Retailers neglect delivery preferences as 24% of shoppers seek early shipping details

A new report reveals a significant disconnect between retailers and shoppers regarding delivery information, with most brands failing to provide timely delivery details early enough in the customer journey.

That's according to research by delivery management and post-purchase experience software provider Scurri, which highlights the gap between retailers’ perceptions and customers’ expectations through a new report.

It comes as 24% of shoppers want product delivery options to be served before they start the checkout process, but only 9% of brands and retailers provide this information at this early stage of the customer’s buying journey.

In fact, only 6% of businesses believe customers want to see delivery options before the checkout process begins. In contrast, 22% of shoppers prefer to have this information before the first stage of the payment process.

Moreover, while 20% of retailers believe customers want to see delivery options when adding items to their basket, only 11% offer this feature.

Scurri sees this gap as evidence of a clear disconnect in understanding just how crucial delivery options have become in driving conversions.

Rory O’Connor, founder and CEO of Scurri, said: "Running second only to product assortment in the consumer’s hierarchy of needs are definitive delivery details and the reassurance that the product the customer wants will arrive when they need it.

"The sooner retailers can introduce delivery information and choice into the customer journey, the better. Knowing exactly when and how the product they want, or need, will arrive clears important purchasing hurdles and takes the shopper one step closer to the buy button."

The report also reveals that 38% of shoppers - increasing to 43% of 45 to 54-year-olds - look for delivery information before they begin selecting items. Additionally, 51% of 18 to 24-year-olds want confirmation of delivery options once they have added products to their shopping carts.

When asked to rank the important considerations driving their customers’ delivery choices, UK retailers identified speed (40%), cost (31%) and flexibility (27%).

Meanwhile, from the shopper’s perspective, 39% said the additional cost of home delivery caused them to abandon a purchase, followed by slow delivery options (26%) and a lack of free delivery (25%).

"UK retailers need to ensure they are providing a range of delivery options that cater to their customer base. Speed is the predominant driver for younger shoppers, while older shoppers still expect free delivery," added O’Connor.

"By working with a carrier management platform, brands and retailers can set rules that tailor carrier selection, allowing businesses to control costs and offer customised checkout options that give customers the confidence to convert."