There are major headwinds facing online traders. The latest IMRG data shows that the UK eCommerce market has recorded five consecutive weeks of negative growth for the first time since February 2020. So in tough times, how can retailers continue to grow? One critical element of future-proofing an online retail business is to focus on customer experience.
Buyers have higher expectations of the quality of their experience from checkout to front door. Ensuring that the experience is positive is of the utmost importance. Post-purchase experience, or everything that happens after a customer clicks pay, is proving to be what online retailers are judged on.
However, the eCommerce delivery experience can be difficult to get right on a consistent basis. The best way to put in place a scalable process is to remove friction by connecting all aspects of the order, shipping, and delivery process.
Integrating your eCommerce store, logistics, and customer systems via the cloud can help eliminate any gaps. Through the use of an API that feeds real-time tracking information into a single integrated system, retailers can be proactive in providing up to date shipping updates to their customers. By plugging into an existing API, connectivity with multiple carriers is maintained by the platform provider. This allows developers to focus on more strategic tasks. Real-time tracking information means that when ‘where is my order?’ queries do come through, customer service teams can provide quick and accurate support.
From a retailers perspective, when it comes to delivering the goods to the customer, having flexible and personalised delivery options at checkout such as expedited shipping, click and collect, and collection point pickup, converts more buyers, particularly in the current market as timed delivery, personalised options become more and more popular. In fact, we know that 86% of UK shoppers prefer when retailers offer a variety of delivery options. Therefore retailers must increase and ultimately integrate carrier selection in order to be able to offer different kinds of delivery options in a cohesive and efficient way.
A delivery management platform enables retailers to manage all carrier data easily, in one place. This has a profound impact on the overall customer experience but also streamlines order tracking for the retailer. Manual tasks such as labelling can be automated, with one template working for multiple carriers. This ensures accuracy and decreases failed deliveries. These systems can also look at a customer’s preferred and personalised delivery options and can pair the appropriate carrier to the order, ensuring the parcel arrives on time.
Connecting multiple systems through a delivery management platform also offers retailers precise, real-time shipping data, so support teams have a complete toolbox to answer any and all queries quickly and efficiently. Retailers can then take a more proactive approach to deliveries by providing tracking updates on a continuous basis, long before the customer feels the need to reach out for support.
As peak season fast approaches, a platform that automates carrier selection, and integrates eCommerce shopping sites and customer systems, can ensure that a surge in orders is managed better. Above all, it means your customers are informed, happy, and far more likely to return.
With integrated systems you have access to information on online orders, shipping, and delivery when you need it. With delivery speed, cost, and reliability metrics to hand, your whole operation will benefit, as you identify areas for improvement and take positive action to improve the customer experience.
After all, it’s all about getting parcels into the hands of your customers as efficiently, affordably, and seamlessly as possible.
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Fergal O’Carroll is the chief revenue officer at delivery management company, Scurri, with responsibility for sales strategy and execution.
His prior roles include EMEA vice-president for commercial sales with Teradata for eight years; prior to that, he was managing director of business intelligence solutions with Avnet Client Solutions for 13 years.
Fergal holds a BA in Business Studies from the University of West London and is a native of Dublin, Ireland.
