As e-commerce continues to reshape retail, consumers are demanding more than just fast delivery – they want greater flexibility. The Consumer Verdict report from Avery Dennison (NYSE: AVY) reveals that 71% of all non-food shoppers, rising to 77% of electronics shoppers, want the ability to redirect or reschedule their parcels while packages are in transit.
This appetite for control extends across product categories, with the majority of consumers wanting redirection capabilities for large items such as furniture and white goods (75%), fashion and footwear (74%), health and beauty items (70%), books and toys (66%) and sports and outdoor equipment (66%).
The findings come at a time when retailers and their logistics partners are constantly challenged to better serve the needs of increasingly mobile and demanding consumers.
Mid-delivery redirection also has the potential to prevent costs for retailers and carriers. One study calculates that failed deliveries cost approximately $17.20 per attempt and reduce customer retention, so first-attempt success rates should be a priority.
For the report, Avery Dennison, a global materials science and digital identification solutions company, surveyed 5,000 consumers across the US, UK, France and Germany. The findings highlight a significant gap between consumer expectations and current delivery services, despite the technology now existing to make mid-delivery redirection a reality, assisted by smart tracking solutions and RFID-enabled logistics systems.
Digital identification makes it possible
RFID tags ensure data remains physically coupled to the parcel. The biggest risk during transit change is losing track, so by never disconnecting the data physically, the parcel itself can communicate what it is and where it is going, creating stability regardless of any network glitch.
Gino van Ossel, professor of retail management and shopping behavior at Vlerick Business School in Ghent, Belgium is quoted in the report, saying predictability is the new speed. “People don’t mind waiting a bit longer, but they need to know when their parcel is coming. This is the new expectation of consumers.”
Professor van Ossel sees a strong link between the adoption of RFID technology, tracking and trust. He continues: “If you’re a retailer, you have to balance offering the best experience with the costs. But if the consumer doesn’t feel in control, they won’t come back. This is not just about cost, it’s about creating trust. I think RFID technology in the supply chain is inevitable. If you don’t adopt it, you’ll fall behind. It’s crucial to have technology installed to track everything, especially when you start handling large volumes.”
Julie Vargas, vice president and general manager of Identification Solutions at Avery Dennison, adds: “The technology exists for rescheduling and redirects to be part of the standard delivery experience. Smart tracking systems powered by RFID technology enable real-time visibility and the flexibility to make changes on the fly. Retailers and carriers who embrace this capability will meet rising consumer expectations while reducing failed deliveries and the associated costs.”
