Nearly 1 in 2 Consumers’ Choice in Retailer Influenced by Delivery Service
The requirement for retailers to ensure that they offer a high quality delivery service to consumers has been underscored by new research carried out by IMRG and eDigitalResearch and supported by Blackbay.
Read More...The annual IMRG Consumer Delivery Report, now in its third year, has revealed that 46.5% of consumers are still influenced on their choice of retailer by the delivery service available.
- Almost half (46.5%) of online shoppers are influenced on their choice of retailer by the delivery service provided
- A significant influence on consumers’ positive perception of a retailers’ delivery offer is the Internet Delivery is Safe (IDIS) icon, up 125% year on year
- The single biggest concern for online shoppers remains the additional cost of home delivery
Andrew Starkey, Delivery Director at IMRG, said: “Delivery is absolutely fundamental to consumer satisfaction, as it is the final step and can convert an otherwise positive shopping experience into a negative one if the retailer’s delivery offer is not clear or provides too few options to the consumer.”
One very encouraging sign from the report is that nearly 25% of respondents said that seeing the IDIS logo on a website has a positive influence on their decision to shop there, a rise of 125% on last year’s report and more than the impact of social networks like Twitter and Facebook.
The biggest worry for online shoppers remains the additional cost of home delivery (concerns being slightly raised when compared with last year) and the risk of failed delivery due to no-one being available to accept the order; although this has improved on last year despite the fact that the percentage of homes likely to be unoccupied during normal delivery hours remains constant at 55%.
Apart from lower delivery costs, the main solutions sought by consumers to make life more convenient and to encourage them to shop online appear to be:
- Specific day and 2-hour timeslot deliveries.
- Improved delivery information; clearly accessible during the product browsing phase, at the time of dispatch and in advance of delivery.
- Improved returns services with access to more drop off and collection options and better information about the ‘return’ in transit and confirmation that the goods have been safely received.
