Have Delivery Attempts Decreased and What Do Customers Really Want From Retailers Right Now?
E-commerce experienced dramatic changes following lockdown implementation in the UK. According to IMRG data, year-on-year online sales surged 37.4% in mid-April, with momentum continuing upward. We analyzed our proprietary data to examine how logistics carriers adapted and what customers now expect from retailers.
Key Statistic
Failed delivery attempts declined by 56% during the coronavirus period.
Failed Delivery Attempts Reduced
Our analysis revealed a significant 56% decline in failed delivery attempts during the coronavirus period. Several contributing factors explain this shift:
- The majority of Europe transitioned to remote work, increasing customer availability at delivery times
- Carriers prioritized contactless delivery options, allowing customers to designate safe placement locations
- These combined factors improved first-attempt delivery success rates significantly
Customer Engagement with Tracking Information
Customer interaction with shipping communications intensified markedly during this period. Customers actively sought reliable order status information amid delivery uncertainty, demonstrating heightened engagement compared to typical periods.
Email Engagement
62% of customers opened one or more emails per shipment during the crisis, compared to 57% pre-crisis -- a notable increase in open rates.
Tracking Link Clicks
26.3% clicked tracking links per shipment, increased from 24.9% previously -- showing customers were more eager than ever to track their orders.
Maintaining Customer Experience During Crisis
The data makes one thing clear: customers are paying more attention to shipping communications than ever before. Retailers must respond by taking ownership of the post-purchase experience:
- Assume control of shipping notifications from third-party carriers like DHL, Hermes, and UPS.
- Deploy branded, proactive, and personalized shipping communications that reflect your brand.
- Provide clear parcel location and estimated arrival information at every stage.
- Significantly reduce WISMO inquiries through proactive transparency and timely updates.
The pandemic has fundamentally shifted customer expectations around delivery communication. Retailers who invest in proactive, branded post-purchase experiences will be better positioned to build lasting customer loyalty -- both during crises and long after they pass.
Ready to transform your post-purchase experience?
See how parcelLab can help you turn every delivery and return into a loyalty-building moment.