In the bold new world of retail, surprisingly few retailers
are closing the loop on the multi-channel consumer. Recent supply chain research
published by Telstra has reported on the huge gaps between what
customers want and what they are being given by retailers. Telstra’s paper shines a light on the
current state of the industry in Australia but also highlights a massive
opportunity for those retailers looking to cut through and differentiate
themselves in a commoditised world.
What do modern consumers want?
In a word: Choice.
One of the biggest draw cards of online shopping is that it’s
available anywhere at any time. This seamless experience is how consumers
expect their delivery to be as well. These options can be as simple as enabling
Authority to Leave (ATL) on deliveries and offering both standard and express
services; or could involve more customised options such as allowing delivery to
parcel lockers.
If customers are increasingly using mobiles to make
purchases on the go how can we assume that they will always be home to accept a
delivery? In the same way that retailers have adopted responsive design within
websites, they now need to factor increasingly mobile customers into their
fulfilment process and offer delivery options accordingly.
Why it matters
Retailers no longer compete with the companies directly around
them, they’re competing with businesses all around the world. Customers have
access to more choice for their purchases than ever before which makes holding
onto customers extremely important. The average cost of retaining an existing
customer is approximately 5 times less than capturing a new one. However, you
won’t have much chance of keeping your customers if they have a poor
experience.
Telstra’s research shows that 50% of Australian online
shoppers have had a problem with delivery and our own data shows that of
customers who have a poor delivery experience, i.e the carrier didn’t deliver
on time, 79% will not return to that merchant within the following 6 months.
With a whole world of retailers competing for your customers, it’s more important
than ever to provide them with a hassle free shipping experience.
Catching up with Consumers
By sticking to the status quo there are no winners. Our
current, rigid processes penalises customers for not conforming to them, resulting
in more work for delivery drivers and costing retailers in both redelivery fees
and lost customers. The logistics industry is by no means straightforward and
requires an industry lead ecosystem approach to solving these challenges.
To craft shipping experiences that truly surprise and delight
customers would be almost impossible for most retailers to achieve alone. Just
as they might engage with marketing agencies and external advisors to craft
their brand and products, they must also forge relationships with technology
partners and logistics providers that will allow them to meet the ever-changing
service requirements of their customers.
For more insights into changing customer expectations around
delivery, read Telstra’s Personal Supply Chain White Paper which
includes a contribution from our CEO Carl Hartmann.