State of Post-Purchase Experience Report finds 42 percent of shoppers don't trust their packages will arrive on time and nearly half expect their package might get damaged.
On-time delivery and easy returns ranked as key to influencing repeat purchases.
SAN FRANCISCO, CALIF., January 18, 2017 — Addressing anxiety after customers make a purchase is key in driving retail sales according to the State of Post-Purchase Experience Report published today by Narvar, a premium post-purchase experience platform. Narvar conducted a survey of more than 1,000 U.S. adults that have shopped online in the past year to analyze how they feel when engaging with brands in the critical new moment of truth between purchase and fulfillment and what this means for retailers.
Consumers will spend over $4 trillion in online retail by 2020, up from $1.5 trillion in 2015 according to eMarketer. Retailers have an opportunity to capture their share of this massive market, if they are able to evolve with consumers’ changing online shopping behaviors.
Shoppers are increasingly frustrated or anxious with online purchases and express concerns about damaged packages, on-time delivery, returns and more after they click buy. Almost half of shoppers (49 percent) worry about their package being damaged while in transit, and 42 percent of shoppers don’t trust that the package will arrive on time. A retailer’s ability to make the post-purchase experience seamless can be the difference between a one-time transaction and loyal, repeat customer.
The survey found that across the board, an on-time, easy delivery experience was ranked over loyalty points, responsive customer service, and association with a good cause, among others when it comes to becoming a repeat customer. Consumers also want to shop with companies that make the return process as painless as the purchase process; 70 percent of consumers saying an easy return or exchange is likely to make them a repeat customer.
“Shopping today can feel like a lot of work, and no longer delivers that sense of wonder or excitement it once had. This study shows that after people purchase is a critical time for brands to make the sure the experience is completely effortless,” says Amit Sharma, CEO of Narvar. “When done right, savvy retailers will be able inspire greater customer loyalty and repeat sales as a result.”
The Amazon Effect is No Longer Unique to AmazonThe ‘Amazon Effect,’ the idea that Amazon’s fast and free shipping approach allows the company to differentiate itself and capture greater market share, is no longer exclusive to Amazon. Shoppers today hold all retailers (including Amazon) to the same high standards for the post-purchase experience. Retailers that are able to create effortless and engaging experiences after customers click buy have an opportunity to increase sales and customer loyalty.
Shipping Uncertainty and Hassle Plagues Shoppers Consumers have numerous anxieties related to the post-purchase experience, spanning delivery timing, trust, package damages and returns. These concerns are present year-long, though in-store anxiety exceeds shipping concerns during the holiday season. Retailers can create a better post-purchase experience by removing shipping uncertainty and hassle.Timing:
Holiday Store Anxiety:
Communication Preferences Are Evolving, But Kindness Still Counts The way brands and shoppers interact has evolved dramatically over the years, as new technology offers opportunities for engaging in new and unique ways. With so many choices on where and how to engage, brands need to be aware of what different consumers are looking for from their retailers.
20-somethings Crave Community, Even in Their ShoppingShoppers under the age of 30 have a unique set of preferences, shopping habits and beliefs that influence their purchasing decisions. Brands that want to reach this growing market of online shoppers need to be aware of their unique expectations from the brands they engage with.
A report detailing the findings of the survey is available online at Narvar.com.
Andria is Global Director of Marketing & Communications at Narvar. She grew up in entertainment at iconic brands like EMI & MTV before pivoting to ecommerce, most recently at Walmart.com.