Market forces raise the bar for delivery
While retail web sites work to differentiate themselves from stores with web-only features, personalized services, detailed imaging and other tactics, there always will be one thing that separates sites from their braicks-and-mortar counterparts: a reliance on delivery services to fulfill online customers’ orders.
And as shoppers have become more accustomed to online retail, their expectations of timely and reliable delivery services—across a variety of delivery options—have only increased. A comprehensive shipping policy has become a crucial part of e-retailing, experts say.
“A critical component of the online checkout process is the determination and selection of a shipping option,” says Rob Garf, vice president of retail strategies at research and advisory firm AMR Research Inc. “Retailers must offer multiple delivery methods, including overnight, ship-to-store and split shipments, and be crystal clear regarding cost and timeframe.”
For Internet retailing, the average postal rate increase comes to about 6 pct, says David Marinkovich, senior vice president of sales and marketing at DHL Global Mail. “The cost of fuel is having a big effect on retail shippers, but the Postal Service rate change that went into effect May 14 is the most dramatic postal rate change ever,” he says. “Some retail organizations that sell products like CDs, video games, books and apparel are looking at rate increases of about 54 pct.”
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