Delivery experience platform Sorted has conducted a neuroscientific research project to predict human responses to online shopping stimuli.
The Science of Delivery Experience report was undertaken in partnership with management consulting firm Think Beyond. The companies looked at the 10 leading fashion retailers to understand the power of emotional purchasing, digital journeys and digital differentiation. The report used the five-point Likert scale to assess the purchasing journey for consumers and adopted neuroscience theories to predict physiological and emotional responses.
By factoring in independent analysis from neuroscientists and customer journey experts, the barometer measured approximately 40 elements that research has suggested are the most important to customer experience. Sorted’s report found that the average customer journey score for a fashion retailer was 80.7 out of 100.
The ranking, which evaluates conscious and unconscious customer responses to delivery experiences, demonstrates how competitive the current landscape is. Sorted argues that this data suggests that being ‘good’ is simply not good enough to stand out and attract and retain customers today.
Sorted says that these findings mean that brands need to exceed expectations to stand out in a crowded market. The company has identified the actions that retailers must take, including using parcel tracking to reduce delivery failures and customer contact center strain, and to avoid losing momentum on delivery experience innovation and investment.
Carmen Carey, CEO at Sorted, commented, “Consumers now have almost unlimited access to new brands and products, making loyalty hard to earn and even easier to lose. Since these findings demonstrate that delivery and returns is a strong area for fashion retailers, brands must take the delivery experience to the next level to separate themselves from others. Any lapse in progression or innovation in this space is likely to see you fall behind.”