Supply Chain Now

Episode: Decoding Loyalty: What the Latest Research Reveals About Repeat Buyers
Date: November 17, 2025
Guests: Lori Boyer (Director of Content, EasyPost & Host, Unboxing Logistics), Tevin E. Taylor
Host: Scott Lewton

Episode Overview

This episode dives into groundbreaking research about what truly drives repeat purchases and customer loyalty in the modern supply chain and e-commerce landscape. Scott Lewton, Tevin E. Taylor, and repeat guest Lori Boyer of EasyPost unpack the latest data and best practices, offering actionable advice for shippers, retailers, and supply chain professionals on how to retain loyal customers, manage post-purchase experience, and combat challenges in tracking, claims, and returns.

Key Discussion Points and Insights

1. The State of Customer Expectations: Data-Driven Loyalty Drivers

• Experience Now Equals Product Value:
  • 80% of customers say the experience matters as much as the product itself.
  • 2025 data shows a majority of consumers have stopped buying from a brand due to a bad experience. ([08:32–11:38])
• Personalization is Paramount:
  • 74% of consumers desire more personalized offers.
  • Most-opened customer communications are tracking notifications—a key touchpoint for branding or upsell opportunities. ([00:00], [21:09])
• Reliability and Flexibility Outrank Free Shipping:
  • Recent findings show customers now prioritize reliable and flexible delivery over free shipping. ([08:32])

“For the first time, we’re seeing that experience, the actual purchasing experience, is carrying as much weight as the product.”
— Lori Boyer, [08:32]

2. Who Owns the Post-Purchase Experience?

• Customers hold the brand, not the carrier, responsible for the entire delivery experience—shipping mishaps or returns included.
• 63% of companies still hand off this entire experience to the carrier or a third party, despite changing customer attitudes. ([08:32–14:18])

“You pass off the ownership of the experience at your own peril.”
— Scott Lewton, [11:38]

• A negative delivery can become a loyalty moment if brands respond quickly and go the extra mile to resolve:

  "A negative issue with delivery or returns can actually turn into a positive experience, even more than just it going through the way it's supposed to."
  — Lori Boyer, [17:22]

3. Actionable Best Practices for Shippers

a) Tracking & Notifications ([19:46–26:36])

• Clarity and Proactive Communication:

  • Clear delivery dates and proactive, end-to-end notifications (email and SMS/text) are essential.

  • Only 1 in 3 major retailers send “delivered” notifications; less than 30% use text, missing customer expectations.

    "Customers should never need to log in ... Email’s still the top channel ... but consumers want a text message."
    — Lori Boyer, [21:09]

• Leverage Branding and Upselling:

  • Notifications are high-engagement moments—embed branding and consider promotional messages.

• Automate to Reduce 'Where is My Stuff' (WISMO) calls:

  • Advanced tracking systems can cut WISMO queries by 61% and reduce service costs.
  • Don’t require logins for tracking links—keep it friction-free.

b) Claims & Damage Handling ([26:49–31:51])

• Immediate, Brand-Led Resolution:

  • Brands must proactively contact the customer about lost or damaged packages.
  • Speedy refunds or replacements yield better customer loyalty.

• Automate the Claims Process:

  • Many shippers neglect insurance claims—leaving “hundreds of millions of dollars” unclaimed per year.

  • EasyPost’s automated USPS claims system files for losses/damages without manual input, directly benefiting shippers.

    "60% of damaged and lost products are not ever getting claimed ... zero risk to you."
    — Lori Boyer, [26:49]

c) Returns Management ([32:14–37:51])

• Returns Must Be Easy—But With Checks:

  • 19% of products are now returned; 84% of consumers will leave their favorite brand if return policies tighten.

  • Free, simple returns remain the norm, but segment policies for serial returners or offenders.

  • Growing fraud (“friendly” and organized) is a major industry concern–segment policies and leverage tracking to deter abuse.

    “If you have abusers... you may want to set up slightly different return policies for different kinds of segments.”
    — Lori Boyer, [32:23]

• Sustainability & Transparency:

  • Customers increasingly care about the fate of returns—avoid landfill, explore refurbishment and resale.

• International Returns:

  • Abroad, it’s still common for retailers to tell customers to keep returned items due to prohibitive costs.

Notable Quotes & Memorable Moments

On Experience and Ownership

“Customers will hold the brand responsible for the entire shipping experience… I called the company and they said, ‘well, it was not broken when it left our warehouse, so you need to deal with the carrier.’ And I was like, what? I don’t know how to deal with a carrier… I am never going back to that company again.”
— Lori Boyer, [08:32, 14:18]

On Returns

“Returns... are super expensive. 84% of consumers right now are saying that if you tighten your returns policy, they will leave, even if you are their favorite brand.”
— Lori Boyer, [32:23]

“Make it clear, make the refund quick. It’s part of your brand.”
— Tevin E. Taylor, [37:59]

Key Takeaway

“The customer experience doesn’t end at delivery. Own tracking, resolve claims, and in turn, returns into a brand moment.”
— Tevin E. Taylor, [48:06]

Important Timestamps

• 00:00: Stat—74% want personalized offers; tracking notifications as a branding and upsell opportunity.
• 08:32: Lori Boyer introduces key new data on customer loyalty and the importance of experience.
• 11:38–14:18: Discussion on brands’ need to own the end-to-end experience.
• 19:46–26:36: Three components of the customer experience (tracking, delivery, returns) and deep dive into tracking best practices.
• 26:49–31:51: How to handle claims and opportunities in automated claims processing.
• 32:14–37:51: Managing returns, policy pitfalls, fraud, sustainability trends, international challenges.
• 48:01: Tevin’s Big Takeaway—Customer experience is an ongoing journey, not a one-and-done transaction.

Recommended Resources

• eBook: "What the WISMO? How to stop visibility gaps from stealing your revenue"
• One-Pager: Advantages of real-time tracking, notifications, estimated delivery dates
• Podcast Highlight: “Unboxing Logistics” (esp. on neurodiversity and current consumer data trends)

Podcast Tone

• Conversational, data-driven, practical, and friendly. The hosts and guests blend expertise with humor and actionable insights.
• Memorable, honest anecdotes (e.g., travel stories, real consumer frustrations) ground the data in human experiences, making it relatable and actionable for practitioners at all levels.

Summary

This episode arms supply chain and e-commerce leaders with fresh research and no-nonsense approaches for turning the post-purchase journey into a loyalty engine. Make the experience seamless—from proactive, branded tracking to automated claims and smooth returns—and customers will reward you with repeat business. But fail to own the last mile, and even the best products can’t save you. As Tevin sums it up: "Customer experience doesn’t end at delivery." Own every touchpoint, automate what you can, and harness every interaction—even the mishaps—as an opportunity to build trust and loyalty.