Step 1: Getting Started and Connecting to the E-commerce World
Before Retino becomes your logistics brain, you need to connect it to your e-shop and carriers.
If you already use Retino Returns, simply activate the Tracking module from within the app — you must have a manager role in the account. New users can choose either standalone Tracking or a Returns + Tracking bundle during registration.
B. Importing Orders and Data
To see shipments in the system, you need to feed your orders into it. You have two main options:
Direct Integration (recommended): For popular platforms (such as Shoptet, Prestashop), a native plugin is available to ensure automatic synchronization. PrestaShop users must ensure that a change in order status occurs when a tracking number is entered, for proper synchronization.
XML Feed: For custom solutions, simply generate an XML feed according to the specification and place it at a public HTTPS URL. Retino will then automatically pull data updates approximately every 6 hours. You can verify a successful connection in the Settings > Orders section.
API Integration: You can now also connect your e-shop via API integration.
C. Connecting Your Carriers
Retino Tracking supports more than 24 carriers, either automatically or with the need to enter login credentials.
Automatic connection works for those carriers (e.g., DHL, Toptrans, Česká pošta, Balíkobot) where the system uses public tracking, a public API, or has its own system API key.
Manual connection (API keys/login credentials): For some carriers (e.g., GLS, PPL, Zásilkovna/Packeta, DPD Meta), you need to enter specific credentials (such as an API key, password, or customer number), which you should request from your sales representative.
Step 2: Branding and Automated Communication (Emails and Track & Trace)
The key to professionalism is unifying your communication and enabling customers to track shipments directly on your site.
A. Track & Trace Page on Your Website
Track & Trace is a widget that you integrate directly on any page of your e-shop (e.g., /shipment-tracking). This ensures that customers stay on your domain, which strengthens your brand and reduces outbound clicks to carrier websites. Integration is simple: copy the integration code from the settings and paste it into the HTML code of the page. The widget automatically adjusts to the container width. You can customize colors, upload a logo and banner, and even edit texts for more than 20 supported languages. Data on this page is updated approximately every 60–72 minutes. Want to know how your customers use this page? Analyze it with Track & Trace Analytics.
B. Professional Email Communication
In Retino, you can set up automated emails, which are divided into two types that complement each other:
Transactional emails: Respond to order events (e.g., "Order Confirmation," "Order Has Been Shipped").
Shipment emails: Respond to delivery events (e.g., "Shipment Is on Its Way," "Ready for Pickup").
The appearance of all emails is defined centrally using the Email Designer, where you set up the logo, colors, footer, and can add sections with product details or the delivery address. The Email Designer also includes the AI Email Editor, which allows you to create professional email templates using artificial intelligence. You can now send all emails from your own email domain, which not only increases brand trust and reputation but also email deliverability.
For setting up message content and sending conditions, use the Automated Email Sending section. Here, you'll use dynamic tags (e.g., [[order.code]], [[shipping.tracking_number]]) for personalization.
Key Note: If you choose to use transactional emails in Retino, it is essential to disable duplicate emails in your e-shop solution (e.g., in Shoptet) to avoid sending customers two identical messages. Retino emails offer better personalization, a unified design, and more detailed delivery statistics.
Step 3: Active Shipment Management and Problem Resolution
In the Retino Tracking interface, you'll find four main sections: Dashboard, Shipment List, Problem Shipments, and Analytics.
A. Identifying Problems
The Problematic Shipments section is key to proactive customer care, as it helps you identify issues early and prevent dissatisfaction. The "Returning Soon" tab displays shipments that are approaching the end of their storage period.
Proactive steps:
Extending the storage period: For supported carriers such as Česká pošta or Zásilkovna/Packeta, you can manually extend the storage period directly from the shipment detail, or set up automatic extension using rules in Automation.
Communication log: To record and track the steps you've taken (e.g., a phone call to the customer), you can add notes and labels to the shipment (e.g., "Customer Contacted").
Automatic labels: The system allows you to automatically tag shipments with labels based on events. For example, if a shipment has had no status update for 5 days, you can automatically add a "Stale Shipment" label, making filtering and resolution easier.
B. Shipment Overview and Filtering
In the Shipping section (Shipment List), you have a complete table overview. You can use preset tabs such as "In Transit" or "Ready for Pickup," which help you monitor active deliveries and prompt customers to pick up their parcels in time. The detail of each shipment contains a complete timeline with the history of statuses and sent communications.
Step 4: Analytics for Strategic Decision-Making
Analytics tools provide you with deep data essential for optimizing costs, speed, and customer satisfaction.
A. Cost Analysis: Profitability Under Control
This section is key to financial logistics management. It provides a comprehensive overview of shipping costs and achieved margins, allowing you to optimize your pricing strategy. Track four main metrics: Total Revenue (what the customer pays), Total Costs (what the carrier charges), Total Margin, and Margin in %.
Invoice verification: A key indicator is "Invoiced Without Shipment." This metric shows the number of items on carrier invoices that could not be matched to any existing shipment in your system. Clicking on this value gives you a list of items, making it an ideal tool for uncovering billing discrepancies with carriers or missing shipments.
Data import: Cost data can be obtained through automatic processing of email invoices (for supported carriers such as GLS, PPL, DPD) or through manual CSV import for other carriers.
Optimization: Through analysis, you can compare the cost efficiency of individual carriers, analyze margins by destination country or weight category, and consider shifting more shipment volume to the most cost-effective ones.
B. Delivery Rating: Measuring Customer Satisfaction
Here you get direct feedback from customers. After delivery, the Track & Trace page displays an option to rate the delivery with stars (1–5). For low ratings (1–4 stars), customers can indicate a specific issue (e.g., Late Delivery, Damaged Shipment).
Metrics: Track Average Rating, Total Number of Ratings, and the percentage of Satisfied Customers (4 or 5 stars).
Identifying weak spots: The "Areas for Improvement" radar chart shows you the most common complaints (e.g., delivery speed, packaging quality). This data is invaluable for strategic decision-making, carrier negotiations, and service quality improvement.
C. Delivery Time: Speed of Delivery
This section focuses on the speed of the entire process, with weekends excluded from the calculation. Key metrics include:
Average delivery time: The total time from order creation to delivery.
P95 delivery days: Tells you within how many days 95% of shipments are delivered, which is important for setting realistic customer expectations.
Comparison: The analysis compares Average Transit Time (time spent with the carrier) with Average Time from Order to Delivery (the entire process, including order processing in your warehouse). This way, you can identify whether the bottleneck is with the carrier or in your internal processes.
Distribution: The section also tracks Average Time at Pickup Point, which is the time a shipment waits for the customer to pick it up after delivery to the pickup location.
D. Shipment Timeliness
You can now also track in Retino whether your shipments are being delivered on time. This feature automatically calculates the expected delivery date and assigns a timeliness status to each shipment. Learn more here.