New research suggests that
speedy delivery and premium packaging will strongly influence the trust and
loyalty customers have to a brand.
Dotcom Distribution, a
logistics and fulfilment company based in New Jersey, USA, have just conducted research
which shows that speed of delivery is so important to their customers that 87%
of online shoppers cited it as a key factor in whether to use an e-commerce
brand again.
The research also found
that 67% of online shoppers would happily pay more to get same-day delivery if
they had a deadline to receive a package, while 47% would pay more simply
because they want their package more quickly.
However, according to
the study, fast delivery is not the only factor that has a major impact on
customer loyalty. Online consumers are also attracted by the aesthetics of
branded packaging. It found that 40% of online shoppers would be ‘more likely’,
or ‘much more likely’, to buy from a retailer that offers premium packaging.
In addition, the same proportion
of shoppers said that branded or gift-like packaging affects their perception
of the brand that sent the purchase to them. In fact, more than
two-thirds of the respondents (68%) said that branded packaging makes the brand seem
more upmarket, while 61% said that nicely packaged goods made them 'more
excited' about receiving or opening the package.
According to Maria
Haggerty, CEO of Dotcom Distribution: "It's incredibly important to
leverage customers as brand advocates. In e-commerce, retailers are learning
what they have to do to encourage customer loyalty and increase positive
reviews about their brands.”
So the learning point
from this research is very clear. If you sell goods online, then speedy
delivery and good quality packaging are both vital factors in encouraging
customer loyalty to your brand.
REFERENCE
Dotcom Distribution, Edison, New Jersey, USA, September 2016.
REFERENCE
Dotcom Distribution, Edison, New Jersey, USA, September 2016.