Communication is key for e-retailers

Latest research has highlighted the need for e-retailers to improve levels of communication with customers in the UK. To alleviate fears surrounding home deliveries, the new report suggests that real-time communication needs to be enhanced in the B2C marketplace.

The research suggests that customers are still correct to express doubts over the delivery of goods to their homes, expected times of arrival, and the delivery outcome if no one is at home.

Home Delivery in the UK – The Doorstep Experience has been published by Snow Valley.

Nigel Doust, the CEO of Blackbay – who is sponsoring the report – said the last mile and doorstep experience “is the most critical part of the online shopping experience and is often the only part of the process where there is any human interaction”.

He added: “The performance of the delivery company during this vital stage is inextricably linked to the e-retailer and can play a key role in the consumer’s decision to purchase online again.”

The report says that only 57% of e-retailers provided their customers with access to tracking information. Furthermore, 95% did not provide a pre-delivery text alert, giving a specific estimated time of arrival.

“In order to keep pace with the growing demand for online deliveries, e-retailers must be thinking about how best to retain their existing customers and win new ones. Being able to tell customers that they will always know where their parcels are and when and where they will be delivered is a key differentiator. It’s all about communication,” added Doust.

The report highlights the lack of predictability that consumers are experiencing if they are not at home to accept delivery.

There is also a lack of uniformity around ‘carded’ deliveries and delivery agents need to understand exactly what they should do in this scenario and how their actions can be communicated to the consumer.

Sarah Clelland, marketing manager, Snow Valley, said: “To ensure that the consumer receives a first class experience, e-retailers and their delivery companies must improve the level of communication with consumers.

“Individual parcels need to be tracked through every part of the collection and delivery process. The data captured can be communicated in real-time to the e-retailer, the delivery company and most importantly the consumer.

“We placed extra orders during our delivery research this year so we could see what happened when the customer was not at home to receive them. We were really surprised that the experience was so different on each delivery – for a customer it feels as if there is no way of knowing what the driver will do if you aren’t at home.”