How We Enhanced Post Purchase Customer Experience for an International Jewelry Store
26% growth
in customer retention
5% recovery
of orders monthly
32% drop
in negative reviews
Industry
Services provided
Client Profile
The client is a jewelry manufacturer and online retailer specializing in custom and ready-made fine jewelry. The company serves a large international customer base through its Magento ecommerce store.
Due to NDA restrictions, we cannot disclose the client’s name or specific business details. However, this case study reflects common challenges that jewelry manufacturers and ecommerce retailers face when they sell customized or made-to-order products online.
The presented solutions will be especially useful for brands looking to improve the post-purchase experience and increase customer lifetime value (LTV).
The Challenge
1
Keeping customers informed during jewelry production.
Many orders included jewelry pieces that required crafting or customization. Such items took longer to ship than ready-made ones. To keep customers informed and confident during production, the store needed a custom tracker that reflected the creation stages before shipment.
2
Reducing manual work around order edits and returns.
Buyers sometimes noticed order mistakes after checkout, needed to change delivery addresses during long production cycles, or requested jewelry returns after delivery. With more than a hundred new orders daily, handling these cases manually created a heavy workload for the store team. The business needed automation tools that would reduce support effort and make post-purchase communication clearer for customers.
The Solution
To support the client’s workflow, Whidegroup specialists extended Magento core functionality related to the ecommerce post purchase experience. The solution included custom features for order tracking, order editing, and dedicated Magento returns and exchanges management. Additionally, we implemented custom reports that help the store team monitor order flow and track updates more effectively.
Magento 2 order tracking
Customers can access the tracking page through a link in the order confirmation email or via the store’s main menu.
Customers can view order details using their email address and order number. If they open the tracking page from the email link, Magento prefills both fields. If they use the website link, they enter the details manually.
Unlike standard tracking tools, our solution displays not only the delivery route but also each stage of jewelry production. If an order contains several items with different production timelines, customers see separate estimated delivery times for each piece.
Customer order editing in Magento 2
The client needed buyers to correct simple order mistakes without contacting support. Since ready-made Magento extensions mostly cover admin-side order editing, we developed a bespoke customer-side module for this workflow.
Customers can access the editing form through a link in the order confirmation email.
After clicking the link, customers see a prefilled form where they can review and update information that doesn’t affect the total order value:
- Billing and shipping addresses
- Personal data (name, phone)
- Product sizes and variants
- Custom text (engraving)
Customers can edit orders only while they are still in Pending or Processing status, aligning with the early stages of the Magento 2 order status flow. Once production or fulfillment starts, editing becomes unavailable to prevent late changes, such as a shipping address update after dispatch.
Every approved change is synced with the Magento admin panel, and both the customer and store team receive an automatic update.
Magento 2 returns management
On the administrator side, we implemented logic that generates a unique return form link tied to a specific order. On the customer side, clicking this link opens a dedicated form for submitting a return request.
The client’s team had already analyzed three years of return requests, so we used the most common return reasons to shape the form logic. This information allowed the form to ask only for relevant details instead of forcing every customer through the same generic return flow. For example, a size exchange asks for the ordered and requested sizes, while a damaged item request asks customers to upload photos and shows specific return instructions.
We added a separate Returns Log to the admin panel to collect all data submitted through the customer return form. The same information also appears in a dedicated field within the detailed order view. In addition, the system sends an automatic email with return details to a designated mailbox used exclusively for return requests.
Magento custom reports for order tracking
During development, the client requested better visibility into Magento order status flow and order activity.
We created several Magento 2 custom reports that automatically collect and send key order data to managers on daily, hourly, and monthly schedules. Additionally, we developed a specific report to identify orders that lack tracking information 24 hours after completion.
To enable these reports, we added a dedicated NS Order List file in the admin panel that stores order IDs and SKUs for each order.
The Result
5% of orders recovered each month.
Customer-side order editing lets buyers fix typos, outdated details, engraving text, sizes, and variants before fulfillment instead of canceling the order.
Fewer “where is my order?” inquiries.
Customers can see both delivery updates and jewelry production stages within the Magento order status workflow. Such detailed tracking reduces uncertainty while made-to-order items are being prepared and strengthens customer trust.
Faster return request processing.
Support agents no longer collect all return details manually through chat. Customers now submit the required information through a dedicated dynamic form.
32% fewer negative reviews.
Fewer negative reviews related to customer purchase experience. Clearer order tracking, easier edits, and structured returns reduced frustration after checkout.
26% growth in customer retention.
A smoother post-purchase workflow helped the store keep more buyers after their first order.
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