MetaPack has unveiled the results of its consumer study. The study The Consumer's Choice of Delivery: The State of E-Commerce Delivery for 2015 has revealed that US and European consumers want more delivery types to choose from, greater delivery convenience, and a tailored delivery experience.
This study highlights Consumers expect online retailers to offer more convenient and personalized delivery options that fit the needs of their busy lifestyles.. According to a new study by Research Now for MetaPack, the global leader in Electronic Commerce, consumers would not hesitate to abandon an online purchase if the delivery option they want is not available.
The results of the study on The Consumer's Choice of Delivery: The Status of Delivery in Electronic Commerce for 2015 MetaPack highlights the increasingly important role that delivery plays in influencing consumer choice when deciding which online store
Two-thirds of the 3.000 adults surveyed (66%) confirm that they have bought goods from one retailer rather than another because the delivery options offered were more attractive and 49% said they had not minded paying more to have one. better or more delivery option.
“This clearly reflects how E-Commerce Directors who continue to focus only on making changes to website capabilities are missing an incredibly obvious and most important opportunity to drive conversion: to offer delivery services that meet the complex and personal demands of each client »said Kees de Vos, Chief Product and Marketing Officer at MetaPack.
Today's consumers will not hesitate to abandon the purchase if delivery options are not satisfactory.
More than half (51%) of buyers confirm that they have not completed a purchase order due to poor delivery options, citing, among other reasons, that delivery could not be guaranteed for a specific date (30%) or would take time. -
In addition, 76% of shoppers looked at the retailer's return options before placing an order, and 51% said that they had not continued with the purchase because the return process offered was not easy or comfortable for them.
In terms of what consumers expect from online retailers, 83% said they wanted to clearly stated delivery options on the product page itself. And when it comes to convenience, 86% of buyers want fast delivery and 83% said they now expect to have a guaranteed delivery date. A further 80% keep saying they also expect to be given a hairpin.
The study was conducted online among 3.000 respondents in the United States, United Kingdom, Spain, France, Germany and the Netherlands to understand consumer demand around delivery. The results reveal some interesting differences in expectations regarding delivery between European and North American consumers.
Store pickup is the most popular after home delivery
When it comes to the range of delivery options used, today's buyers use a range of services in addition to home delivery, which remains universally popular with all consumers; 90% of respondents have used this option in the last six months.
Store pickup topped the list of home delivery alternatives, and is the most popular for buyers in the UK (47%) and the US (33%). Delivery to a local store or collection point was the second most popular option - especially for 48% of French buyers - only 17% of North American consumers choose to use this option.
In reverse, delivery to workplaces is more popular with Spanish consumers (14%) and Germans (12%), but less likely to be used by buyers in France (6%) and the Netherlands (9%). Finally, consignment delivery, although the least popular option among buyers in Europe and the United States, is preferred by 20% of consumers in Germany, who said they had used the service in the last six months.
The delivery experience has an impact on consumer loyalty
En este sentido, Spanish buyers are the least forgiving. A negative delivery experience can prevent buyers from using a retailer again. More than half of Spanish consumers (51%) would not buy from a retailer again after a poor experience and they are the most likely to spread their dislike through social networks. In addition, 52% of Spanish respondents confirm that they have used social networks to share a negative experience.
Similarly, German (49%), English (49%) and Dutch (47%) buyers would not use a retailer again after a poor delivery experience. In comparison, only 36% of French shoppers and 38% of North American consumers would choose to withdraw their loyalty to an online seller.
Spanish and North American consumers are the most demanding
Consumers want to know the status of their orders online, with 88% of all respondents confirming that they rely on email or SMS notifications to check progress. Knowing what is happening with your orders is particularly important for consumers in Spain (92%), the United States (91%) and Germany (91%).
Buyers in Spain and the United States are particularly active in this regard, with 18% and 22% respectively checking the status of their order four or more times.
Cost, speed, or on-time delivery - what's most important to buyers?
Regarding delivery priorities, Today's consumers want the ability to customize their delivery to meet their specific needs in relation to each purchase they make. Therefore, while fast delivery is a priority for 86% of respondents, 78% said they would wait longer if the goods they bought were less expensive. Meanwhile, being able to trust a retailer to deliver when they say they will deliver is a key priority for a third (30%) of all respondents.
Low cost delivery is a priority for 49% of UK consumers and 47% of US consumers. Although Dutch buyers care less about low-cost delivery, speed of delivery turns out to be the most important thing. Compared to 16% of English buyers, 30% of Dutch consumers said it was the most important.
LSpanish and Dutch consumers have high expectations for a retailer to deliver on its delivery promises. 38% of Spanish consumers and 34% of Dutch consumers said it was the most important for most of their online purchases.
Different delivery methods attract consumers
When asked which delivery services they would prefer to use in the future, there was little desire for a drop-in service in the trunk of the buyer's car. The option was only attractive to 7% of US consumers and 8% of French consumers. The most publicized form of delivery by drone garnered a bit more buzz, mainly with US (10%) and German (8%) buyers.
Delivering the products to a secure box outside their home turned out to be a winning concept for 21% of US shoppers, while delivery to a secure box office was a popular choice for German (15%) and Spanish (11%) shoppers. Meanwhile, pickup from a train station turned out to be the most attractive for French buyers (13%).
MetaPack Study Highlights for Spain
Regarding the data referring to eCommerce in Spain, the following data stand out:
- 78% of Spanish respondents said they had bought products from one retailer rather than another because it offered more delivery options
- 59% have paid more for products because delivery options were better or more
- 69% of Spanish consumers have not completed an online order because delivery was too expensive
- Free delivery is more important for Spanish consumers than in any other region studied (96%)
- Spanish consumers (78%) are the second to be satisfied after the United Kingdom, of waiting longer for the delivery of their products if they are cheaper
- 88% of Spanish consumers would buy more from a retailer that had easier return processes
Infographic
The infographic below shows the data from this study in a clearer and more understandable way.
