A third of UK e-tailers ‘ignore’ customers during delivery
Written by Hannah McGrath
Just four of the UK’s 100 largest online retailers are providing customers with personalised information about the status of their orders, with 27 per cent of brands not communicating at all during the delivery process, according to a new study.
Post-purchase solution firm ParcelLab placed online orders with 100 retailers, including Boots, Sainsbury’s, Marks & Spencer and ASOS.
The researchers found that the interaction with the customer tails off dramatically once a shopper has made a purchase, with just 11 of the 100 communicating directly with their customers during the shipping process.
The remaining 89 retailers left post-purchase communication to third party firms, such as delivery carriers, or left the customer with no updates regarding their delivery.
ParcelLab’s study also looked at delivery time choice among other factors, finding that only seven of the 100 retailers offered a same-day service, and when this was offered, it was at a high price.
Only 12 offered free shipping on all online purchases, despite a comScore surey showing that 61 per cent of customers are at least somewhat likely to cancel their purchase if free shipping is unavailable.
ParcelLab founder and chief executive Tobias Buxhoidt said: “Offering personalised post-purchase support not only keeps customers informed and happy, but also provides the opportunity to share offers and suggest complementary purchases, increasing sales.”
Retailers are no longer defined by their products, but instead they are differentiated by the service they provide from initial visit right through to returns, said Buxhoidt, adding: “Therefore, if a retailer wants to consistently outgrow its competitors, they need to build strong customer loyalty through above average customer experiences.”