31% of online shoppers this past Christmas experienced problems with their orders, highlighting how retailers have failed to meet online customers’ expectations.
The findings, conducted on behalf of JDA, found that of the 31% who experienced problems; 49% had suffered from missed deliveries, while 45% had experienced late deliveries or never received their goods.
The survey revealed that ‘Click & Collect’ services proved to be popular this holiday season. The 33% that used the service cited avoiding delivery charges (61%) and the greater convenience offered (53%) as their biggest motivations.
The service seemed to hit the right note with shoppers, as over a third (34%) stated that they would use them more when Christmas shopping next year. Interestingly, a quarter of online Christmas shoppers stated they chose to shop specifically with a retailer that offered ‘Click & Click’ over one that solely offered home delivery.
"Christmas 2014 was undoubtedly the year that online shoppers saw ‘Click & Collect’ as a viable alternative to home delivery. Shoppers want greater flexibility as to how and when they receive their online goods. But at the same time it is clear that home delivery reliability around the Christmas period remains something of a lottery," said Jason Shorrock, retail strategy director at JDA.
"With growing numbers of consumers opting to shop with retailers that offer the option of ‘Click & Collect’, those that can ensure order fulfillment excellence will be ultimate winners."
"Indeed, our research shows that nearly one in five online shoppers surveyed used an alternative retailer this Christmas as a result of their preferred one not having items available or having delivery times that met their requirements."
The survey also revealed the negative impact of ordering deadlines imposed by online retailers, with 17% stating that ordering deadlines had made them shop at a store instead of online.
Despite some retailers offering premium delivery services that would enable consumers to order goods as late as 23 December (and still guarantee pre-Christmas delivery), only 8% of shoppers said they had used them.
"The growth of online retail in the UK shows no sign of slowing down. At the same time, customers’ service expectations are greater than ever, meaning they will simply shop elsewhere if retailers fail to meet them. This in turn is placing greater strain on retailers’ supply chain capabilities, especially over the Christmas period when demand is at its highest," added Jason Shorrock.
"Retail phenomena such as Black Friday and Cyber Monday have only further increased consumer demand, yet retailers still struggle to cope effectively with its implications."
"The Christmas shopping experience can often dictate a person’s shopping habits for the next 12 months and beyond. At a time when margins remain squeezed, retailers need to ensure they are delivering a great experience both online and in store. Those that don’t will not have much to celebrate next Christmas."
All figures are from YouGov Plc. 2,398 adults were surveyed online between 29th – 30th December 2014.
