As one of Belgium’s top football clubs, KAA Gent thrives on fan engagement—on and off the field. But slow shipping processes and lack of real-time tracking created friction in their fan shop. With Sendcloud, KAA Gent automated shipping, and turned delivery notifications into marketing opportunities. The result? Faster shipping, reduced costs, and happier fans.
REGION
Belgium
Features used
company size
Mid-sized business
Industry
Sports & Recreation
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0
%
automated label printing
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%
reduction in customer inquiries
0
%
lower shipping costs
CHALLENGE
Manual shipping and lack of transparency slowed KAA Gent down
For KAA Gent, the connection with fans extends beyond match days. Their online fan shop sells everything from jerseys to bicycles, making fast, reliable shipping essential. However, their logistics process was far from efficient.
Before Sendcloud, KAA Gent relied on manual label printing, which was time-consuming and prone to errors. Additionally, fans lacked real-time tracking, leading to frequent customer service inquiries about order statuses. The club needed a shipping solution that could reduce manual effort, improve transparency, and provide a top-tier experience for fans.
“We want to keep shipping costs as low as possible for our customers. On top of that, we also want them to be informed of when they can expect their order.”
SOLUTION
A fully automated, branded, and transparent shipping experience
KAA Gent turned to Sendcloud to streamline their entire shipping process. By integrating Sendcloud’s automated shipping platform, they cut the manual work, allowing their team to focus on delivering great fan experiences.
With automated label printing, warehouse operations became faster and more efficient. Additionally, personalized track & trace emails now keep fans updated on their orders in real-time.
Beyond logistics, KAA Gent used Sendcloud’s branded tracking emails to turn delivery notifications into marketing touchpoints, offering exclusive promotions alongside tracking updates. The result? A more engaged fan base and fewer customer support inquiries.
RESULTS
More than just smoother shipping. This is a fan experience upgrade
What happens when you automate shipping and turn tracking emails into fan engagement tools? For KAA Gent, it meant more than faster deliveries. It meant freeing up their team, delighting fans with real-time updates, and even lowering costs along the way.
100% automation of label printing
KAA Gent eliminated manual work in their warehouse, significantly increasing efficiency.
KAA Gent eliminated manual work in their warehouse, significantly increasing efficiency.
Jonas Oliebos
Digital Coordinator, KAA Gent
“We now print the labels in our warehouse, and we don’t have to do manual work anymore.”
30% fewer customer service inquiries
Real-time tracking updates reduced fans’ need to ask about order statuses.
Real-time tracking updates reduced fans’ need to ask about order statuses.
Jonas Oliebos
Digital Coordinator, KAA Gent
“Our webshop provides a way better service and we’re no longer receive questions from our customers about their parcels.”
Lower shipping costs for fans
Automation enabled more cost-efficient shipping, allowing savings to be passed directly to customers.
Automation enabled more cost-efficient shipping, allowing savings to be passed directly to customers.
Jonas Oliebos
Digital Coordinator, KAA Gent
“We want to keep shipping costs as low as possible for our customers. On top of that, we also want them to be informed of when they can expect their order.”
A connected shipping experience
With tracking emails doubling as promotional opportunities, KAA Gent enhanced both logistics and fan engagement.
With tracking emails doubling as promotional opportunities, KAA Gent enhanced both logistics and fan engagement.
Jonas Oliebos
Digital Coordinator, KAA Gent
“In addition to offering live tracking, now we can also send branded promotions to our customers. Next to being updated on their parcel status, they now also get branded promotions.”
Turns out, fast shipping builds loyalty, and scores big with fans. Ready to see what it can do for your business?
