There’s no denying that the convenience factor is increasing the importance of buying online at Christmas, with 49% of UK consumers making a least half their festive purchases over the internet.
However, there’s no room for complacency from online retailers, who clearly need to up their game once a purchase has been made, with 44% of shoppers saying online delivery is worse at Christmas. This is highlighted by the fact that 86% of online shoppers say a bad experience affects their view of a retailer, with 44% saying this is heightened over the festive period.
The importance of the post-purchase communication
How can online retailers optimize their shipping process? The answer is quite simple: By using personal and individual post-purchase emails. The customer has to know where his parcel is – at any time. This is also the reason retailers should manage the post-purchase communication themselves. By keeping their customers informed about their delivery, online retailers demonstrate that they don’t just sell – but they care and take responsibility for the entire purchase cycle.
The infographic below, based on a YouGov survey commissioned by parcelLab, reveals where retailers are going wrong and the importance of the post-purchase experience to consumers.