A survey commissioned by Delivery Experience Platform Sorted has highlighted the disparity between consumer expectations and retail leader perceptions regarding the post-purchase experience. Only 18% of retail leaders believe the post-purchase process can be significantly improved. A staggering 83% of consumers think there is room for improvement. The survey consisted of 1,000 consumers and 250 retail leaders across the UK.
It revealed that 93% of consumers consider the post-purchase experience to be important. However, only 40% of retailers believe that the post-purchase experience is fully optimised. It indicates that retailers need to invest more in their delivery experiences to fully meet growing consumer expectations in an increasingly competitive landscape.
Both consumers and retail leaders agree on the overall importance of the post-purchase experience. 93% and 74%, respectively, acknowledge its significance. The existence of a 20% disparity underscores that retailers still have a considerable distance to cover to fulfil customer expectations.
Making a difference
Of particular concern is the impact of a poor delivery experience. Seventy-nine percent of consumers admit they would be deterred from purchasing from a brand again if they encountered a subpar post-purchase experience. This highlights the critical need for retailers to prioritise and enhance their delivery processes to avoid losing customers.
The survey also reveals that 60% of retail leaders who have invested in improving the post-purchase experience report seeing an increase in sales and revenue.
“The notion that ‘the customer is always right’ is a guiding principle in the retail sector. This data suggests that our industry could – and should – be doing more,” said Carmen Carey, CEO of Sorted.
“It’s becoming increasingly evident that the post-purchase experience shouldn’t be a secondary concern. From preventing potential lost sales and maintaining brand credibility.
“To delivering a seamless and personalised experience for each customer, focusing on post-purchase experiences is key. Customers see the value in this aspect of the journey, and so should retailers. It makes a big difference.”
Key survey highlights
Only 18% of retail leaders believe the post-purchase experience could be significantly improved, compared to 83% of consumers.
79% of consumers admit they wouldn’t purchase from a brand again after a bad post-purchase experience.
Enterprise Times: What this means for business
In today’s delivery landscape, good experiences simply aren’t good enough. It takes an outstanding delivery experience to differentiate. There have been several surveys and research projects exploring the importance of the post-purchase experience in the eCommerce process. Increasingly, consumers want faster, cheaper, and more transparent shipping practices. Furthermore, they prefer businesses that rise to the occasion.
Several pieces of research, including Sorted’s survey, outline the impact of a poor delivery experience. The headline figure was 79% of consumers admitted they would stop buying from a brand again if they encountered a poor post-purchase experience.
The report highlights the negative impact of poor delivery experiences on consumer attitudes. It highlights how it is useful for retailers to empower customers’ journeys with positive user experiences. This includes giving customers the ability to track deliveries and returns or exchange parcels effortlessly. The key business challenge for enterprises will be to increase customer conversion rates and enhance consumer loyalty.
