A survey into the shipping preferences of American shoppers found that 93% of consumers viewed shipping options as an important factor in their online shopping experience. Up from 24% in 2017, this 69% increase displays the impact shipping options play in a retailer’s online service offering.
As a result, retailers are under a growing pressure to build their delivery service around customers’ lifestyles. If not, they risk losing business.
Choice Matters Almost half of shoppers (46%) said that the choice of a convenient and personalized delivery service is a key factor in the online buying decision stage. If retailers aren’t offering flexible fulfillment to meet the needs of their modern consumers, shoppers may look elsewhere.
However, purely offering a wider selection of delivery options won’t necessarily ensure customer satisfaction. If customers do decide to purchase, but the delivery service isn’t convenient or to their desired quality, it could still end up costing retailers. The impact of not meeting consumer expectations of fulfillment flexibility can certainly come with consequences as 25% of all failed online deliveries were due to shoppers not being able to change their delivery options once an item had been shipped.
Convenience and flexibility hold a different meaning for each individual. Some consumers look for the cheapest option possible with no preference for when their goods are delivered, while others need it faster and are willing to pay for a more efficient service.