Dive Brief:
- Shoppers want more visibility into the journey of their orders than what companies offer them. While 42% people want periodic updates, only 26% of online retailers offer them, according to a survey of 8,000 consumers and more than 800 companies released Tuesday by ShipStation and Retail Economics.
- Customers also care about how they get their updates. In the U.S., more than 2 in 5 shoppers want real-time texts about the status of their package, 1 in 3 prefer email updates, and more than 1 in 5 want to check a webpage or app.
- Brands should know their audiences and tailor their delivery communications accordingly, but they should also be aware of generational differences, ShipStation and Retail Economics said. Baby Boomers stand out as the only age group that prefers email over text updates.
Dive Insight:
As customers come to expect more insight into the state of their digital purchases, ShipStation and Retail Economics believe real-time tracking, including live GPS and exact arrival times, will become the standard in the future.
Companies need to offer updates through multiple communication channels, according to Jadah Hawkins, SVP and global market leader for retail and e-commerce at Alorica. Email and SMS are the most common mediums, but a brand’s mobile app or even a social media channel are also potential options.
Customers should also have the opportunity to access delivery updates themselves, according to Hawkins. A customer may want to track a certain package particularly closely, and they should have ready access to tracking pages or apps with the relevant information.
“If I want to go in three times a day to see where my package is, then I’m empowered to do that,” Hawkins told CX Dive. “Giving them opportunity and avenues through which they can self-manage their experience is important.”
Brands should also make it easy for customers to contact a call center if they detect a problem with their delivery, according to Hawkins. “Don’t have me go Easter egg hunting for an 800 number,” she said.
Instead, companies should provide the relevant number or live chat link in the same place customers choose their preferred automatic updates, Hawkins said.
