Retailers missing the mark on customers’ delivery expectations

Online retailers are providing unwanted delivery options and failing to offer wanted ones, according to new research from software company OrderDynamics and Opinion Matters. 

The report, entitled ‘The mismatch of retailer services and consumer expectations’, surveyed 2,000 consumers and over 60 retailers and found more than half of online shoppers (54%) want a named delivery date, but only 15% of retailers currently offer it.

In contrast, 61% of retailers offer next-day delivery but only 10% of shoppers are willing to pay extra for the service. Instead, more consumers would prefer to see which store nearest has a product in stock (45%), an option that only 11% of retailers currently offer.

However the research finds that retailers have struck the right balance in one area – 32% of consumers reported they would use a click and collect service if it was available, and half of retailers provide this facility.

Kevin Sterneckert, CMO of OrderDynamics, said: “This study reinforces a point that I talk with retailers about every day: customers do not see channels. They have one relationship with and one view of the retailer, and they want to hear you say ‘yes’ to their desires and to deliver that experience now. Consumers are telling us that the industry is not yet living up to the promises we’re making.”