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81% of UK shoppers always open retailer delivery notification emails

Image © Brett Jordan on Unsplash

A new study has highlighted that over half (53%) of shoppers find receiving unbranded delivery updates from courier companies confusing, while the majority will open delivery updates from a retailer or brand.

A survey of 1,000 UK consumers, by delivery management platform Scurri, found 69% of shoppers are more wary of unbranded or third-party delivery updates as they think they might be scams. This increases to three quarters (76%) of Gen Z shoppers.

“The standout finding is that customers will open emails if they are from the retailer or brand as distinct from a third-party courier or carrier,” said Rory O’Connor, founder and CEO, Scurri.  

“And, while fulfilment companies can also start to personalise updates, there still appears to be no better or more impactful solution than direct communications from the retailer.”

Once opened, delivery update emails offer brands and retailers the opportunity to further engage with shoppers based on their personal preferences. The study found 55% of shoppers are happy to receive personalised offers in tracking and shipping updates, but only if they can opt out of ongoing brand communications once the item is delivered.

A further 42% of shoppers said receiving personalised offers in delivery updates is a benefit that makes them more likely to repeat purchase.

“At a time when it is becoming increasingly expensive to acquire and retain shoppers, and even more difficult to get customers to convert for both structural and economic reasons, a well-orchestrated and personalised post-purchase strategy gives retailers an opportunity to move closer to shoppers and delight them with an excellent experience which grows direct customer relationships and encourages repeat purchases,” added O’Connor. 

Discover how retailers are providing an end-to-end experience, with a stress-free delivery process, in the Controlling agility whitepaper. Produced in association with Scurri, the report investigates how delivery management platforms enable retailers to contend with increased demand, heightened consumer expectations and whatever market or economical change comes next. It is no longer as simple as being able to adapt quickly, retailers need to be smart about their agility.

The whitepaper also looks at how Asos, Boohoo and M&S are trialling subscription services and loyalty programmes

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