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The Cost of a Poor Delivery Experience

Posted on 7.17.2016

Too often when we think of the "e-commerce experience" the conversation is limited to what happens on the website when in reality, there are many other instances of equal importance.

Convey released results from a recently survey (The Cost of Poor Delivery: Four Steps To Go from 'Cost Center' To 'Competitive Advantage) it conducted which highlights how the delivery experience shapes consumers’ opinions about a retailer and the overall customer experience. What the research reveals might surprise you.

Customers, according to the data, form impressions about brands throughout the purchase experience, and these impressions are reaffirmed or destroyed by the experience they receive through the delivery process. The survey found that 66 percent of commerce shoppers consider the delivery a decisive factor of the shopping experience. In addition, 70.1 percent of consumers report they are unlikely to return after a poor delivery experience.

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Additional findings from the Convey research includes:

+ Few consumers (only 11.3%) say delivery experience is a strength of retailers today.
+ 43 percent of shoppers expect their delivery experience to be personalized based on their order and purchase history with 39% expecting to receive a better experience if they’ve shopped with a retailer before.
+ 75 percent of shoppers believe proactive communication is important with 38% expecting to be notified immediately in the event of an issue
+ 54 percent of shoppers have indicated that delivery concerns are at least somewhat likely to prevent them from making large-item purchases online.

The delivery experience, particularly for large items, presents significant challenges for online retailers, and customer delivery has become a critical part of the order lifecycle. As fulfillment costs continue to increase and shopper expectations continue to rise, retailers will find they need a proactive, intelligent fulfillment solution to become (and remain) competitive.

As an online retailer/e-commerce merchant, are you increasing your investment in the fulfillment experience? Share a comment with other Website Magazine readers now!

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