Shopper satisfaction with online delivery falls

New research has tracked a notable decline in shopper satisfaction with online delivery, after several years of it remaining stable.

The 10th edition of IMRG’s Consumer Delivery Review 2018, an annual survey asking 2,000 UK shoppers 50 questions, has shown that overall satisfaction with online delivery fell from 85 per cent to 78 per cent between 2017 and 2018.
The number of respondents saying delivery concerns sometimes prevent them from shopping online also rose from 41 per cent to 48 per cent between 2017 and 2018.

While delivery has arguably gotten better over recent years, as more focus has been put on it by retailers - with growing competition around quality and options - it may also be that shopper expectations have gone up accordingly, the report noted.

When asked why delivery concerns prevent them from shopping online, the most common responses were:

• Risk of failed delivery – 54 per cent
• Additional cost of home delivery – 39 per cent
• Delivery too slow – 37 per cent
• Timeslots too vague – 32 per cent
• The risk that goods may not arrive on time – 32 per cent

Another factor that may be negatively influencing shopper views of online delivery is the perceived environmental impact. When asked whether they think it is more environmentally-friendly to shop online or on the High Street, the perceived advantage hit a 10-year low in 2018.

Andy Mulcahy, strategy and insight director at IMRG, commented: “This change is likely being influenced by the focus put on this area by media and government following the Blue Planet II series, with excess packaging being a prime target for negative headlines.

“This may be dragging down overall satisfaction with online delivery and, if not addressed by retailers, may lead to customers shunning their brands for greener competitors.”

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