Negative delivery experience has serious impact on customer loyalty, MetaPack reveals

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The MetaPack Group, a leading provider of e-commerce technology delivery services, today announced the findings of new research into the impact of delivery on customer experience.

Conducted by Research Now, the findings reveal that 59% of consumers are less likely or unlikely to order from a retailer ever again if they have a negative delivery experience. Unfortunately for retailers, 78% are likely to tell their friends about it. This highlights how all too easy it is to lose customers at the final mile. In fact, beyond a loss of existing customers, shortcomings in the delivery of goods can discourage potential customers and future business too.

However, there is light at the end of the tunnel. By making delivery a priority, retailers have the opportunity to build consumer loyalty and drive repeat purchases. Getting the delivery process right means consumers will reward retailers with their loyalty. As many as 95% of consumers say a positive delivery experience would encourage them to shop more with that retailer in the future.

Angela O’Connell, marketing and strategy director, MetaPack, said: “Retailers are under mounting pressure to get the delivery experience just right, particularly as consumers get increasingly demanding for more flexibility, convenience and control. More and more UK retailers are working with delivery carriers to innovate to meet these evolving consumer demands – click and collect and Sunday service are prime examples of this. The challenge now will be for retailers to keep momentum and innovation high and to continue to look for ways to better serve online shoppers.”

This is particularly true when you consider that UK consumers are enthusiastic to try out alternative delivery models that will give them more control over their online retail experience. For example, more than a third of consumers (35%) would consider drone delivery. This is especially so for those aged 18-24, who are three times more likely to take a delivery by drone than those aged 55 and over. As well as this, a large percentage would use alternative delivery models which are currently on offer (76% of would choose same-day delivery, 73%: Sunday delivery and 69%: one-hour delivery). Now it will be interesting to see just how many retailers take advantage of both what’s on offer and what’s new to the market.

Research Now surveyed 500 people aged 18 to 70 from the UK. The survey took place throughout August.