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Study: Delivery time impacts online shoppers’ purchase decisions


Tom Cruise isn’t the only one with “a need for speed.” Now it is also a business imperative for online shoppers.

Shipping speed is so important to online shoppers that 87% said this category was a key factor when deciding whether to shop with an e-commerce brand again, according to “How Fast Delivery and Quality Packaging Drives Customer Loyalty,” a report from Dotcom. Sixty-seven percent of online shoppers would pay more money to get same-day delivery if they needed the package by a deadline, such as an anniversary, while 47% would pay more for same-day delivery simply because they wanted their package more quickly. Both statistics demonstrate that consumers distinguish between a need and a want, yet desire fast shipping when available, the report summarized.

Besides promoting good service, consumers believe expedited shipping also strengthens their long-term relationships with a brand. For example, 40% of online shoppers said faster delivery would increase their trust with a brand, the report said. Meanwhile, companies that do not provide visibility into the status of a package throughout the fulfillment and delivery process turns off 47% of shoppers.

After fulfillment, consumers are also influenced by aesthetics. In 2016, 68% of online shoppers reported that branded packaging makes the brand seem more upscale, compared to 60% in 2015. Meanwhile, 61% said that branded aesthetics get them more excited about receiving/opening the package, compared to 49% in 2015.

More importantly, half of online shoppers (50%) said the use of branded or gift-like packaging for online orders makes them more likely to recommend the product to friends, the report said.

“E-commerce is taking over the retail market, so brands must ensure they take advantage of the opportunity to deliver the packages that customers expect in the most personal way,” said Maria Haggerty, CEO of Dotcom Distribution. “Fulfillment and a coveted unboxing experience is a huge part of that.”
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