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Report: EU shoppers demand better online fulfillment


European online shoppers continue to be intolerant of poor service.

As a result, retailers need to step up their game regarding shipping and fulfillment if they want to keep shoppers happy, according to the “JDA/Centiro Customer Pulse Report Europe 2016.” The study surveyed 8,190 adults online across the U.K., Germany, France and Sweden to learn their online shopping requirements.

The biggest priority among this customer segment is free delivery. Specifically, 80% of European online shoppers are willing to exceed minimum order thresholds if it qualifies them for free delivery or collection, data revealed.

While some retailers are responding with more “Click and Collect” services, consumers are demanding that brands stay on their game. Nearly two-thirds (63%) of respondents stated they would likely switch to an alternative retailer due to poor experience with an online home delivery, or when using a click and collect service. U.K. online shoppers were the least tolerant, with nearly three-quarters (74%) stating they would likely switch to an alternative retailer, the report said.

Retailers need to take note, as their shoppers are speaking from experience. More than half (54%) of European adults that used the service have encountered an issue, data revealed.

“Last-mile issues continue to negatively impact the customer experience, and they are more willing to go elsewhere if their expectations aren’t being met,” Jason Shorrock, VP, retail strategy EMEA at JDA. “The good news for retailers is that customers appear to be willing to exceed order thresholds if it qualifies them for free delivery or collection. Now more than ever, it is important for retailers to ensure they are offering outstanding customer service, or they risk damaging customer relationships and revenue.”

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