According to new research from ParcelLab and YouGov, nearly nine million UK shoppers have received a damaged parcel before.
Almost one in three (32%) UK shoppers report having found their time-critical or high-importance parcels left outside, unprotected from the rain.
A further 18% have previously discovered their parcels in a dustbin, 19% with a non-specified neighbour and 18% at the wrong address.
The parcel delivery firm sent a warning out to brands saying that 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.
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UK shoppers are more inclined to ‘punish’ retailers than US counterparts, the study found. Over a third of consumers (36%) would choose not to order from a retailer again if they received a damaged parcel.
An estimated 2.6 million UK shoppers reported finding their essential parcels in a garden hedge, demonstrating the extent of parcel mistreatment and challenge to reestablish trust in the delivery process.
By the same token, well over half of Brits (57%) would complain to the customer services team compared to just (48%) of Americans.
During a period whereby inflation and tough economic circumstances are battering businesses and consumers alike, poor standards of delivery for online orders may be hurting the bottom line for brands.
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,” ParcelLab founder and CEO Tobias Buxhoidt commented.
“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.”
Systematic issues facing the UK economy and supply chains continue to impact the trust consumers have to order online, the study found.
Nearly a third of consumers said that supply chain issues continue to impact their faith in online delivery. An extra 23% cite Brexit border issues and 15% point to HGV driver shortages as we approach the busiest and most important. period for UK retailers.
