MetaPack report reveals delivery trends
Written by Peter Walker
Three-quarters of consumers have purchased more items to take advantage of a minimum spend free delivery option, while just under half would prioritise shopping with one online provider over another if it offered a loyalty programme featuring free next day delivery.
These findings come from research carried out online with 3,597 consumers of all ages in the UK, the US, Canada, France, Germany, Spain and the Netherlands on behalf of MetaPack.
Of those surveyed, 61 per cent said a positive delivery experience incentivises them to shop with an e-commerce retailer again, while 77 per cent of consumers are conscious of, or care deeply about, the environment when thinking about how they receive their deliveries.
MetaPack’s annual e-commerce delivery report suggested that against the backdrop of struggling sales on the High Street, the experiences that brands can provide are helping them to stay ahead in the race for customer loyalty.
Most consumers now expect free delivery for their everyday purchases, and many identify slow delivery as a negative delivery experience. The research revealed that 62 per cent of shoppers think free delivery is the top consideration for the majority of purchases they make and 49 per cent don’t expect to pay for standard delivery any longer. Specifically in the UK, 80 per cent said free delivery would incentivise them to buy more online during peak sales such as Black Friday.
A further 70 per cent of online consumers are prepared to pay extra to ensure speed and convenience, such as one-hour, same day or Sunday delivery.
International e-commerce has never been so popular, with shrewd consumers taking advantage of currency fluctuations to secure great deals on overseas brands. MetaPack suggested that retailers must ensure they can step up to the demands that shoppers make for superior cross-border services, including transparency over delivery costs.
Just under half of this year’s respondents had made between one and five overseas purchases, with the top barriers to cross-border shopping being expensive delivery (45 per cent), slow delivery (28 per cent) and having to pay for delivery (25 per cent).
The research also demonstrated that delivery loyalty programmes are proving to hold strong consumer appeal, with 49 per cent saying that they would prioritise one e-commerce provider over another because of its loyalty programme, and 65 per cent showing interest in a loyalty programme where multiple brands and retailers worked together to offer a premium delivery service.
Luxury brands are also grasping the online opportunity, which means differentiating their delivery options and providing a premium experience. US shoppers were the most likely to engage with luxury brands online, with 91 per cent making online purchases in the last 12 month, but in the UK this number drops to 76 per cent.