Speed and aesthetics are the way to a consumer’s heart, it seems. A study by Dotcom Distribution, a logistics and fulfillment firm, found that close to 90 percent of online shoppers consider delivery times central to their decision to shop with an eCommerce brand in the future. Not only that, but almost 70 percent of online shoppers are willing to pay extra for same-day delivery if they are under a deadline, such as an anniversary or birthday.
More interestingly, consumers are less inclined to pay more for same-day delivery if they simply want something quickly, though nearly 50 percent claimed they would pay more under these circumstances. The results of the survey show a discerning customer who wants fast shipping and is willing to pay for it when it counts.
But speed is not the only way for eCommerce retailers to build loyalty: Packaging aesthetics are also top of mind. Forty percent of those surveyed claimed that they were more likely to buy from a company that provides premium packaging, and 40 percent again claim that gift packaging or branded packaging influences their perception of the retailer.
What’s more, these trends in consumer perception are increasing. In 2015, 60 percent claimed that brand packaging affected their perceptions versus 68 percent in 2016. Over 60 percent of respondents said they are more excited about receiving a branded package compared to almost 50 percent in 2015, implying that consumers both expect and appreciate packaging quality.
Forty-four percent said that branding reflects value; that figure was 45 percent in 2015. And 17 percent feel that brand packaging helps them relate to the brand; 18 percent said so in 2015.
According to Maria Haggerty, CEO of Dotcom Distribution: “ECommerce is taking over the retail market, so brands must ensure they take advantage of the opportunity to deliver the packages that customers expect in the most personal way. Fulfillment and a coveted unboxing experience is a huge part of that.”
Dotcom’s survey shows how retailers can improve the customer experience by reducing delivery times, providing visibility, such as tracking for packages, providing branded packaging and offering bonus products. Those consumers sure are demanding.