The peak season poses special challenges for retailers, especially with regard to shipping. But what do customers want from shipping during the time of gifts? This article provides an overview of the most important customer expectations.
Meeting high standards in difficult times
With the peak season, retailers are once again approaching the time of the year with the highest sales. However, at the same time, it poses major challenges for retailers. In addition to a traditionally very high order volume, in 2022 the problem of the supply chains is on the list of these challenges. Many products that are in greater demand than usual during the peak season are currently difficult to obtain or have long delivery times. This applies above all to technology that comes primarily from Asia. But other goods have also become increasingly difficult to deliver in recent months. However, what has not changed despite the difficult circumstances is what customers expect from e-commerce. It should continue to offer the usual customer experience – especially with regard to logistics. Because during the peak season, it is not only important that packages arrive, but also how packages arrive.
Customer requests for shipping in the peak season
The big question that now arises for retailers: What do their own customers expect from the shipping of their packages? During the peak season, some well-known customer requirements for shipping are even tightened again. It is therefore worth taking a closer look at the current needs.
1. Speed is the be-all and end-all
At the end of November and December in particular, customers are once again paying more attention to the shipping of their packages, as they are often gifts. And of course these should arrive as quickly as possible – at least by the guaranteed delivery date. The higher the order volume, the more difficult it is for retailers to meet this requirement. But how fast is really fast? Most customers want standard shipping to be delivered within two to three days. It is important for them to be given a specific delivery period in the shop when they make the purchase. For example in the form of a Last Delivery Day, i.e. the latest possible delivery time. In addition, more and more customers see it as a service for retailers to be able to choose between different shipping options. Customers therefore primarily expect fast shipping with specific delivery times. For retailers, this means two things in particular: Firstly, expanding communication and keeping customers constantly informed about delivery times and the status of the current order. Secondly, merchants should offer different shipping options – especially express shipping. In this way, they can meet customer requirements in the form of fast and transparent deliveries.
2. Desired flexibility in delivery
In general, flexibility has become one of the most important criteria when it comes to shipping. Both in terms of the delivery time and the type of delivery. For example, many customers wish to be able to determine the day of delivery themselves. They also expect various options for receiving parcels, such as delivery at home or picking them up at a delivery point. According to Statista surveys, due to the corona pandemic, 52 percent of customers in Germany prefer contactless delivery, 18 percent prefer the pick-up station. The expected flexibility in delivery is one of the biggest challenges for merchants. Logistics management must run smoothly and, among other things, reliably transmit shipping-related information. The tracking must work perfectly and, above all, be offered. This works with the right logistics partner at your side.
3. Relative Shipping Costs
Free shipping is viewed more critically today than it was a few years ago. This development has accelerated, among other things, due to the Ukraine conflict and the associated increase in transport costs. But there is also a rethinking on the customer side: In the meantime, there is more understanding among customers when shipping is no longer free than it was a few years ago. One reason for this is the growing awareness of more sustainability. According to postnord’s E-Commerce in Europe Report, customers are even willing to pay more shipping costs for environmentally friendly shipping.
Nevertheless, retailers should make sure to calculate the shipping costs appropriately. One possibility can be to offer free shipping in combination with a minimum order value. Because even if customer behavior with regard to shipping costs is slowly changing: paid shipping is still an inhibition threshold and influences conversion. Overall, it is important to continue to monitor the trend away from free shipping towards proportionate shipping costs.
Conclusion: Successful shipping for a successful customer experience
The many challenges of the peak season 2022 do not lower the demands of the customers. On the contrary: they even increase them, because customers are paying more attention than ever to the shipping and delivery times of their gifts. A successful shipping process is therefore essential for a successful customer experience. Outsourcing the logistics for the peak season can be of enormous help for retailers. Logistics partners such as PARCEL.ONE support customers with the right, affordable shipping options so that they get the best customer experience. And of course that can also go beyond the peak season.