UK online shoppers spend an annual average of £136 (€171) per household on delivery charges,with more than 60% happy to pay extra for next-day delivery or delivery within a two-hour slot, a
new study reveals.Commissioned by the navigation technology specialist Trimble and carried out by the UKresearch company OnePoll, the study surveyed 1,000 UK adults. It calculated that the country’s 26million households pay a total of £3.5 billion (€4.43 billion) per year for delivery charges, anaverage of £2.99 (€3.76) per order. The report claimed that that rising petrol costs, potentialonline bargains and the convenience of shopping from the sofa are among the reasons why onlineshoppers are happy to pay for home delivery.
While the majority believe delivery prices are fair for the convenience of the experience, onequarter of the UK adults surveyed believe delivery costs are too high, but are still prepared topay them to get the products they want at their doorstep any time. Around 40% of online shoppersare willing to pay for next-day delivery, while 22% would pay for delivery within a two-hour slot.Nearly three quarters of respondents highlight delivery as a key factor when shopping online.
At the same time, paying a delivery charge sets customers expectations high in terms of servicequality. The report observed that UK shoppers value being able to choose a delivery slot, beingkept updated if there are any changes to arrival times, and friendly delivery teams.
Unsurprisingly, therefore, UK consumers’ biggest complaints with online shopping are missing adelivery and the parcel being returned to the depot or post office (30%), long delivery times (20%)and high delivery costs (29%), overall contributing to nearly half of all adults feelingunsatisfied with the last delivery to their home.
The Trimble research is consistent with other reports of the growing increase in shoppingonline, with nearly two thirds of shoppers saying they buy more online now than they did five yearsago while 88.9% expect to be spending more or the same amount online between now and 2017.
Convenience is cited as the key reason for shopping via the web with 36% of the respondents.Other factors driving shoppers to the internet are crowded high streets and shopping centres, say20% of the respondents, while 15% blame busy lifestyles for that. According to the research,7.6million UK adults would even go as far as to say that the UK high street is dead and over fifthof all respondents would like to do most of their shopping online, if they could.
The study indicated that the current difficult economic conditions appeared to be encouragingonline shopping, as high petrol prices and car park charges result in customers staying at home andpreferring to pay for home delivery.
Mark Forrest, general manager of Trimble’s Field Service Management Division, said: “Effectivedelivery is critical to a positive service experience, but the study shows that many companies arenot meeting their customer’s needs,” said.
“The key is keeping commitments; making ones that the company can keep and then ensuring thecustomer is informed along the way. As the online era is here to stay retailers have a realopportunity to improve their brand recognition and leapfrog the competition by providing excellentcustomer service,” he added.
