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BizReport : Ecommerce archives : April 05, 2012

Failed delivery experience and rude drivers hamper e-commerce improvements in UK

A new report from solutions technology firm Micros looks at the final stage in the buying process - the delivery of goods - and finds that while overall improvements have been made there is still room for much improvement when it comes to failed deliveries.

by Helen Leggatt

MicrosLogo.pngMicros' recent report, "2012 Home Delivery: The Doorstep Experience", reveals that the majority of UK e-retailers are providing customers with ample order and pre-delivery information.

The study, conducted in 2011, found that almost all (99.6%) e-retailers send out an order confirmation email, up from 98% in 2010, and 81% send emails confirming when an order has been dispatched, up from 79% in 2010.

Eighty-nine percent now provide customers with basic email tracking and almost two-thirds (64%) provide access to detailed order tracking.

The use of text messages ahead of delivery has increased, but only slightly when compared with the massive rise in mobile use in the UK. In 2010 just 4% opted to use this channel rising to 11% in 2011.

Eight out of 10 deliveries arrived within the timescale advised.

However, not all of Micros' findings were positive. The failed delivery experience was found to be lacking in several areas.

Of 13 orders dispatched to an address with no-one at home just two drivers left cards to rearrange delivery. One driver left a telephone message and tried to redeliver the following day. The remaining deliveries were either left with an unknown neighbor with no card left at the recipients address to tell them where the goods were, left outside the front door or shoved through the letterbox.

"Some of the findings are disappointing; the failed delivery experience is still highly unpredictable, many retailers are still not offering detailed order tracking to the customer, and a quarter of the drivers that delivered our orders were described as 'rude'," said Carlo Rimini, business unit director for ecommerce at Micros UK.

"However, we believe that carriers and retailers are committed to resolving these issues and we expect to see improvements next year."

Tags: delivery options, delivery process, e-tailers, ecommerce, failed delivery, online delivery, order tracking, research, UK

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