There is a delivery information disconnect between retailers and shoppers with most brands failing to serve delivery information early enough in the customer journey, according to research from Scurri, the delivery management and post-purchase experience software provider.
A quarter (24%) of shoppers want product delivery options to be served before they start the checkout process, but only 9% of retailers provide this information at this stage of the customer’s buying journey.
Research detailed in The Future of Post-Purchase and Delivery report further highlights the gap between retailers’ perceptions and customers’ expectations. When asked when they think customers want to be served delivery options, retailers indicated only 6% of customers wanted this information before they start checkout. However, 22% of shoppers asked for this before the first stage of the payment process.
Additionally, while 20% of retailers surveyed said they thought a fifth (20%) of customers wanted to see delivery options as they added an item to their basket, only 11% currently offered this service, highlighting a lack of understanding of the increasing importance of delivery options as a conversion driver.
Rory O’Connor, founder and CEO of Scurri, commented: “Running second only to product assortment in the consumer’s hierarchy of needs are definitive delivery details and the reassurance that the product the customer wants will arrive when they need it. The sooner retailers can introduce delivery information and choice into the customer journey the better. Knowing exactly when and how the product they want, or need, will arrive clears important purchasing hurdles and takes the shopper one step closer to the buy button.”
38% of shoppers – increasing to 43% of 45–54-year-olds – reported looking for delivery information before they started selecting items. While half (51%) of 18–24-year-old shoppers want confirmation of delivery options once they have added products to their shopping carts.
When asked to rank the important considerations driving their customers’ delivery choices, UK retailers identified speed (40%), cost (31%) and flexibility (27%). When asked if delivery concerns ever prevented them from shopping online, 39% of shoppers indicated the additional cost of home delivery caused them to abandon a purchase, followed by slow delivery options (26%) and a lack of free delivery (25%).
“UK retailers need to ensure they are providing a range of delivery options that cater to their customer base. Speed is the predominant driver for younger shoppers, while older shoppers still expect free delivery. By working with a carrier management platform, brands and retailers can set rules that tailor carrier selection, allowing businesses to control costs and offer customised checkout options that give customers the confidence to convert,” commented O’Connor.
For further insight into the evolving role of delivery and post-purchase as a driver of customer experience, download Scurri’s latest report: The Future of Post-Purchase and Delivery.
