A new study, using YouGov data, has revealed widespread mistreatment of consumer parcels by delivery firms with 8.9 million UK shoppers receiving a damaged parcel.
The research, conducted by post purchase platform provider ParcelLab and YouGov, also found 32% of UK consumers report having their time-critical or high-importance parcels left outside, unprotected from the rain. While, 19% reported parcels left with a non-specified neighbour, 18% had to locate parcels in a dustbin and 18% reported parcels delivered to the wrong address.
ParcelLab stressed such disregard for the consumer purchases during the delivery process erodes trust in businesses and causes many to reevaluate which retailers they order from, and which couriers they use. Nearly two thirds (63%) of UK shoppers blame the delivery company or courier when they stay at home for delivery and the item is not delivered. A further 20% blame the brand or retailer they have ordered from.
Furthermore, UK shoppers are much more likely to punish retailers for late or failed delivery at a higher rates than their American counterparts: 36% would choose not to order from that retailer again, compared to 34% of Americans. With 57% of UK consumers complaining to customer services team compared to 48% of Americans.
Poor standards of delivery for ecommerce orders could be hurting the bottom line for brands, the report warned. Nearly a quarter (23%) of UK shoppers would actively inform their friends and family to not order from a retailer following a bad experience providing a major headache for companies trying to drive loyalty through peak season.
“The final steps of the delivery process should not be a period of concern, but one of excitement for consumers and opportunity for retailers,” said Tobias Buxhoidt, CEO and founder ParcelLab.
“Simple steps can be implemented to alleviate concerns of a damaged order, from order tracking and management to complete transparency when issues do arise.
“With peak season approaching and businesses under increasing financial pressures, it is imperative that complete customer experience—from shopping to purchase to delivery – is at the forefront of retailers’ minds.
“Maximising loyalty is a crucial way to stay competitive and keep customers onside through difficult times. Those that dismiss the demand for a high quality customer experience will almost certainly see the impact in their bottom lines.”