As Oxford St lights up and the dulcet tones of Mariah Carey ring through the air, it’s clear that the Christmas season has well and truly arrived. At the top of the consumer wish-list this year?
Frictionless, convenient and cost-effective delivery options.
Online retail #trends
The recent Pitney Bowes 2018 Global Ecommerce Study found that the frequency of online shopping by consumers is increasing, with 35% of online shoppers making an online purchase at least once a week. In the UK, the rate of weekly online shopping rose to 46% in 2017 (up from 38% in 2016), and online now accounts for almost 20% of all retail sales, ten times the growth rate of store sales in the first half of 2018.
In 2017, savvy shoppers kicked off the Christmas (shopping) season on Black Friday. Many embraced online shopping when making the most of the sales, with 76.7% of Black Friday purchases being made online. That said, customers continued to indicate that brick and mortar stores are still foundational to their Christmas shopping, with 62% of respondents in the Deloitte Christmas Survey 2017 indicating that they will do some or all of their shopping in-store.
Wrapped and ready
While things may be looking bright as the year comes to a close, there can be no doubt that retailers should cater to the increasingly entrenched expectations of consumers, whether online or in-store, if they wish to avoid being left outside in the cold.
In keeping with current trends, KPMG recently found that same or next day delivery is becoming increasingly important for shoppers in the UK, with 48.3% of those shopping for women’s fashion items preferring next day delivery, and 43.4% of those shopping for electronics, homewares and furniture indicating the same. In fact, Walker Sands’ report The Future of Retail 2018 indicated that 44% of consumers have used a same-day delivery service in the past year, meaning retailers who fail to provide fast, timed and reliable delivery options will rapidly find themselves out of favour.
A retailer’s Christmas miracle
So, in an Amazon-dominated world where convenience means online retail is growing, and fast, seamless product delivery is non-negotiable, what should retailers do? Taking drama out of delivery is essential, which is where On the dot comes in. Offering retailers the ability to compete and extend their reach, On the dot integrates with existing in-store and online checkouts to offer customers the ability to choose product delivery time, down to the day and hour. The inclusion of store-to-door tracking means consumers can be confident about the status of delivery, appealing to the market’s increasing desire for transparency.
As we continue through retail’s busiest time of the year, the importance of the embracing customer convenience as part of the delivery experience cannot be understated. The State of Delivery Report indicated unsatisfactory or unavailable delivery options have significant consequences for retailers, including:
- 🚫🛒Abandoned shopping carts: 60% of consumers bought goods from one merchant over another because delivery options were more convenient for their needs.
- 🚫🔁Negative impact on repeat business: 54% of consumers say delivery defines who they always shop with, and 39% will never shop again with an online merchant following a negative delivery experience.
- ⬇️🛍Reduced basket size: 73% purchased more items to take advantage of a minimum spend ‘free delivery option’.
To keep your company off the naughty list this year, ensure your delivery options are in-step with your customers’ expectations.
If you’d like to have a chat with the On the dot team, email us at firstname.lastname@example.org