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Delivery drivers get hearts racing, experiment reveals


A new study has revealed that the average UK ecommerce shopper’s heart rate nearly doubles when a delivery driver arrives (46% increase), compared to just 22% when their other half walks into a room.

In a new social experiment led by Generation Logistics, a recruitment campaign for the logistics industry, UK participants’ were fitted with a heart rate monitor in order to calculate the average heart rate of 60 beats per minute (bpm). Heart rates were then reviewed when a delivery driver knocked on the door, rising to an average of 88bpm which is significantly higher when compared to their romantic partner entering the room, which hit a steady average of 73bpm.

The research also highlighted that even placing an online order gets hearts pumping by an extra 12bpm, with Sunday and Monday revealed to be the most popular days for online shopping, indicating a pick-me-up for the Sunday, and a way of battling the work blues on a moody Monday. There are even two peak hours for online shopping – 10am and 8pm – meaning shopping while working at home and after work is particularly popular.

Furthermore, Generation Logistics revealed the science behind retail therapy and the dopamine-hit that shoppers feel when ordering parcels online, which no doubt contributed to an elevated heart rate in the experiment.

Psychologist and global director at Berkeley International, Mairead Molloy, said: “The brain releases dopamine in anticipation of a reward rather than in receipt of an award – making the order transit process the most exciting part of the customer journey. But this only works when a customer knows their order is coming, which is why confirmation emails, delivery updates and parcel tracking are vital in the customer experience.”

Generation Logistics added that due to today’s nimble, sophisticated logistics industry, customers have access to hundreds of different products that can be delivered to doorsteps in a matter of hours without ever leaving the house. Logistics makes buying products easier and more accessible, which links to convenience and how important this is to customers.

Commenting on retail therapy and how logistics plays a massive part, Bethany Windsor, programme manager at Generation Logistics, added: ”Without the logistics sector people would be forced to find other ways to collect their most desired items, even travelling hours for one package. Logistics was actually one of the few sectors that benefitted as a result of the pandemic, as lockdowns drove e-commerce and delivery traffic, and the industry saw dramatic growth. As a result, there’s been a rise in opportunities for those who are looking to enter the sector.”

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