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The key findings of the 2020 consumer study


Published on: October 15, 2020

Updated: August 29, 2023

What do online shoppers really want from retailers? Many retailers are not aware of what their customers actually want and need. For this reason, we surveyed over 2,000 consumers to better understand what is really important to them. From the insights gained, we derived tips and suggestions for improvement for retailers.

Consumer Study 2020 – Key Findings


We have published the most interesting findings from the survey in the parcelLab Consumer Study 2020 and compared them to the status quo of our E-Commerce Shipping Study 2020.

Free Shipping


How would you answer?

82% of online shoppers always or sometimes switch online providers when a retailer charges shipping for the same product price, while a competing retailer offers free shipping.

Logistician Selection

What would you answer?

71% of online customers would like to always or sometimes be able to choose between different logistics providers, because this way they can influence that the delivery person is reliable and the next parcel store is not too far away.

Parcel tracking

What would you answer?

91% of online customers track the shipment of their order using shipment tracking. Those who guide customers back to their own store in the process create potential for cross-selling and upselling. In addition, 68% of online customers would like to be proactively informed by retailers if there are delivery delays. 56% would be happy to receive a message as soon as their return has arrived safely at the retailer.

Returns handling

50% of online shoppers appreciate having a returns label included with their shipment. Almost one-fifth appreciate it when retailers arrange for returns to be collected from the customer.

Would you like to learn how you can offer your customers an optimal customer experience? Then download our Consumer Study 2020 free of charge in our download area.

Improve your Operations Experience

Not only customer satisfaction, but also efficient processes on the dealer side stand or fall with operational order processing, the Operations Experience (OX). This starts with service and winds its way through warehouse processing to shipping and returns. Yet companies still have little visibility and little to no control over the OX. Many retailers still leave important points of contact, such as post-order communication with online shoppers, to the logistics provider. This is a big mistake that results in upselling opportunities being lost. Customers, in turn, receive only cryptic messages that leave them still in the dark about the order status.

It is therefore elementary that retailers control all relevant process steps in fullfilment themselves. Only in this way can problems be identified and circumvented at an early stage, important touchpoints be used and turned into a service plus. This is ultimately reflected in renewed store visits and an increase in sales. Operations experience platforms such as parcelLab offer workflow control at all relevant points in the process as well as individual, personalized customer communication. If a delivery is delayed, customers are automatically informed. At the same time, additional relevant content can be used to guide shoppers back into the store and encourage them to make a new purchase.

This benefits all sides: companies ensure a consistent brand experience and maximize cross-selling potential – not least because of outstanding customer service.

Sounds interesting, but you need help implementing your operations experience? No problem! We’re happy to help.

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