Research released today by Maru/edr has revealed that shoppers who opt for express or next day delivery are, on average, less satisfied than those that choose standard services at the checkout, despite supporting results revealing that delivery options and service have a direct impact on repeat purchases.
Only fifty-seven percent of online shoppers using express services are satisfied with their overall delivery experience, compared to two-thirds (or sixty-four percent) of shoppers who use standard delivery.
The use of express delivery services has increased significantly in recent years – and in 2016, we saw premium delivery become more popular than standard or free services for the first time in history. It was one factor that led online retailing giant John Lewis to explore online shopping journeys in more details and declare that one of the core missions of online shoppers is emergency purchases – those shoppers who are urgently on the hunt for something.
Maru/edr insight shows that once a faster home delivery expectation has been set, shoppers will punish retailers harder should they fail to live up to a particular delivery promise – despite the fact that a late delivery may not be the direct fault of a retailer. Ironically, despite the growing trend towards next-day delivery, the results indicate that two-to-three-day delivery options – or standard services – provide retailers with more of an opportunity to delight shoppers by delivering sooner than expected, but just delivering on-time is no longer enough to guarantee high levels of satisfaction. In fact, Maru/edr’s report highlights that there are four key areas that retailers must deliver against in order to delight customers with their fulfilment offering.
“Our research indicates that as faster delivery services gradually become the norm, fulfilment will increasingly become another major challenge for retailers in 2017”, notes Crispin Boon, Head Research Officer at Maru/edr. “However, it’s not all doom and gloom for retailers and there is some good news in rescuing those unhappy customers when deliveries don’t arrive as expected.”
“Results clearly highlight a significant uplift in satisfaction when deliveries are late but customers have the ability to track their order – satisfaction in those situations rises from a measly eight percent to substantial forty percent. It clearly shows that when consumers are given the tools to be kept informed, they are more forgiving when something goes wrong. It means retailers working closer with fulfilment and logistics partners than ever before to ensure that their online experience
Fulfilment remains one of the core areas where retailers can differentiate their experience from the competition. With new delivery services continually pushing the barrier when it comes to great service – such as Amazon’s Prime Now offering – consumer expectations are repeatedly being reset. Maru/edr’s latest report Delighting with Delivery in Online Retail uncovers what it takes to deliver a fantastic fulfilment service in 2017.