LeMieux expands Scurri partnership to boost deliveries

LeMieux has expanded its partnership with delivery software provider Scurri to cover checkout, shipment tracking and delivery management across its growing international business.

The extended arrangement is designed to give shoppers more visibility over delivery times and options, while giving internal teams a clearer view of carrier performance. LeMieux sells through its direct-to-consumer channel and via more than 500 online and physical retail partners in 69 countries, including Selfridges and John Lewis.

Founded by former Olympic event rider Robert LeMieux and his wife Lisa, the business began with saddle pads and has since expanded into equestrian equipment, rider wear and accessories. As online sales grew, it sought closer control over delivery operations and post-purchase customer communications.

Before adopting Scurri in 2023, LeMieux relied on updates from individual carriers. That limited visibility for customer service teams and made it harder to monitor delivery performance across multiple shipping providers.

Under the expanded set-up, LeMieux is using Scurri Connect to manage shipping rules, compare carrier performance and offer more delivery options at checkout. It is also using Scurri Track Plus to keep parcel tracking within a branded environment rather than sending shoppers to carrier websites.

During the fourth quarter, including the peak trading period, the tracking service generated an average click-through rate of 12.86% and a conversion rate of 2.55%. LeMieux said the results show that post-purchase messages can also drive sales from customers who remain engaged after placing an order.

A test of checkout changes also highlighted the commercial impact of delivery information. In a controlled A/B test, customers shown less certainty around delivery were 10.3% more likely to abandon their purchase between the delivery and payment stages.

Checkout impact

The figures reflect a broader retail shift towards treating fulfilment and delivery updates as part of the shopping journey rather than just a back-end logistics task. For brands selling across borders and through multiple channels, delivery promises are increasingly tied to conversion rates, customer satisfaction and service costs.

Estimated delivery dates now play a direct role in reducing uncertainty for customers, according to LeMieux. That is particularly relevant for retailers with an international customer base and a mix of carrier partners, where inconsistent delivery messages can increase pressure on service teams and lead to higher online drop-off rates.

"Providing an estimated delivery date at checkout gives customers the reassurance they need around delivery times, and the data clearly reflects that in our conversion rate. With Scurri, delivery has become a measurable driver of growth for us, from improving checkout confidence to unlocking new revenue opportunities through branded post-purchase communications," said Jodie Bratchell, ECommerce Manager at LeMieux.

Scurri, which is based in Ireland, provides retailers with a single system for managing shipping and delivery across online orders. Its customers include The Perfume Shop, Butternut Box, Gousto and Bulk Powders, and it integrates with carriers including UPS, Royal Mail, An Post, DHL, DPD, Yodel and Evri.

International reach

LeMieux's growth has made it one of the larger specialist equestrian brands to emerge from the UK market in recent years. Alongside its own site, its products are distributed through a broad wholesale and retail network, giving the business a presence across specialist equestrian outlets and mainstream department stores.

That reach makes delivery consistency more important as the business expands. Greater visibility over parcel volumes and carrier service levels can influence which delivery partners are used in different markets, especially as order volumes rise and customer expectations around timing become more exact.

"LeMieux is a brilliant example of a brand that understands how important the delivery experience is to the overall customer journey. As they continue to grow internationally, having the visibility, flexibility and control to optimise delivery performance becomes critical both operationally and commercially. We're proud to support LeMieux as it enhances a delivery experience that matches the quality and care customers expect from the brand," said O'Connor.