Magical Moments
2019 Report

How do you compare? Our latest benchmark study, compiled from over 7B+ interactions and 650+ retailers, shows 6 magical moments where you can build a stronger emotional connection across your customer’s shopping journey — and examples of brands that do this best.

Key Findings

Consumers return high
value items faster.


Orders valued at over $500
are returned fastest overall.

Delivery times
have gotten longer.


Number of packages delivered within
2 days dropped 9% in the US.

Consumers desire timely information – even when there’s a problem.


Delayed package emails
have a 63% open rate.

Retailer benchmarks for the shopping journey

Get a detailed look at trends and best-in-class retailer examples of how they engage with consumers at critical points in their shopping journey — from the moment a shopper adds an item to their cart until after they receive
their shipment.

In this report we’ll cover:

  • Performance benchmarks and industry trends along the customer journey by country and category.
  • Best-in-class examples from live retailers to match each of the six magical moments.
  • Actionable steps and recommendations to help you immediately improve your customer experience.

This report analyzes more than 7 billion interactions worldwide and 650+ retailers’ customer purchasing journeys, identifying the touchpoints and brands that are successfully building emotional connections with customers.

Get access to the report

Magical Moments


The moment you decide
to add a product to your cart/basket

What type of information do shoppers need to make a decision to buy?


The moment before
clicking ‘buy’…or
abandoning the basket

What can deter shoppers to not click buy?


The moment after purchase when the order is confirmed & delivery anticipation starts to build

How can brands & retailers continue to build relationships after a shopper has made a purchase?


The moment the delivery arrives…or is delayed
or missing

How can brands & retailers remove friction when shipments don’t go as planned?


The moment a customer decides to initiate a return
or exchange

What do shoppers demand when it comes to returns?


The moment the
customer decides to
make another purchase

How can brands & retailers turn one-time customers into loyal advocates?

“Retention & education are a big focus for us in general, so we take advantage of this additional touchpoint to move that agenda forward.”
Loren Khulusi
Senior Product Manager at Dollar Shave Club