What do customers want from ecommerce delivery?
Delivery is a key factor in customers' decisions to buy online, but many retailers are failing to meet expectations. Find out which brands are ecommerce's winners and losers.
Delivery is a key factor in customers' decisions to buy online, but many retailers are failing to meet expectations. Find out which brands are ecommerce's winners and losers.
Delivery is a key factor in customers’ decisions to buy online, but many retailers are failing to meet expectations.
A new survey of 2,000 UK consumers by Shutl and Retail Week provides some useful insights into this subject.
In this post I’ll look at the results and whether retailers are providing a good enough service to meet customer demand.
Ecommerce is now fully established and customers now expect a higher standard of performance when it comes to delivery.
Customers’ expectations around delivery are changing, with 42% of respondents saying their delivery expectations are higher now than two years ago.
The survey results suggest that retailers need to provide greater choice around delivery options.
Around 68% of shoppers have been discouraged in some way due to the delivery options on offer.
It is imperative that commerce sites offer a range of choice around delivery. While a few years ago, the ‘standard’ delivery option of 3-4 days was enough, it simply won’t pass muster anymore.
Shoppers expect choice, and retailers need to offer as many options as possible, resources allowing.
The cost-conscious shopper wants a free or cheap delivery option, while there are people who prefer to pay a premium to have items delivered more quickly.
These next day or same day delivery options also come into their own in the Christmas shopping season, providing an edge for those commerce sites that can offer them.
For the multichannel retailer, click and collect is now an essential service to offer, and those that do offer it have experienced huge demand.
In the case of John Lewis, the demands of 6m click and collect orders per year led to the introduction of a £2 fee for orders under £30.
The Retail Week survey finds that control over delivery is important and that having the choice over delivery timings would encourage them to shop online more.
Indeed, some of the delivery options introduced a few years ago to give retailers the edge (next day delivery etc) are now considered hygiene factors. As the survey finds, customer expectations are higher.
For retailers, covering off as many delivery options as possible is key.
Schuh has taken this on board and so shoppers have plenty of choice over delivery. We have click and collect, next day, nominated day delivery and more. All for £1 or less.
This gives Schuh a real edge over competitors on both price and convenience.
Of course, there are extra costs in providing this but Schuh has calculate that the extra sales the retailer attracts through these options is worth this extra expense.
House of Fraser takes a similar approach, with nine separate options, though the charges are higher than Schuh’s (which are very low compared to most commerce sites).
Again, this provides customers with more choice over delivery and ensures that those people who want
The survey does find that customers want the choice of delivery within a certain time slot, something both Schuh and House of Fraser aren’t currently offering.
In fact, few retailers do at the moment, but I can see this becoming more commonplace, as people hate having to wait in all day for deliveries.
Currys does offer this option, though at £19.99 it only becomes cost-effective for bigger ticket items like laptops and washing machines.
However, some retailers are still way behind on delivery. For example, H&M offers only one choice for delivery.
This is a 3-5 day delivery slot at £3.90, though the retailer does warn that even this may not be possible at sale and peak shopping times.
The H&M brand and the prices on offer mean that many people will shop anyway, but it is likely to be losing sales from customers who want their orders more quickly.
A good range of delivery options is one thing, but retailers have to meet customer expectations, and this is where it becomes trickier.
The vagaries of dealing with third party couriers, traffic issues, weather etc all make it harder for retailers to deliver on time.
There are ways that retailers can make the delivery experience better though, by ensuring customers retain some control.
What should a good delivery experience look like?
The clear message from the survey is the importance of customer choice and control over delivery.
Vague promises of 3 to 5 day delivery are no longer good enough, and retailers have a chance to differentiate themselves from competitors by providing real choice over delivery. And by meeting their promises.