As workers at Royal Mail announce four days of strike action towards the end of the month, new research has uncovered that just over four in ten (42%) UK consumers have only ‘a little’ trust that time-critical or high-importance items such as prescription drugs, bank or credit cards and passports will arrive on time, while 22% lack trust that such items will arrive for when they are needed by.

The research, conducted by leading Operations Experience Management platform parcelLab and YouGov, reveals that the mistrust from consumers follows widespread delays to the shipping of essential items. Nearly half (46%) of respondents have experienced a late arrival of a time-critical or high-importance item in the last three years, while one in ten (9%) note that they have experienced late delivery over four times in the past three years.

The study also reveals the top five time-critical or high-importance items that UK consumers have either received late or not at all – due to a lost delivery – over the last two years:

Lack of delivery confidence is driving hesitancy 

Worries of potential delays or losses are now impacting consumers purchase decisions, with over a third (35%) of UK consumers reluctant to order a high-importance or time-critical item for home delivery if they read negative reviews about the supplier’s delivery service. Just under a third (30%) report feeling hesitant if they have previously had a failed delivery or negative experience when ordering a similar item, and the same proportion are unsure about ordering if it’s an essential item for a holiday, such as a passport or clothing. Over a quarter (29%) are reluctant if they know it may be difficult to find a replacement item in person if it does not arrive in time or gets lost, and the same amount (29%) feel unsure about placing the order if the supplier or retailer uses a particular courier or delivery company that they do not rate.

Tobias Buxhoidt, Founder and CEO of parcelLab, commented: “Delivery delays and parcel damage are sometimes helpless features of ordering items online. Consumer angst does not stem from this however, but rather the fact that too many retailers, brands, and others responsible for the delivery of high-importance items forget the basics when it comes to high quality communication and a commitment to order resolution. As a result, brands are at risk of losing customers who are now fed up with the uncertainty and anxiety that comes with placing this type of order online.”

 Rebuilding consumer trust and driving loyalty

Despite the current crisis of confidence of UK consumers when it comes to ordering mission critical items, the study indicates that there are ways for businesses to help overcome these worries and rebuild trust with shoppers. Over half (52%) stated that real time updates and order tracking via an app or website would encourage them to order time-critical or high-importance items for home delivery for the first time or more often, while almost a third (31%) would do so if there was a commitment to order resolution should the package not arrive on time. For over a quarter (27%) the ability to choose which third party courier delivers the item is key. A similar proportion (26%) want the ability to change a delivery slot or location with 24 hours’ notice or on delivery day and have the option to have a package delivered to a local shop, business or secure collection locker.

The study also highlights the impact on consumer behaviour if brands are willing to adapt and put stronger measures and commitments in place to guarantee delivery, with 38% of UK consumers saying they would consider ordering special event items such as flowers or Christmas presents for the first time or more often if this were the case. Over a third (36%) would consider ordering passport or visas for home delivery if they had the ability to better track delivery, while just under a quarter (24%) of respondents would be more likely to order prescription drugs.

Tobias Buxhoidt continued: “For forward thinking brands and retailers that offer high importance or time-critical items there is an opportunity to implement measures that will drive a positive impact on consumer trust. Evidently shoppers are open to placing orders for such items, as it could make their lives easier, but they will only do so if they feel confident in the experience. Demonstrating clear commitment to meeting delivery needs will help set retailers apart from the competition, ensure their brand value is not tied to the performance of the delivery companies alone, and ultimately drive customer retention.”

 

Research methodology:

All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2056 UK adults. Fieldwork was undertaken between 24^th-27^th June 2022.  The survey was carried out online. The figures have been weighted and are representative of all adults (aged 18+) across each respective market.