Delivery options key to attracting ‘Millennial’ consumers
New research from MetaPack has indicated that 78% of European Millennial consumers have bought goods from one retailer over another because they provided more delivery options. The MetaPack study – Delivering Consumer Choice: 2015 State of eCommerce Delivery– also found that 69% would be happy to pay more for a better or more convenient delivery option.
The survey, which was conducted amongst 3000 adult shoppers in the UK, US, Spain, France, Germany and the Netherlands. The term ‘Millennial’ is used to describe the 18-26 age group.
Metapack’s research also found that ‘Millennials’ were not only demand more, but were quicker to make their feelings plain if they experience poor service.
According to Metapack: “50% of this group, higher than any other, has broadcast a negative delivery experience on social media and they are more likely never to shop with that retailer again. They also use social media to search for peer reviews about which retailers to avoid, and 61% reported that a bad review about delivery on social media would influence their decision whether or not to shop with a retailer.”
And what do the Millennials want?
“When it comes to what delivery options they frequently use,” said Metapack, “85% of Millennials said they chose delivery to their door, 33% opted to collect purchases in store and 29% from a local shop or pick up point. What they don’t want is to be kept waiting – 44% of this age group said that they’d failed to complete an online order because delivery would take too long.”
Millennials do like same day deliveries. Indeed, 60% of some said that they were prepared to pay for this privilege, even though they may earn less than their older counterpart. “They are also more likely to pay more for goods because the delivery options are better and more convenient,” said Metapack.
Commenting on the findings, Kees de Vos, Chief Product Officer at MetaPack said: “This age group is less tolerant than previous generations.
“If retailers want to secure the loyalty of Millennials, they need to start now and ensure a first-class quality of service and a wide range of options are available online. Being digital natives they are accustomed to speed and responsiveness and this translates into their shopping and browsing habits as much as any other part of their lives.”
