Seventh annual edition of report finds satisfaction with returns drops to 61%
Lack of pre-purchase and in-transit information also frustrate online shoppers
Overall satisfaction with online delivery remains consistent at 82%
Provision of delivery information and the quality of the returns process are the two key areas where online shoppers expect a better experience, according to a new report.
The seventh annual IMRG UK Consumer Home Delivery Review 2015, supported by Blackbay, is a survey of 1,300 adult consumers to understand their online fulfilment perceptions and expectations. The survey for this review was compiled by eDigitalResearch.
Overall, satisfaction with online delivery remains consistent at 82% and concerns about delivery are showing a steady downward trend. However, perceptions move with the development of the solutions provided and there are areas where customers want to see improvements – most notably:
Pre-purchase delivery information – allowing them to make the right delivery choice and avoid having to abandon their basket because the right options are not available or additional delivery costs are too high
In-transit delivery information – 85% really value this as it allows them to anticipate when the order will arrive and defer or divert to a time or place more convenient
Returns – overall satisfaction with this area fell back to 61% from 68% in 2014. This is a particular issue given that 78% said the quality of the returns service is an important factor when deciding who to shop with
Click & collect is a now a recognised delivery option for 98% of respondents, with over 60% having used it to receive an online order – either from the retailer’s own store or through a 3rd party parcel store or locker network.
Andrew Starkey, head of e-logistics at IMRG: “While overall satisfaction with online fulfilment has remained consistent over the past few years, the delivery experience has become a key differentiator for customers – with 70% confirming that a good delivery experience will help keep them loyal to a particular retailer. It is therefore important for industry to keep innovating to keep pace with evolving customer demands – click and collect is a good example of how customers will adopt new solutions if they greatly aid convenience, with 60% now saying they have made use of the option.”
Nigel Doust CEO at Blackbay: “Delivery companies need to put their customers in control of their deliveries - ensuring that they have confidence that the delivery will be made when they expect it. Smart delivery companies are already deploying software solutions to give their customers control of their deliveries by enabling them to track a delivery, change a delivery time or place up until the final minutes of delivery, deliver during a specific time slot, delivery to a safe place/neighbour, etc. However the important thing is that customers understand exactly what kind of delivery service they are paying for and have the confidence that the order will be delivered, with visibility throughout the delivery journey.”