EU retailers failing to meet customer expectations

Only half of EU retailers offer express delivery, and only six per cent provide same-day delivery, according to new research by company Radial.

The Radial eDelivery Index 2017 found that EU retailers are failing to meet customer expecations beyond the point of purchase across the UK, Italy, Germany, and Spain.

The omni-channel technology company said the research reveals that: “When it comes to delivery and returns consumer convenience is a top priority. In terms of delivery choices, many retailers have caught on to the advantages of offering flexible options, with 2.7 options available on average – while the UK firmly leads the way with 4.4 delivery options.”

However it said that charges on any of these options will soon be a deterrent – with findings that 79 per cent of retailers now offer free standard home delivery, and 95 per cent offer free Click & Collect as an alternative to paid postal service.

“This research shows that for European retailers today, a ubiquitous omnichannel offering is simply not the reality,” said Ben Willis, managing director international at Radial. “These findings are a proof point that today’s retailers need to reassess their customer experience strategy to look at the bigger picture.

“The ubiquity of online and mobile commerce means that brand competition has reached previously unimaginable levels and is threatening to destroy customer loyalty altogether.

“The likes of Amazon have created consumer expectation for a whole new level of customer experience – and this needs to be considered when it comes to delivery and returns. For retailers to deliver a true omnichannel experience they need to consider how they engage with customers beyond the point of purchase, prioritise delivery and returns that meets the needs for customers – ensuring repeat business.”