15% Delivery Rate Improvement for a UK Fashion eCommerce Brand

The brand was sending 2M promotional and transactional SMS messages per month across the UK, Germany, and UAE. Despite paying significant per-message rates with their existing provider, delivery rates hovered around 82% for the UAE and 88% for Germany — causing order confirmation and abandoned cart messages to silently fail. The lack of handset-level DLR made it impossible to distinguish delivery failures from disengaged customers.

SBS TELECOM identified that the brand's existing provider was routing UAE and Germany traffic through shared aggregator paths with grey-route exposure. We migrated both markets to Tier-1 direct routes — Etisalat/du for UAE and Deutsche Telekom/Telefónica Germany — with pre-registered alphanumeric Sender IDs. Abandoned cart triggers were connected to the HTTP API with a 30-minute delay webhook. Handset DLR receipts were fed back to their CRM within 8 seconds of delivery.

UAE delivery rate improved from 82% to 96.5% within 2 weeks of migration. Germany improved from 88% to 97.2%. The abandoned cart campaign, now running on reliable routes, achieved a 22% cart recovery rate. Total SMS cost reduced by 34% compared to the previous provider despite higher route quality, due to wholesale pricing.