Brits pick realistic delivery windows and proactive updates over ambitious speed claims
UK consumers are placing far greater value on delivery accuracy and communication than on speed, challenging assumptions about same-day delivery as a competitive differentiator, according to research by logistics technology company, Locus.
The firm surveyed 2,000 people and found that that just 4% of consumers expect same-day delivery, while 83% consider a delivery window of two to four days to be reasonable. Nearly 83% of respondents said they expect parcels to arrive within one to four days.
94% of UK shoppers, meanwhile, are frustrated when parcels are marked as ‘delivered’ but have not arrived, making communication failures the single most widespread pain point in the delivery experience. This outranks even damaged goods, cited by 93%, and parcels left in unsafe locations, reported by 92% of respondents.
Nishith Rastogi, Founder and CEO at Locus, says: “The shift in consumer expectation places logistics providers and retailers under increasing pressure to improve the quality, not just the pace, of last mile communication. Consumers are signalling a clear preference for realistic delivery windows, accurate tracking and proactive updates over ambitious speed claims that cannot be consistently upheld.”
Trust in delivery promises is already under strain. Only 7% of consumers say retailers always keep fast or guaranteed delivery commitments, while 41% believe these promises are fulfilled only sometimes.
The survey also highlights a growing generational divide in attitudes towards AI enabled delivery experiences. 62% of millennials say AI improves their confidence in the delivery process, compared with significantly lower levels among Gen Z and baby boomers, the latter of whom show the least trust.
Returns continue to represent another major source of dissatisfaction. While 25% of consumers cite paying for return shipping as their biggest frustration, delays in refunds, difficulties accessing labels and the inconvenience of drop-offs also contribute to a fragmented and often frustrating returns journey.
“Consumers are no longer asking logistics providers to be faster at all costs,” says Rastogi. “They’re asking for accuracy, honesty and visibility. This research shows that the brands and logistics partners who win trust will be those who align delivery promises with operational reality and communicate clearly at every stage of the journey.”
RTIH AI in Retail Awards
Brarista, IBM Consulting, Foundit!, Quorso, Vusion, Sensei, Reckon.ai, EE, Walkbase, Globant, Riskified, and Goddiva were among the winners at the RTIH AI in Retail Awards, sponsored by VenHub Global, 3D Cloud, EdTech Innovation Hub, and Retail Technology Show.
Our 2026 hall of fame entrants were revealed during a sold out event which took place at The Barbican in Central London on Thursday, 29th January, and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Lucy Porter.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “According to Amazon’s Andy Jassy: AI is a once in a lifetime reinvention of everything we know, and the largest technology transformation since the cloud.”
“Whether that’s overstating it or not, we're certainly seeing an increasing number of innovative, potentially game changing developments in this space across both traditional and digital retail spaces. And that is reflected in tonight's finalists, who are boosting customer experiences and tackling retailers' painpoints across the likes of physical stores, online, omnichannel, supply chain, and payments.”
“To quote one of our judges: I have to admit, judging these awards was so difficult. So many that would have been worthy winners. And great to see how AI has moved firmly into delivery mode. Firmly into delivering for customers and driving huge innovation.”
Congratulations to our 2026 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended our Thursday, 29th January gathering.
Stay tuned for an indepth review of the awards ceremony in the next edition of RTIH magazine.
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