For online retailers, having a customer complete the checkout is only half the battle. Delivering that purchase to a customer – how much it costs, how long it takes and how easy it is to return - is perhaps the most important part of the customer experience.

Delivery partners play a crucial role in shaping brand perception, influencing customer satisfaction, loyalty, and ultimately, a retailer's success. 
 

The Impact of Delivery on Brand Perception

Often the final touchpoint between a retailer and a customer, delivery is the moment of truth that can significantly impact how customers perceive a brand. According to The Delivery Advantage report, customers judge a brand heavily based on their delivery experience. A smooth, reliable delivery can enhance the brand's image, while a poor delivery can erode trust and loyalty.
 

Key Factors in Delivery Experience

One of the primary factors affecting brand perception is the timeliness of delivery, with only 55% reporting consistent on-time deliveries. Key demographics like Gen Y, Gen X, and frequent buyers often experience lower on-time delivery rates, leading to frustration and potential brand abandonment after just one negative experience.

Customers also prioritise control and visibility throughout the delivery journey. The widespread adoption of real-time tracking, imminent delivery notifications, SMS updates, and live tracking underscores this desire. Retailers partnering with delivery providers that offer robust tracking solutions can build trust and enhance their brand reputation.

The quality of interaction with delivery personnel also matters. 42% of customers value a friendly and polite delivery experience, although only 21% care about uniforms. This indicates that the human touch in delivery can positively impact brand perception.
 

Strategies to Enhance Brand Perception Through Delivery

  1. Choose reputable delivery partners: Retailers should partner with reliable and reputable delivery providers to ensure a positive last-mile impact. This helps boost customer satisfaction and loyalty.
  2. Implement reliable tracking systems: Providing customers with real-time tracking and regular updates can significantly improve their delivery experience. Transparency builds trust, which is essential for positive brand perception.
  3. Prioritise customer service: Effective customer service can mitigate negative experiences. Offering multiple support channels, including phone, online chat and social media, is crucial. More than half of all shoppers consider both phone and online chat support very important when experiencing delivery issues.
  4. Ensure safe and secure deliveries: Damaged packages can erode customer trust. Retailers should focus on ensuring that packages arrive undamaged and are left in safe locations. Proof-of-delivery photos can provide additional reassurance to customers.
By prioritising all of these, online retailers can enhance their brand image and foster long-term customer loyalty. The delivery experience is not just a logistical challenge but a critical component of the overall brand strategy.

Team Global Express e-Care delivers progress for eCommerce

The shoppers have spoken, and we have listened. Our direct to consumer shipping solution is built from best-in-class technology and the latest research on what shoppers and retailers want from the delivery experience.

 

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