for Beebs

🍼 Beebs: Your baby care box has been delivered! 📦 Check by your front door. Need to reorder formula? Tap here ➡️ [Quick Reorder Link]

Subscription models 📦

‍

SMS delivery example for subscription models: Panda Tea

Panda Tea is a French wellness brand that specializes in organic, plant-based teas designed to support detox, energy, sleep, and digestion.

Why SMS is the best channel for Panda Tea:

• Fast visibility for critical delivery updates: SMS ensures time-sensitive messages like “Your tea box ships tomorrow!” are read instantly—avoiding missed deliveries and confusion.

• Reduces churn through proactive reminders: Panda Tea can send quick alerts such as “Your subscription renews in 24h 🫖”, helping subscribers stay informed and reducing failed payments or cancellations.

• Perfect fit for a mobile-first wellness audience: With a young, health-conscious customer base, Panda Tea benefits from SMS’s 90%+ open rate and mobile-first format—ideal for short, friendly updates.

Real-life example SMS notification example for Panda Tea

🐼 Panda Tea update: Your “Energy Boost” box is on its way! Expect delivery tomorrow. Time to feel great 🌿💧

FAQ

1. What is post-purchase communication?

Post-purchase communication refers to the messages a brand sends after a customer completes a purchase — such as order confirmations, shipping updates, delivery alerts, and return instructions. It’s key to building trust and reducing support inquiries.

2. What does the omnichannel experience for post-purchase mean?

The omnichannel experience for post-purchase suses multiple integrated channels (like email, SMS, WhatsApp, Apple Wallet Order Tracking) to communicate order updates. It ensures messages reach customers where they’re most active, leading to a smoother, more personalized experience.

3. Why is SMS effective for delivery updates?

SMS offers instant visibility with >90% open rates, making it ideal for urgent updates like “Your order arrives today.” It reduces missed deliveries and increases customer confidence.

4. When should brands use WhatsApp for delivery notifications?

WhatsApp is best for mobile-first audiences and industries like beauty, wellness, or baby care. It enables real-time updates, visual confirmations, and two-way messaging — all in a channel customers already use daily.