Consumer study 2020: What do customers expect from retailers?

To find out, we proceeded as follows: Based on the results of the parcelLab E-Commerce Shipping Study 2020, we formulated 18 questions for end customers about their operations experience needs and requirements. From June 19 to 22, 2,038 participants in the YouGov omnibus panel in Germany answered these questions in an online survey.

Wish: What customers want

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What do customers really want? We considered the areas of checkout, shipping and returns in our survey and were able to uncover the following customer desires:

1. Shipping costs

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One-third of respondents always expect free shipping. Another third would like to receive this from a purchase amount of 20 euros. Only 11% of online shoppers agree to pay the delivery costs themselves.

When the product price as well as the delivery cost are the same, 62% of shoppers choose their preferred online store based on the reliability of delivery.

2. Selection of deliveryman

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71% of respondents would either always or sometimes choose between different logistics providers when placing an order. The main reasons for this are secure delivery (79%) and easier collection of the parcel, e.g. in a parcel store (33%).

The preferred logistics providers include primarily by a wide margin DHL (76%), Hermes (33%) and DPD (21%).

3. Shipping-communication

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On the topic of shipping communication, 38% of participants always use tracking during parcel shipping, while 53% sometimes use it.

We also wanted to know what information shoppers consider most important during the package delivery process. 68% of shoppers would like to be informed in the event of delivery delays, as well as 67% once the order has been shipped. Confirmation of receipt of returns, on the other hand, is of great importance to 56%.

4. returns-handling

What about the dreaded issue of returns? 50% of participants would like to see an enclosed returns label. For 19% it is important that the collection of returns is arranged by the retailer or the logistics provider.

Reality: What Traders Bid

In the parcelLab E-Commerce Shipping Study 2020, we analyzed the top 100 German online stores in the areas of checkout, shipping and returns. We have now compared these results with those of the consumer study in order to match wishes with reality.

Among the most exciting findings: Free delivery still divides the customer from the retailer side. While over a third of customers generally expect free shipping, only just over a fifth of the 100 largest German online retailers are prepared to bear the shipping costs entirely themselves. There is also a big difference between wish and reality when it comes to choosing the logistics provider. Here, 71% of customers would like to have the freedom to choose, for example, the most reliable local delivery company or the one whose parcel store is within walking distance. But not even 19% of retailers comply with this wish.

How can retailers improve their operations experience?

So what recommendations for action in terms of OX can be derived from the comparison of customer expectations and the offerings of retailers? Basically, it can be said that there is no such thing as the ultimate recommendation. Depending on the industry, target group and product, some tips will work better than others. It is advisable to test and continuously optimize in order to achieve the best results.

1. Let customers have freedom of choice when selecting the logistics provider
2. Communicate status information about the shipment
3. Provide shipment tracking with detailed information
4. Use the power of customer reviews
5. Focus on sustainable shipping

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Want more information on this? Then download our 2020 consumer study right here.