Online shoppers prefer control to speed, says Deutsche Post DHL study

Rather than speedy deliveries, online shoppers prefer to be able to nominate delivery times and locations, according to a new study by Deutsche Post DHL Group.

They also want greater visibility, such as easily accessible shipment tracking and details of the delivery company.

“Speed isn’t everything,” says DHL eCommerce CEO Charles Brewer. “Through the survey of more than 1000 online shoppers in Germany, we found out that 78 per cent of them wish to specify the time for their deliveries, while 68 per cent want control over the arrival date for their orders.

“Online shoppers also gain satisfaction from a greater choice of delivery location, with 94 per cent of respondents saying they are very happy when they can specify parcel lockers like DHL’s Packstations as alternative delivery addresses, while one in every two say they would like the option to have delivery to a trusted neighbour in their absence.”

The trends are similar in Asia Pacific. “In a region where fast deliveries have become the norm, Asian e-tailers can no longer differentiate themselves on speed alone,” says DHL eCommerce Asia Pacific CEO Malcolm Monteiro. “We’ve also seen a growing number of e-tailers in Asia seek greater customisation and flexibility in the range of delivery options we offer their customers.”

Quick deliveries are still important for some buyers, favoured by 66 per cent of those surveyed.

Also, 88 per cent of online shoppers want direct access to shipment tracking, while 84 per cent want to know the name of the company making the delivery.

“A successful delivery is no longer solely determined by the speed of the last mile – it requires a whole new level of digital infrastructure, from real-time fleet tracking to SMS alerts and mobile apps,” says Monteiro. “Providing that level of visibility determines how much trust customers will put in any eCommerce brand, and how effectively it can grow and maintain customer loyalty.”