This week, IMRG revealed the results of their annual Consumer Home Delivery Review, which revealed that 82% of consumers were satisfied with their eCommerce delivery experience in 2014.
The survey, complied by IMRG along with eDigitalResearch and Blackbay, is in its 6th year, and over the past 3 years has remained fairly constant between 82% – 84%.
So what can be done to increase consumer confidence? Vivien Gallagher, Commercial Manager at Spark Response gives her thoughts:
Clear Delivery Information
When consumers are shopping online, they want to know what their delivery options, and delivery costs are, BEFORE adding products to the basket. This information can be displayed in many ways, but perhaps the most simple and clear way is to display this on the homepage, as in the case of our client; Micro Scooters.
A failure to display a clear delivery proposition until the checkout page is perhaps one of the largest causes of basket abandonment. Bearing in mind the average basket abandonment rate is circa 56%, this represents a substantial amount of potential sales.
For eCommerce retailers, having an efficient e-fulfilment process is so important. This means having a real time, automated transfer of website orders fed through to your warehouse to be picked, packed, and shipped, and ensuring these orders are collected by the relevant carrier at the right time, ready for delivery.
Ideally, orders placed before midday should be picked and shipped the same day, and you should be able to offer next day delivery on all orders placed before 3pm. This does require an efficient goods in procedure, and careful resourcing to ensure your warehouse team can meet demand.
It goes without saying that pick pack errors should be kept to an absolute minimum. It’s common for a first time customer never to shop again with a retailer if they have an error in their first order, and even regular customers can be turned off by the odd error.
Selecting the Right Carrier and Service
Ultimately, consumer satisfaction with delivery will be judged on whether their parcel arrives on time, and in perfect condition. This means selecting the carrier that can deliver those promises, most often. That may sound obvious, but we’re still surprised to hear too often that Next Day Deliveries are shipped on a 48 hour service by error, or tracked and signed items are sent untracked.
Selecting a carrier with tracking technology to keep the customer informed of their delivery timeline, such as DPD with their Predict service, gives a retailer a huge advantage, as ultimately the carrier will take over the responsibility of customer communication.
In simple terms then, follow these simple steps to ensure customer delivery satisfaction:
1. Don’t hide delivery prices
2. Tell the customer when they can expect their delivery
3. Choose a carrier who will deliver the parcel at the agreed time
4. Communicate with customers until their delivery arrives