E-commerce technology provider Doddle’s survey of over 200 European retailers has found that 44% of those using a carrier-provided tool would switch carriers if they were offered better out-of-home (OOH) delivery integration.
According to the data, a little over half of the respondents are using a carrier-provided tool to offer OOH delivery. Around a third said their carrier did not offer any way to display OOH delivery locations at their checkout. The majority of retailers offering OOH delivery saw an increase in conversion, average order value or net promoter score after introducing the service; those who do not offer the service were found to significantly underestimate the potential benefits it brings. Therefore, the researchers concluded that although there are opportunities for carriers to grow their market share through cheaper and more sustainable OOH delivery methods, they need to take action or risk missing out to their competitors.
Tim Robinson, CEO at Doddle, explained, “There’s a warning for carriers in our data set: if they don’t make it easy for retailers to offer out-of-home delivery, they could lose their business. They need to ensure they have the tools for retailers to build a brilliant delivery experience right from the checkout, where consumers are making crucial decisions. The good news is that they can then drive more volume into those cost-effective out-of-home delivery channels by encouraging non-adopters to start offering a wider set of delivery options. To that end, they should continue building the statistical evidence that merchant KPIs [key performance indicators]are likely to improve when they offer OOH delivery. They can also position it as their most sustainable delivery option: 80% of our survey respondents indicated that they believed it was important to offer consumers a sustainable delivery option. That’s a role out-of-home delivery should absolutely be promoted to fulfill.
“Our merchant respondents are broadly already engaged and offering out-of-home delivery options at the checkout, with the majority seeing at least one significant benefit and many seeing several KPIs increase after introducing the out-of-home option. However, there remains much to improve and a widespread desire for assistance from carrier and logistics partners in making those improvements.”
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