Limited and confusing delivery options continue to deter online shoppers

Delivery issues continue to be a barrier to online shopping, reports Royal Mail. Retailers lost an estimated £2.7 billion in revenues last year due to problems surrounding delivery including not being able to choose a convenient delivery time, no online order tracking, no allowance for special delivery instruction, and hidden charges. To help bridge the gap between what customers expect and the service that is provided, Royal Mail worked with IMRG to produce a list of five golden rules:

1. Be flexible—give customers the option to choose the delivery dates that they want so that they can receive their order at the first attempt
To encourage more customers to shop online more often, retailers should provide a range of delivery days and, ideally letting the customers themselves choose the day when they are most able to receive the order.

2. Help customers to help you—accept delivery instructions and requests, as it will improve the chances of meeting your customer’s needs
Online retailers must be flexible in where and how they deliver, without compromising on security.  Modern delivery services are fully traceable, and retailers can show their credentials through third-party endorsement such as IMRG’s Internet Shopping is Safe.

3. Keep customers informed—let customers know when items are despatched and when to expect delivery, allowing them to track progress where possible.

4. Don’t be late—make sure customers’ goods are always delivered on time, and ensure you offer fast delivery options. 
Many shoppers resist buying certain items online through fears that they won’t arrive in time. It’s vitally important that online retailers can fulfil the delivery options they offer and despatch all goods on time.  Evidence also suggests that offering quicker delivery speeds is likely to increase business.

5. No surprises—explain your delivery service right at the start and be transparent with your delivery costs and returns policy as the customer shops.
While not all orders can be calculated up-front, online retailers should attempt to show clarity about delivery costs from the outset.
Retailers also need to offer a robust returns service, making this service transparent on their website so that customers know exactly what to expect in the event that they need to return goods.