A new report from delivery management platform provider Scurri has revealed that consumers prefer delivery updates direct from a retailer rather than an unbranded alert.
According to the Getting personal in the last mile and beyond report, 81% of the 1,000 UK consumers surveyed said they would always open delivery updates from a retailer or brand, while less than a fifth (38%) always open unbranded updates detailing the progress of their delivery.
The report highlights that unbranded delivery updates risk eroding trust amongst shoppers, who are increasingly intolerant of bad customer experience. 69% of respondents indicated that they are wary of third-party delivery updates as they think they might be scams – increasing to three-quarters (76%) of Gen Z shoppers.
Additionally, 53% of respondents find receiving unbranded updates from a carrier or courier company confusing as they don’t always know which order it is referring to – increasing to 65% of Gen Z and Millennials – indicating lost opportunities amongst prolific and online-first shoppers.
“The standout finding is that customers will open emails if they are from the retailer or brand as distinct from a third-party courier or carrier. And, while fulfillment companies can also start to personalize updates, there still appears to be no better or more impactful solution than direct communications from the retailer,” commented Rory O’Connor, founder and CEO, Scurri.
Once opened, delivery update emails offer brands and retailers the opportunity to further engage with shoppers based on their personal preferences with more than half of respondents (55%) saying they are happy to receive personalized offers in tracking and shipping updates but only if they can opt out of ongoing brand communications once the item is delivered. Meanwhile, a further 42% of shoppers said receiving personalized offers in delivery updates is a benefit that makes them more likely to repeat purchase.
“At a time when it is becoming increasingly expensive to acquire and retain shoppers, and even more difficult to get customers to convert for both structural and economic reasons, a well-orchestrated and personalized post-purchase strategy gives retailers an opportunity to move closer to shoppers and delight them with an excellent experience which grows direct customer relationships and encourages repeat purchases,” O’Connor added.
For more key takeaways from the report, download it here.
For more on customer engagement, click here.