Over half of online shoppers influenced by social media delivery posts
55% of online shoppers may have chosen a retailer based on social media comments about delivery, according to IMRG’s most recent survey.
As many as 35% of respondents to the IMRG UK Consumer Home Delivery Survey 2014 – sponsored by Blackbay – said they were definitely influenced by posts on websites such as Twitter and Facebook, while a further 20% said they were possibly influenced.
IMRG head of e-logistics Andrew Starkey said: “Any negative perception about a retailer’s delivery offer will not just affect existing customer loyalty but also customer acquisition. To enhance that experience, apart from cost and service quality, consumers are looking for choice”.
Concerns about the ability to find delivery information prior to order have increased and align with the ability to find returns information. This may not be as a result of retailers failing to offer this information as an increasing number do so; is more likely driven by increased consumer expectation which means that retailers need to do more to provide relevant and timely delivery and returns information.
Andrew added: “Even though satisfaction levels are steady above 82%, we should remember that we operate in a digital environment where close to 100% performance is expected and so there still a long way to go although signs are encouraging.”
Blackbay’s CEO, Nigel Doust, said: “The industry is at an important crossroads, in order to meet the needs of consumers it must provide a transparent, flexible and cost-effective delivery model that ensures not only first time delivery, but one that delivers optimal customer service. Technology is available through solutions like Blackbay to enable this; however both the e-retailer and carrier must collaborate in order to achieve this.”
The survey also found that consumers are reluctant to pay a premium for alternative delivery locations, delivery information etc, and the same is true in respect of premium services.
Shoppers’ attitudes toward the additional price they are prepared to pay has hardened with 41% limiting the premium they would pay for a time slot delivery to £1, compared with 27% just a year ago. The exception to this is at Christmas where consumers may be prepared to pay a little more (up to £3) to assure delivery in time for Christmas.
