Consumers’ high expectations of omnichannel retailing and delivery must be met by retailers if they are to prosper in an age of digital commerce, two new studies suggest this week. That’s because shoppers, especially millennials, say they will move to another website when retailers’ delivery options fall short of the standard service they have come to expect.
In its 2016 Consumer Trends Report, omnichannel platform Kibo questioned 3,000 consumers in the UK and the US. It found that 80% of all respondents preferred to buy online for home delivery, while 37% of British shoppers expected to click-and-collect for next-day collection as standard. Some 56% of British shoppers said they would move to a rival retailer if their preferred delivery method was not available.
“As the marketplace becomes increasingly crowded, retailers need to remain a step ahead with their digital services and fulfilment options to ensure the loyalty of their customers,” said Kenneth Frank, chief executive of Kibo. “Most consumers have their preferred places to shop, yet, retailers’ lack of progression toward offering a true omnichannel experience can erode their customers’ loyalty. As such, the only option left open to many consumers is a move to the closest competitor who will.”
Meanwhile, MetaPack’s Delivering Consumer Choice: 2015 State of Ecommerce Delivery research questioned 3,000 shoppers in the UK, US, Spain, France, Germany and the Netherlands, and found that 78% of millennials had chosen to buy from one retailer ahead of another because of the number of delivery options on offer, while 69% said they would pay more for a better or more convenient delivery option.
“This age group is less tolerant than previous generations,” said Kees de Vos, chief product officer at MetaPack . “If retailers want to secure the loyalty of Millennials, they need to start now and ensure a first-class quality of service and a wide range of options are available online. Being digital natives they are accustomed to speed and responsiveness and this translates into their shopping and browsing habits as much as any other part of their lives.”