The importance of offering a returns service that meets with customer expectation has been underscored by a new study into customer expectation around online delivery in the UK.
The IMRG Blackbay UK Consumer Home Delivery Review 2016, the eighth in the series, asked 1,000 online shoppers 50 questions to gain a comprehensive view of their developing expectations and perceptions in this key part of the customer experience.
“Overall, UK shoppers are relatively satisfied with the quality of online delivery and we have seen gradual improvements in a number of measures over the eight years we have been tracking progress in this area,” the review said.
“However, we have also recorded a gap developing between customer expectation and customer satisfaction in the area of returns – while 74 per cent consider a good returns service important when selecting the retailers they shop with, only 61 per cent are actually satisfied with the returns service they receive,” it noted.
The ability to drop-off the return or have it collected are important and the solutions to enable this are in place – but the main thing customers want relates to information. Access to real-time tracking, updates on the status of their return and conformation of return are all required to keep customers happy and loyal.
Andrew Starkey, head of e-logistics, IMRG, said, “Customers are also saying they want to be kept informed as to the progress of their delivery so they can plan to be available to receive their orders accordingly.”
“The market continues to advance and improve the service offering for consumers, however there is still a lack of consistency in delivery and returns performance and a general lack of control given to the consumer throughout the parcel journey,” said Nigel Doust, CEO, Blackbay.
Blackbay is a leading provider of mobility enabled solutions for the transport and logistics Industry. IMRG (Interactive Media in Retail Group) has been the voice of e-retail in the UK. (SH)
Fibre2Fashion News Desk – India