Nov 11
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Our recent research found that almost one in ten people have been put off online shopping this year because of past problems with delivery. New research this week has shown that two thirds of UK shoppers don’t trust retailers to deliver their gifts before the big day. The remarkable thing is that despite this pessimism, almost half of consumers surveyed intended to shop at the last minute.
So what can eCommerce owners do in order to appeal to those last minute shoppers and reassure them about delivery?
Given the fact that half of shoppers will be making last-minute purchases with relatively low expectations, it’s important to prominently promote your Christmas delivery schedule.
John Lewis’ homepage, for example, has a link to their Christmas delivery page. Information about delivery is clear and transparent:
The rise of click-and-collect
You could also stretch the last date for buying by not only promoting online sales, but also in-store collection. The idea of mixed-mode buying is set to increase this year with the likes of Argos, Tesco, and Marks and Spencer jumping on board. And with good reason. Our latest research indicates consumers expect to see “click-and-collect,” the option to pay online and shop in-store. Allowing your customers to shop right up to the last minute is a great way to maximise sales and give your business that edge against your competitors.
Obviously all retailers can do is to ensure that orders arrive on time for their customers. Of course, this means placing all trust in the hands of the delivery team. But even with a reliable courier in place, the weather, or postal strikes can always throw a spanner into the works. Last year saw some of the worst snow the UK has seen for many years, leaving shoppers faced with uncertainty as to whether or not their presents would arrive in time, if at all.
Whether gifts will actually arrive in time for the big day is the main concern for all your customers. Providing consumers with timed delivery slots is one way to avoid these hassles. Shoppers may have to take the day off work or make special arrangements for someone to wait for an item to arrive. Providing delivery slots allows customers to allocate a time that is convenient to them. Offering delivery windows dramatically improves the level of customer service you can offer as a business. It’s not only a competitive advantage: it’s the kind of service consumers expect when ordering online.
Fundamental mistakes
It is easy to focus on driving website traffic to increase sales, but it is still paramount to deliver products quickly, economically and accurately. People are more comfortable now than they ever have been with the idea of ordering online. However, it’s surprising to see so many businesses that are still making fundamental mistakes within their website functionality and delivery capabilities that are hindering sales.
Retailers cannot take anything for granted this year – one bad experience can tarnish your business forever. In the end, when Santa doesn’t arrive on Christmas day it isn’t the couriers that get the blame, it’s the retailer.
Check List
- Highlight your delivery options clearly on your website
- Keep on top of stock levels and only promise what you can realistically deliver
- Ensure your customer-facing website reflects what’s happening in the warehouse or stockroom
- Provide consumers with timed delivery slots to arrange a delivery convenient to them
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