Delivery is the culmination of online shopping. Behind this evidence, an e-merchant must keep in mind that this step is a realization of all the efforts of the commercial chain, from acquisition to transformation.
The delivery must therefore not be relegated to the end of the journey and must avoid being seen only from a purely logistic point of view. The delivery must be treated at the first contact with the customer. Consumers, who are now familiar with e-commerce, are always concerned about how they will be delivered and the price they will have to pay.
Forrester recently reported that 60% of online consumers consider free shipping as a deciding factor in the purchase and a global UPS study reveals that a similar proportion of customers drop out of their shopping cart if postage costs rise The final bill beyond what was expected. Numbers to take into account in its marketing strategy to seduce these customers.
In its report on delivery and e-commerce last June, the European Commission also stressed the importance of delivery in customer loyalty. Indeed, it appears that the main factors that encourage a customer to buy again in a webshop are logistics and transport: the price or the free delivery, the possibilities of return, the days of delivery and the flexibility Around the latter, speed of delivery, traceability of delivery, notifications throughout the delivery process, etc.
It is therefore understandable why delivery is no longer solely the business of logisticians and responsible for purchasing transport, but that it represents a powerful marketing tool for transformation and loyalty.
Promote free shipping
Given that one of the main reasons for purchasing online, beyond the abundance of products, is the saving of physical offerings, particular attention is paid to the number of costs Of port. If you choose to offer them, make a marketing argument!
From the home page, but also on the product sheet and generally, throughout the process of purchase, free delivery must be highlighted. The goal: reassure the consumer and avoid any unpleasant surprises. In cross-border commerce, the e-merchant must also remain transparent on the taxes that the customer will have to pay in order not to disappoint him.
Occasionally, during special operations, or selectively, on certain product lines (such as books at Amazon), free delivery can also be used as a calling product and invite the visitor to explore the catalog of Trader. The delivery slip offered can also be used in post-purchase, in order to retain the customer.
However, pay attention to the change in shipping strategy: seven out of ten customers accustomed to free shipping will abandon an e-merchant if he returns his jacket, according to PayPal!
But also delivery times and options
If free is tempting, speed can also be an asset. The delay in receiving an order is also taken into account by consumers, Forrester reports. The consulting firm Copenhagen Economics observes that 80% of consumers are ready to buy again from an e-merchant if the delivery is fast (between two to four days) and 70% if the delivery arrives the following day.
That’s why Amazon offers an annual subscription of 49 Euros to receive its order in 24 hours. The company even presented a future drone project capable of delivering a package weighing up to 2.3 kilos (86% of purchases) within 30 minutes, within a reasonable delivery radius.
In order to optimize delivery, it is also necessary to be able to offer various solutions. There are, on the one hand, the schedules, such as Saturday delivery or off-schedule, which allow consumers to reconcile e-commerce and work schedules. According to the Epsilon study, 80% of customers wish to be delivered on an off-schedule basis. On the other hand, the alternatives: delivery points, post offices, automatic parcels terminals.
Not to mention the transparency of information
Because it does not stop with the act of purchase: after the order, there is also a matter to set up loyalty tools. 80% of people interviewed by Copenhagen Economics are sensitive to track and trace options to return to an e-trader. Transparent communication throughout the delivery process, therefore, represents a real added value.
There are three key moments during which communication is paramount: the dispatch of the parcel, in the event of delay and if it is impossible to deliver. It is possible to opt for proactive communication using email or SMS notifications or provide a tracking code that will allow the customer to know the status of his order at all times.
From the point of view of the customer, e-commerce is above all a practical distribution format. He, therefore, expects that this advantage will be translated into the field of delivery.
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