Delivery experience has greatest impact on UK consumer experience

Provision of delivery information and the quality of the returns process are the two key areas where online shoppers expect a better experience, according to a new report.

The seventh annual IMRG UK Consumer Home Delivery Review 2015, supported by Blackbay, is a survey of 1,300 adult consumers to understand their online fulfilment perceptions and expectations. The survey for this review was compiled by eDigitalResearch.

Overall, satisfaction with online delivery remains consistent at 82 per cent and concerns about delivery are showing a steady downward trend. However, perceptions move with the development of the solutions provided and there are areas where customers want to see improvements – most notably:

  • Pre-purchase delivery information – allowing them to make the right delivery choice and avoid having to abandon their basket because the right options are not available or additional delivery costs are too high
  • In-transit delivery information – 85 per cent really value this as it allows them to anticipate when the order will arrive and defer or divert to a time or place more convenient
  • Returns – overall satisfaction with this area fell back to 61 per cent from 68 per cent in 2014. This is a particular issue given that 78 per cent said the quality of the returns service is an important factor when deciding who to shop with

Click & collect is a now a recognised delivery option for 98 per cent of respondents, with over 60 per cent having used it to receive an online order – either from the retailer’s own store or through a 3rd party parcel store or locker network.

Andrew Starkey, head of e-logistics at IMRG said, “While overall satisfaction with online fulfilment has remained consistent over the past few years, the delivery experience has become a key differentiator for customers – with 70 per cent confirming that a good delivery experience will help keep them loyal to a particular retailer. It is therefore important for industry to keep innovating to keep pace with evolving customer demands – click and collect is a good example of how customers will adopt new solutions if they greatly aid convenience, with 60 per cent now saying they have made use of the option.”