MetaPack Survey: Retailers Must get Delivery Right, or Risk Losing Customers
Atlanta – November 14, 2017 – Retailers and brands cannot afford to become complacent about the strategic role that delivery plays in their eCommerce strategies, according to new research. Half of all shoppers will abandon online shopping baskets if delivery choices on offer are unsatisfactory, and 60% will buy their goods from one online retailer over another if they offer more convenient delivery options.
This stark message to retailers comes with the launch of the new MetaPack 2017 State of eCommerce Delivery Consumer Research Report, and demonstrates clearly that when it comes to winning and keeping customers, delivery has the power to make or break the online shopping experience.
- 54% of consumers say delivery defines who they always shop with.
- 39% will never shop again with an online merchant following a negative delivery experience.
- 43% have used social media platforms to voice their displeasure at a poor delivery. experience, and among 18-26 year-olds, this figure rises to a huge 48%.
- 54% say they want eCommerce sites to offer a one-hour delivery in metropolitan areas.
The research, which was carried out in August among 3,577 consumers in the U.S., UK, France, Germany, Spain, the Netherlands and Italy, asked respondents for their views on a wide range of topics from try-before-you-buy through to loyalty programs.
Demand for try-before-you-buy is set to surge
Consumers have come to expect more and more from their online buying experience and the “try-before-you-buy” proposition plays well to their general desire for greater convenience and shopping ease.
- 57% would be likely/very likely to use a try-before-you-buy service – with U.S. (67%) and Spanish (63%) shoppers particularly excited by this option
- While an unsurprising 59% of millennial shoppers were eager to take advantage of try-before-you-buy, 47% of silver surfers (those aged 50 and above) were also keen to get in on the act
The appeal of delivery loyalty programs is strong
Consumers say they shop more with e-tailers that offer delivery loyalty programs – and almost a third are prepared to pay an annual fee for premium benefits that eliminate the need to factor in, or worry about, the delivery cost of their purchases:
- 42% say loyalty schemes make them feel special
- 31% would pay a monthly fee to get unlimited next-day deliveries
- 55% would prioritize one e-tailer over another if it offered a delivery loyalty program; this was particularly the case for U.S. (75%), Spanish (71%) and Italian (59%) shoppers
- The consolidated delivery model was also a popular idea with U.S. (84%), Spanish (81%), Italian (73%), French (71%) and UK (65%) shoppers
The need for speed
With next-day and same-day delivery now an established practice, consumer hunger for ever faster delivery options continues unabated.
- Asked to evaluate their most important delivery considerations for online purchases, more than half (52%) ranked fast delivery as their top or second most important priority – up from 30% of last year’s respondents.
- Demand for one-hour delivery service in metropolitan areas was also on the up, with more than half (54%) of all respondents saying they want the online commerce sites they shop with to offer this service.
- Ultra-fast delivery holds a particularly strong appeal for millennial shoppers (66%) and those aged 27-38 (68%). Similarly, the ability to take advantage of a one-hour delivery service was a particularly attractive proposition for 85% of Spanish and 70% of U.S. shoppers. It held least appeal for Dutch shoppers (24%).
- Consumer hunger for a premium “same day” service is growing. This year, demand for a premium “same day” service almost doubled in all countries surveyed. It was particularly appealing to Italian (33%), UK (28%) and U.S. (22%) consumers, with 22% of all respondents taking advantage of a same day delivery option in the last six months.
Personalization is rising up the agenda
Last year personalization was ranked as an important delivery consideration by just 2% of shoppers. Fast forward to 2017 and 15% now say they expect online providers to know who they are, and to schedule delivery in line with their usual or preferred arrangements.
Moreover, the ability to select which carrier delivers their online purchase is becoming a top control consideration for a growing number of online shoppers:
- 42% of all respondents said this was important to them
- 63% of all U.S. respondents said this option was important to them – and for 32% of these it was vital
- 38% of millennials (18-26) wanted this facility
- 55% of those aged 27-38 indicated this was a priority for them – and of this number, 20% said it was essential they were able to select who made their delivery
Cross border shopping is on the up
- Over one-fifth (21%) of this year’s survey respondents had made at least one overseas purchase in the last 12 months, with one-third (33%) saying they had purchased goods between two and five times
- A determined 16% had made up to 10 purchases, or more, cross-border purchases – that’s getting on for one order a month
- U.S. shoppers in particular demonstrated a growing inclination to shop beyond borders; 33% had made between 2-5 overseas purchases (up from 24% last year) with a further 23% admitting to at least one international shopping foray
Delivery preferences differ: distinct market nuances prevail
eCommerce market maturity and local cultural preferences mean consumers in different geographies favor different delivery offerings:
- Click and collect in-store topped the list for UK (68%) consumers, while delivery to a local shop or pick up point was a popular choice for 76% of French shoppers
- Delivery to a locker was most popular with 31% of German shoppers
- 20% of all respondents had opted for the convenience of having online orders delivered to their place of work – with Italian (25%) and UK (23%) shoppers most likely to elect for a workplace delivery
- Weekend delivery services were appealing to 34% of UK and U.S. shoppers alike, but proved less attractive for French (13%) and Italian (14%) consumers
- Consumer demand for a one-hour delivery service in metropolitan areas is high, especially for 76% of Spanish shoppers who said the availability of this option would strongly incentivize them to shop with an online merchant
Following are additional statistics reflecting U.S. respondents’ feelings about eCommerce delivery:
- 27% of U.S. shoppers said they had abandoned an online retailer’s website because same-day delivery wasn’t available – up from just 10% last year. A further 25% had bailed because a nominated-day service was not on the delivery menu. Similarly, 28% of U.S. respondents abandoned an online purchase because the carrier used by the eCommerce provider was one that had let them down in the past.
- 68% of U.S. shoppers say it’s vital they are kept informed about where their delivery is.
- 53% of U.S. shoppers always check out a retailer’s returns policy before completing their online purchases.
- 48% of U.S. shoppers expressed strong concern about how their online deliveries are contributing to the environmental burden on inner cities, with an additional 35% saying it was on their mind when they shopped online.
- 27% of U.S. shoppers said that post Brexit, they’ll be buying even more goods from the UK.
To download the full report, please visit: www.metapack.com/2017-state-of-ecommerce-delivery/.
Research was conducted online between August 4 and August 11, 2017 with 3,577 consumers in the U.S., UK, France, Germany, Spain, the Netherlands and Italy on behalf of MetaPack by Research Now, a global leader in digital data collection. Aged between 18 and 65+, all survey participants had made an online purchase in the last six months and the survey sample was designed to ensure equal respondent weighting between the seven geographic regions within which the fieldwork was undertaken: the U.S. (520), the UK (506), France (512), Germany (509), Spain (509), the Netherlands (510) and Italy (511).
Founded in 1999, MetaPack helps eCommerce and delivery professionals to meet with the consumer’s growing expectations of delivery, while maintaining and optimizing operational efficiency. MetaPack’s SaaS solution offers a wide range of personalized delivery services, from global order tracking to simplified return procedures, through a catalogue of 400 carriers and 4,000 services available that span every country in the world. Thanks to MetaPack, more than half a billion packages are sent annually worldwide by many of the leading eCommerce retailers such as ASOS, House of Fraser, John Lewis, Wiggle, Marks & Spencer, Sports Direct, Halfords and Tesco.
For more information: www.metapack.com.