UK retailers reach critical point with customer delivery experiences

75% of consumers would stop using a retailer if they frequently messed up communication updates regarding their delivery, according to research from Sorted.

The company surveyed 2,000 UK shoppers and found that they had to contact customer services twice on average for information about their deliveries in the last six months, with 71% making contact between one to three times. One in ten had to do so four or more times.

When asked to rank the biggest pains with deliveries in order of importance, contacting customer services for information came out top.

This was followed by a lack of convenient options, and tracking that contained confusing language. Finally, frustration of changes to their delivery without being told and a lack of information and progress updates, were selected as pain points.

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Other key findings include 57% of respondents saying that quick updates from a brand, and the offer of discount and/or a refund, would make up for the disappointment of delivery disruption.

This follows 97% of consumers stating that knowing where their delivery is, is important, and 60% claiming it is ‘very important’.

76% said that knowing they had a delivery arriving that day made them feel happy and excited. And, when it comes to what they value most regarding their experience, easy to access and accurate tracking timelines being available online was the most important aspect.

This is followed by: receiving updates from the retailer in their digital channel of choice (email, SMS, app, social); having a choice of convenient options; and having regular, accurate updates directly from the retailer.

David Grimes, Founder, Sorted, comments: “As the retail sector continues to undergo significant change, this research has made clear that customers are often abandoned as soon as they’ve clicked the ‘buy’ button.”

“Retailers are missing out on the huge opportunity to extend their brand experience right to the very moment a customer’s order reaches their door.”

He adds: “With the opportunity for proactive delivery communications, branded post-purchase tracking, and status updates available in a retailer’s tone of voice, customers are no longer wanting to be subject to impersonal third-party couriers.”

“This also goes for mixed messages that come independently from both brand and courier.”

“Delivery is a major factor which can differentiate brands in an increasingly competitive landscape - one that’s set to come under increasing pressure and customer demand as we enter the peak trading period of 2021.”

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