A whopping 83% of U.K. consumers believe the online post-purchase experience could be significantly improved, but only 18% of U.K.-based retail leaders agree, according to a new study.
“It’s becoming increasingly evident that the post-purchase experience shouldn’t be a secondary concern,” said Carmen Carey, CEO of Sorted, the U.K.-based delivery software platform that sponsored the study.
The shortcomings are focused on deliveries and returns.
Delivery management platform FarEye’s Last Mile Mandate consumer survey from last fall found U.S. consumers define a positive delivery experience as having fast delivery (36%), low shipping cost (34%), and delivery tracking/visibility (28%).
German supply chain technology provider Körber’s “2023 State of Shipping and Returns Survey” found 70% of global consumers experienced shipping delays, but 35% weren’t provided a reason for the delay. Among the respondents, 38% were not offered any compensation, refund, or discounts on their recent delayed order, yet 83% indicated that compensation is important to them.
A survey of Americans last year from omnichannel communications provider Mitto found 91% indicating good customer experience makes waiting for a product bearable. Most respondents (60%) said that they want a brand to reach out to them personally if their shipment has been delayed for even just one or two days.
On returns, a survey of U.S. online shoppers from logistics platform Veho taken in February 2023 found 74% indicating a strict return policy negatively impacts their desire to shop with a retailer. Nearly half (49%) would be more likely to shop with a brand that allows customers to make doorstep returns with no packaging or printed label required.
A survey of U.S. and U.K. consumers from Loop, the return management platform, taken in May 2023 found that 47% of respondents preferred dropping off packages at a shipping partner, 37% wanted to avoid the repackaging hassle and return in-store, and 36% wanted the convenience of at-home pickup.
Follow-up communications were also found to be an opportunity in Loop’s survey. A majority (75%) expected retailers to suggest new products based on past purchases and interactions, and 82% were highly incentivized to buy again when offered post-purchase coupons, discounts, or enrollment into a loyalty program.