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Delivery decisive factor for 66% online shoppers in US
20
Jun '16
A consumer survey titled The Cost of Poor Delivery: Four Steps To Go from 'Cost Centre' To 'Competitive Advantage, released by Convey, an American provider of the first enterprise solution focused exclusively on the end-to-end customer delivery experience, highlights how the delivery experience shapes consumers' opinions about a retailer and the overall customer experience.

For this survey, Convey asked 500 consumers in the US 11 questions about their experiences and expectations for delivery. The purpose of the survey was to understand the importance shoppers place on various aspects of the delivery experience and preferences around things like communication and issue management, it said in a press release.

According to the survey, the customer forms impressions about the brand throughout the purchase experience, and these impressions are reaffirmed or destroyed by the experience they receive through the delivery process.

The survey found that 66 per cent of e-commerce shoppers consider the delivery a decisive factor of the shopping experience. In addition, 70.1 per cent of consumers report they are unlikely to return after a poor delivery experience.

The survey also found that few consumers (only 11.3 per cent) say delivery experience is a strength of retailers today.

Forty three per cent per cent of shoppers expect their delivery experience to be personalized based on their order and purchase history with 39 per cent expecting to receive a better experience if they have shopped with a retailer before.

Three fourths (75 per cent) of shoppers believe proactive communication is important with 38 per cent expecting to be notified immediately in the event of an issue.

More than half (54 per cent) of shoppers indicated that delivery concerns are at least somewhat likely to prevent them from making large-item purchases online.

But despite the complexity that exists with delivering large items, shopper expectations remain equally high. In fact, 72.2 per cent of shoppers said that they expect to receive the same level of experience regardless of shipment size.

“Today's top retailers recognize that to succeed, customer loyalty must be a core focus,” said Rob Taylor, CEO and co-founder, Convey.

“However, creating loyal customers and meeting expectations is becoming increasingly difficult. As this survey has shown, when it comes to customer perception, the delivery experience is one of the most influential factors. Meeting these expectations and efficiently improving the delivery experience is pivotal to both top line revenue and bottom line cost.”

Delivering personalized experiences means being able to adapt and potentially diversify delivery options for shoppers based on real-time data. Personalizing the delivery experience requires knowledge of the order and customer history to map to the best method of delivery. Retailers should create processes for managing exceptions, as well as when and how to communicate with the customer to improve the customer experience and maintain customer loyalty. (SH)

Fibre2Fashion News Desk – India

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