UK fashion retailers bet on free delivery amid coronavirus outbreak

UK fashion retailers are launching a range of new online services as a response to Covid-19, according to research by Brightpearl.

The company surveyed 1,000 retailers and found that 44% are looking to offer free delivery by 2021, whilst 34% plan to launch free returns before the year is up.

Fashion retailers are also racing to offer Click and Collect for online orders, with 25% looking to unveil a new service within six months.

“It’s important to address convenience in the last mile of the customer journey,” says Derek O’Carroll, CEO, Brightpearl.

“Though absorbing the costs of both delivery and returns is not without risk for retailers, especially those operating on fine margins in the current climate, it could also be an effective way to expand their customer base.”

56% of those surveyed plan to switch their retail focus to online over the next 12 months. 39% said their online sales were higher than pre-crisis.

“It’s admirable that so many brands are offering new services to benefit customers,” says O’Carroll. “But one of the most damaging things they can do is promise a service that they don’t have the capability to deliver.”

Brightpearl research reveals that 61% of consumers have experienced issues buying from brands online within the past 12 months alone, with the majority of these problems related to delivery and returns.

“Too many online companies offer options they can't fully support,” adds O’Carroll. “They end up letting down customers who are understandably upset about not receiving items on time, products not being delivered where they should be, or poor communications after their purchase.”

“Before thinking of introducing new services to woo customers, retailers must ensure they have the right infrastructure in place to deliver an optimal shopping experience at all ends of the buying journey.”