retail environment
Not so many happy returns
Satisfaction with online shopping remains buoyant, but concern is growing over ‘returns’ policies getting more ‘draconian’ which could impact sales, according to the latest IMRG Internet retailing survey.
The seventh annual IMRG UK Consumer Home Delivery Review 2015, supported by Blackbay highlights a downward trend in returns satisfaction to 61% from 68% in 2014.
This, the survey of 1300 adults’ online fulfilment perceptions and expectations, reveals this is a particular issue given that 78% said the quality of the returns service is an important factor when deciding who to shop with.
There is anecdotal evidence that suggests retailers may be getting tougher on returns policies in response to growing fraudulent activity, which may be one of the reasons for the drop in customer confidence.
Overall, satisfaction with online delivery remains consistent and concerns about delivery are showing a steady downward trend.
Other areas consumers want improving include pre-purchase delivery information allowing them to make the right delivery choice and avoid having to abandon their basket because the right options are not available or additional delivery costs are too high.
In-transit delivery information is also important with 85% of the respondents saying that they really value the ability to anticipate when the order will arrive and defer or divert to a time or place more convenient.
Nigel Doust CEO at Blackbay said: “Delivery companies need to put their customers in control of their deliveries - ensuring that they have confidence that the delivery will be made when they expect it. Smart delivery companies are already deploying software solutions to give their customers control of their deliveries by enabling them to track a delivery, change a delivery time or place up until the final minutes of delivery, deliver during a specific time slot, delivery to a safe place/neighbour, etc. However the important thing is that customers understand exactly what kind of delivery service they are paying for and have the confidence that the order will be delivered, with visibility throughout the delivery journey.”
