10/05/2018 Barry Marelli

THE IMPORTANCE OF THE LAST MILE

You’ve spent the last few days furiously searching online for the perfect Mother’s Day present and you finally strike gold. In a hurry, as your lunch break is coming to an end, you add the product to cart and head on to checkout.

You fill in your bank details and go to select your delivery option, then BANG, it hits you – Free Delivery on Carts over $200 or “Express Delivery” that takes 5 days and costs $20.

Reluctantly, you abandon your cart, and Mum gets flowers from the local Coles servo.

Delivery methods need to be customisable, allowing customers to tailor the experience to suit their individual needs. Customer expectations have increased, and so should the options available to them.

As recently discussed at Magento Imagine, shipping is not just delivery anymore, it is part of the customer journey. Too many retailers are falling short at the last mile, and this is leading to either dissatisfied customers or a big increase in abandoned carts.
Some key notes include –

  • Simple tweaks to UX with introducing shipping costs and options earlier can have a positive impact on customers completing their orders.
  • Optimised warehousing, via automation, leads to faster processing and an improvement in delivery times.
  • Providing customers with the ability to select alternative delivery locations is a feature that has steadily increased, increasing customer satisfaction.
  • Improvements to the “return process” by offering it free of charge encourages customer loyalty.

Leading retailers are now offering their customers flexible delivery options like same day delivery before 12pm, next day delivery, free in store click and collect and pick up via parcel lockers. This is a growing expectation from an Australian consumer and we see retailers losing customers as they don’t offer offer these services. (Luke H , Online Strategy Consultant)

In the dynamic world of eCommerce, IT capability can outstrip a retailers’ ability to maximise the effectiveness of the tools they own or are about to select. Playhouse commercialises the eCommerce proposition for its clients and manages their digital journey in four key areas – Strategy, Design, Mentoring, and Implementation.

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