Adelante Offers Delivery Guarantees with Seel


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Business Model
D2C Brand / Private Label Manufacturer
“Seel truly augments our customer service, it allows us to reassure our customers without adding additional work for our service teams.”
Michael Pelzer
Co-Founder and COO at Adelante Shoe Co.

The Challenge

Adelante Shoe Co. was founded by Peter Sacco with the goal of spreading economic prosperity throughout Latin America. They do this by manufacturing high-quality, made-to-order shoes at a fraction of market rates. The company primarily sells to the United States through multiple channels, including a D2C Shopify Store and Private Label manufacturing. Today, Adelante proudly services their 10,000 customers from their locations in Massachusetts and Guatemala.

Due to the luxury nature of made-to-order shoes, Adelante’s customers frequently requested services like signature upon delivery. Ultimately, this led to a high number of customer support requests for changed delivery dates and missed deliveries. Adelante needed a solution to make their customers feel confident that their orders would be protected in shipment without creating additional work for the company.

“We felt like our customer service team was just acting as a go-between for our customers and DHL.”

The Solution

After identifying that their customers needed support around delivery, Adelante worked with Seel to offer On-time Delivery Guarantee. Adelante incorporated Seel’s On-time Delivery Guarantee Widget directly into its Shopify checkout flow, enabling customers to add On-time Delivery Guarantee for a small, transparent fee at checkout. The ease of integration was highly appealing to Adelante, who didn’t need to remove or replace any of their existing tech stack to start offering Seel’s products immediately.


Since going live with Seel, Adelante has seen 82% of their customers add On-time Delivery Guarantee, dramatically reducing the need for Adelante to handle shipping and logistical support for their customers.

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