It's the usual process: You order something online, and immediately numerous emails land in your inbox, supposedly keeping you updated on the current location of your package. Only when it's actually delivered, the information arrives too late, and you have to go to the post office. So we're annoyed, both by the unnecessary emails and the extra effort of picking up the package. The Munich-based startup parcelLab wants to improve the online shopping experience with proactive customer communication during product shipping, thus benefiting both the customer and the retailer.
parcelLab was founded in 2014 by Tobias Buxhoidt, Julian Krenge, and Anton Eder. They want to put an end to unnecessary shipping notifications. Their service aims to keep customers up-to-date with personalized messages at the right time. For online retailers, this translates, according to the founders, into open rates of 70% and click-through rates of more than 30%. This offers optimized opportunities for marketing, upselling, and improving logistics processes.
Tobias (31) is CEO at parcelLab and responsible for sales and HR. Julian (30) is responsible for product development at parcelLab. Anton (36) is CRO at parcelLab and is responsible for all marketing-related matters.
Tobias and Julian met through a matchmaking session with the SpeedUP! Europe funding program—without knowing each other beforehand. Anton joined through an ad on Gründerszene. This completed the team, covering all relevant areas with the appropriate expertise. The parcelLab team has now grown to 20 people and supports over 75 customers worldwide in their shipping communications.
Away from the standard: “Your package has been loaded” is passé
The parcelLab concept naturally raises the question: How is it better than the standard emails I receive as part of the order and delivery process? Tobias:
"So far, most online shops have sent out shipping confirmations themselves. After that, communication is usually left to the logistics service providers, which means customers receive an email from DHL, Hermes, etc. with information that isn't necessarily relevant—few people need to know that their order has been shipped somewhere."
However, the Munich-based startup wants to provide customers exclusively with the most important information and key data:
"When my package will arrive is often communicated at short notice, and if anything changes, the customer is informed afterward. But we give the customer exactly what they want—relevant information, exactly when they need it."
This allows retailers to leverage the buyer's interest in this information and keep the communication consistent with their CI, attracting customers back to the store, and increasing repeat purchase rates, basket sizes, and sales. Tobias says this approach had never existed before parcelLab.
The original idea was somewhat different—but it turned out to be a failure. During the Google Launchpad, the current approach crystallized after numerous discussions with retailers, and the initial impetus for parcelLab was born. However, the change in direction presented a challenge that not everyone was equally comfortable with:
"That meant letting go (...) and taking a new direction. That wasn't easy for everyone; the team at the time fell apart. Tobias, Julian, and Anton then developed this approach further into parcelLab."
Deal with top dealers: “We’re doing great!”
The current situation shows that the effort and the change of course were worthwhile and that the decision made at the time was the right one:
"We're doing great! Since our launch in September 2015, we've convinced over 75 shop operators and retailers from the B2B and B2C sectors and now support more than 160 online shops. With Tchibo, Thomann, and Cyberport, we've gained three of the top 15 retailers in Germany as customers. This is definitely a great success for us and a big step in the right direction."
“We like to think big”
The fact that the business is doing so well is, of course, largely due to the effective founding team, but also, not least, to the Munich location. Tobias and his colleagues feel completely at home here. The Bavarian capital has become a home for the team, and for those who aren't from here. They describe the exchange with other founders as very open, which has already enabled some close relationships with other startups.
And what’s next for parcelLab?
"We are well on our way to expanding our market leadership in Germany and into international markets. We are currently working on designing processes so that we can scale faster without requiring a lot of additional resources."
So, nothing stands in the team's way to becoming the next unicorn, right? Tobias says:
“For now, we’re content with unicorn chocolate—but we still like to think big and have a lot more plans!”
