As the Office for Budget Responsibility recently reported that UK supply chain bottlenecks have been exacerbated by Brexit, new data this morning shows Britons are reporting far worse delivery experiences than consumers in France, Germany and the United States.
While the crisis is presented as ‘global’, UK online consumers are reporting disproportionate effects, with almost two-fifths (39%) claiming to have placed an order that never arrived, compared to just 18% in the US, 22% in France and 23% in Germany.
The research, conducted by operations experience management company ParcelLab, found that Britons were more disappointed than Europeans and Americans when it came to online shopping.
UK consumers reported widespread delays, with 41% of consumers online saying a package did not arrive when they needed it.
Only 23% of French online consumers reported a similar experience, while in Germany and the US they were 27% and 29% respectively, still well below the level seen in the UK.
Such uneven shopping experiences in the face of an alleged global supply chain crisis are testing consumers’ brand loyalty, with UK shoppers reporting greater willingness to punish and demand more retailers than their European and American counterparts.
35% of UK consumers online who had a negative experience said it made them reluctant to order from this retailer again, compared to 21% in France, 23% in the US and 25% in Germany.
UK online consumers who had a negative experience were also more likely to develop a negative attitude towards both the retailer and the delivery service provider as a result of a bad experience, almost half (49%) the same declaring that they had to contact customer service. to find out where their package is.
This has led UK consumers to demand more in response to below average delivery experiences.
Higher rates of UK consumers (61%) said they wanted retailers to notify them when packages were dispatched, while 66% said they would like the retailer to provide regular updates on the location of the package and an additional 47% want the option to view it on a map, while 65% said they would like to have immediate updates if there are issues and delays.
“Consumer expectations are not unreasonable as the pandemic has accelerated trends in e-commerce, with online shopping becoming the default option for many,” said Tobias Buxhoidt, founder and CEO of parcelLab.
“Consumers now expect an efficient and reliable delivery experience. [but] this is not currently delivered, especially in the UK.
Tobias Buxhoidt, CEO of parcelLab
“While some delays may be unavoidable, the key for businesses is to make sure the customer stays at the center of everything. Clear and transparent communication is of paramount importance so that expectations can be managed effectively, ”he said.
“The drive by UK consumers to punish brands that don’t prioritize customer experience shows how important it is to provide proactive support and consistent communication once the customer hits that order button,” these will be the companies that will be remembered the most and will gain the most brand loyalty, ”concluded Buxhoidt.