In a paradigm shift, consumer confidence leans heavily towards post-purchase delivery updates directly from the retailer or brand, with a substantial 59% of UK customers expressing heightened trust in this mode. The latest insights from the ‘Last Mile Delivery’ report by Scurri and IMRG underscore the imperative for retailers to actively manage real-time post-purchase information and communication, rather than solely relying on external delivery partners.
Based on original research involving 1,000 UK consumers, the report reveals a significant desire for personalized offers within tracking and shipping updates, with 54% of respondents seeking this level of engagement. This presents a unique opportunity for retailers to leverage personalized post-purchase communications, fostering customer loyalty and transforming one-time buyers into repeat purchasers.
Strategic deployment of targeted discounts emerges as a potent conversion driver, with 61% expressing interest in discount codes in tracking update communications. Following closely, 56% find appeal in the prospect of free delivery on their next purchase, particularly pertinent during a cost-of-living crisis.
In a retail landscape where post-purchase phases are often managed by external parties, the report highlights the untapped potential of this critical stage in the customer journey. Andy Mulcahy, Strategy and Insights Director at IMRG, emphasizes the high engagement levels during this phase, warning that a negative experience, such as delayed delivery or an unsatisfactory response to a «where is my order» (WISMO) query, can swiftly undo prior positive experiences.
As retailers navigate this landscape, seizing control of direct communication channels becomes paramount for building trust and securing positive customer outcomes. In a digitally-driven era, retailers are urged to optimize their post-purchase strategies, ensuring active engagement and personalized communication to drive customer satisfaction and loyalty.
