Online orders causing customers problems

Retailers are not yet providing a widely satisfying eCommerce service, according to new research released this week.

Some 47% of UK adults questioned in a survey by supply chain solutions provider JDA Software and Swedish logistics business Centiro said they had experienced problems with online orders in the last 12 months. The 'Customer Pulse 2015 Report' found that of the shoppers who had experienced problems, 46% reported late deliveries and 40% stated they had received a missed delivery card despite being at home to receive the order.

The study of 2,093 UK adults also looked at the returns process and some of the new fulfilment options now offered by retailers. 63% of people said the ease of being able to return items is now a factor when choosing an online retailer, while 55% who have bought clothes online return at least one item per year.

In addition, 49% of respondents who have made an online purchase in the last 12 months used click & collect services, but almost half of these consumers encountered issues that potentially damaged their customer experience. This was a jump of 17% compared to last year, which JDA and Centiro suggested may highlight potential growing pains for retailers as they look to scale this method of fulfilment.

Jason Shorrock, retail strategy director at JDA, commented: "As online retail continues to grow, so too have consumers' expectations.

"What they want is an 'anywhere, anytime' fulfilment service that is convenient and reliable. No longer are consumers prepared to wait at home for a courier to deliver a parcel, or wait days before they can visit a store to collect their goods. Today's consumer is not only dictating how and when they would like to receive goods, but reserving the right to make adjustments up until the last minute."

Bad experiences could have a lasting impact, according to the results of the survey, with 56% of respondents who experienced problems at peak times in the last 12 months saying they would be unlikely to shop with the same retailer this year.

"This underlines the need for retailers to ensure customer service excellence is maintained all year round, even during testing peak times," Shorrock commented.

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JDA Software