Avery Dennison research highlights shopper desire to reroute online parcels mid-delivery
71% of all non-food shoppers, rising to 77% of electronics shoppers, want the ability to redirect or reschedule their parcels while packages are in transit. That’s according to Avery Dennison research involving 5,000 consumers in the US, UK, Germany, and France.
This appetite for control extends across product categories, with the majority of consumers wanting redirection capabilities for large items such as furniture and white goods (75%), fashion and footwear (74%), health and beauty items (70%), books and toys (66%) and sports and outdoor equipment (66%).
Mid-delivery redirection also has the potential to prevent costs for retailers and carriers, Avery Dennison claims.
Digital identification makes it possible
RFID tags ensure data remains physically coupled to the parcel. The biggest risk during transit change is losing track, so by never disconnecting the data physically, the parcel itself can communicate what it is and where it is going, creating stability regardless of any network glitch.
Gino van Ossel, Professor of Retail Management and Shopping Behavior at Vlerick Business School in Ghent, Belgium is quoted in the research, saying predictability is the new speed. “People don’t mind waiting a bit longer, but they need to know when their parcel is coming. This is the new expectation of consumers.”
Professor van Ossel sees a strong link between the adoption of RFID technology, tracking and trust. He continues: “If you’re a retailer, you have to balance offering the best experience with the costs. But if the consumer doesn't feel in control, they won’t come back.”
“This is not just about cost, it’s about creating trust. I think RFID technology in the supply chain is inevitable. If you don’t adopt it, you’ll fall behind. It's crucial to have technology installed to track everything, especially when you start handling large volumes.”
Julie Vargas, VP and GM and of Identification Solutions at Avery Dennison, adds: “The technology exists for rescheduling and redirects to be part of the standard delivery experience.”
“Smart tracking systems powered by RFID technology enable real-time visibility and the flexibility to make changes on the fly. Retailers and carriers who embrace this capability will meet rising consumer expectations while reducing failed deliveries and the associated costs.”
2025 RTIH INNOVATION AWARDS
Online delivery was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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