Providing consumers with accurate and timely delivery information are highlighted amongst the key issues influencing online consumers overall shopping experience according to the latest research released by IMRG, the UK’s industry association for online retail.
The IMRG UK Consumer Home Delivery Review 2015 is in its seventh year and looks at the changing expectations and perceptions of 1,300 UK consumers.
Satisfaction with online delivery remains relatively consistent at 82%, with concerns about deliveries steadily declining. The importance of providing a good delivery service is reflected in the facts that 70% of respondents reported that ‘a good delivery experience will keep them loyal to a particular retailer’.
There are areas, however where improvements to a consumer’s delivery experience can be made:
PRE-PURCHASE DELIVERY INFORMATION
There is one area in the online buying process that retailers can consistently deliver a better user experience – and at the same time reduce incidences of ‘basket abandonment’ is to provide a wide range of delivery options (for example multiple carriers, click and collect, next day delivery, assembly etc.) and to be upfront with additional delivery charges. IMRG found that consumers will ‘abandon their basket because the right options are not available or additional delivery costs are too high’.
IN-TRANSIT DELIVERY INFORMATION
85% of respondents said that they really valued the ability to receive in-transit delivery information as this enabled them to anticipate when their order will arrive (and subsequently be able to plan their day more effectively). Consumers are also looking for the opportunity to ‘defer or divert to a time or place more convenient’ and direct the delivery company to leave their delivery with a neighbour or garage.
This particular feature in STREAM has been used with great effect at Scandinavian House as they have been able to instantly update orders in the system, plus let their delivery companies know to leave their package with a neighbour or an alternative safe location.
Over 80% of respondents said that they were happy to receive proactive delivery notifications that:
- Informed them of a failed delivery
- Confirmed that expected time (slot) when they could expect delivery
- Confirmed the expected delivery the day before delivery
- Received in advance if there was a problem / delay with delivery (this is particularly important if there is a significant lead time between ordering and delivery)
- Informed them of a dispatch date and tracking number
RETURNS
Disappointingly, overall satisfaction with returns fell from 68% in 2014 to 61% in 2015. IMRG reports that this ‘is a particular issue given that 78% said the quality of the returns service is an important factor when deciding who to shop with’.
In discussing the report, Andrew Starkey, head of e-logistics at IMRG said:
’While overall satisfaction with online fulfilment has remained consistent over the past few years, the delivery experience has become a key differentiator for customers – with 70% confirming that a good delivery experience will help keep them loyal to a particular retailer. It is therefore important for industry to keep innovating to keep pace with evolving customer demands – click and collect is a good example of how customers will adopt new solutions if they greatly aid convenience, with 60% now saying they have made use of the option.’
You can download a copy of the Executive Summary of the report here .