Welcome to Behind the Click, powered by the E-commerce Berlin Expo.When was the last time a delivery notification actually delighted you? In this episode, host Janine Vanessa Heinrich sits down with Philippe Padrock, Co-Founder of Karla, to explore how the often-ignored post-purchase window can become a brand’s most powerful touchpoint, driving loyalty, repurchase, and happier customers.From roommate mattress “never arrived” horror stories to 10x ROI case studies, Philippe breaks down how Karla helps brands take ownership of delivery communications (instead of leaving it to carriers), embed on-site tracking pages, and turn “Where is my order?” into engagement, upsell, and trust. We dig into proactive notifications, self-service issue resolution, and why the tracking page is premium real estate for community, offers, and content, without feeling spammy.You’ll learn how to:Turn delivery from cost center to marketing engine with brand-owned emails and on-site tracking.Proactively reduce WISMO (“Where is my order?”) with timely, relevant notifications.Use the tracking page to drive upsell/repurchase, referrals, or community signups (not just discounts).Plug Kala into your shop + ESP to automate updates, templates, and tone of voice, no manual ops.Build self-service flows (missing items, damage, NPAI) that resolve issues in clicks, not tickets.Prove impact with hard KPIs (e.g., 80% fewer delivery inquiries; 10x ROI in month one for Naughty Nuts).Apply the strategy beyond D2C snacks, think high-ticket with accessory upsells.Map the next 3–5 years: AI-tailored content, smarter CX automations, and end-to-end post-checkout journeys.🟠 Interested in being a guest on our podcast? Reach out to us at [email protected] for more:■ YouTube■ LinkedIn■ Instagram■ Facebook■ Twitter

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