Since 2019, Bettermile has operated Better Tracking, a package tracking service that offers consignees the ability to check the status of their delivery in real time. As a white-label parcel tracking application, Better Tracking enables brands to drive engagement with their customers on the last touchpoint in the customer journey.


In time for the holiday season, BVB chose to implement Better Tracking’s branded real-time parcel tracking into the BVB online fan shop. Since December 2022, customers who order BVB merchandise are treated to a BVB-branded tracking experience. But first, some background.

BVB is a professional football club based out of Dortmund, Germany. Formally named the Ballspielverein Borussia 09 e.V. Dortmund, BVB plays in the Bundesliga, the top tier of German football. They have a long and celebrated history, having won eight national championships. The club also came out on top of the Champions League in 1997.

BVB has a well-established and iconic brand. Their black and yellow home kit, which inspired the affectionate nickname given to their fans sitting on the south stand of the Signal Iduna stadium — the Yellow Wall — is unique and instantly recognizable. Their slogan, “Echte Liebe” (“True love” in English), is featured at the stadium and on the team’s merchandise.

Bettermile and BVB set out to provide their fans with a complete end-to-end shopping experience. The parcel tracking page, featuring the iconic yellow and black branding as well as football-themed UI text, allows customers to track their package’s real-time location on a map, following the driver as they move from delivery to delivery.


At checkout, the customer is excited to have placed the order and looks forward to receiving the merchandise of their beloved club. The experience continues once the package embarks on the last mile of its journey to the customer.


At this point, the customer receives a notification that they can start tracking their package in real time. They can check the estimated time of arrival and see the progress of the delivery by finding a little icon of a package with the BVB logo on the map. A stop-watch, as a reference to the referee’s timer, indicates the number of stops left.

Research has shown that, of customers who are satisfied with the delivery process, 74% increase their spend with retailers, and 82% share their positive experience with a friend or relative. Furthermore, 90% of people want brands to engage them during delivery. This is especially true when it involves changes to the parcel’s delivery status: 56% of people want to be notified immediately in the event of a delay.


The results of the collaboration between BVB and Bettermile seem to confirm these numbers: on average 60% of the customers who ordered products from the BVB online-shop, used the live package tracking application to check the estimated delivery time of their parcel. The high click rates are evidence of great user engagement. Indeed, the average user clicked eight times to check the location of their parcel. Customers appreciate the transparency and get a sense of empowerment because they can rate the delivery experience.


This engagement opens the door to reactivating the sales cycle. The tracking page offers a platform to promote other products and services and direct the customer to the next touchpoint.