Making every delivery count: Practical tips for retailers to meet customer needs

Are your delivery options truly meeting customer needs? Our latest research, conducted in partnership with Retail Economics, has uncovered a crucial insight: delivery preferences aren’t one-size-fits-all. In fact, they can shift dramatically based on what and why customers are buying. Understanding these shifting preferences could provide benefits for customer satisfaction and loyalty.

Our survey of over 6,000 European shoppers across the UK, France, Italy, and Spain, identified five key shopper motivations that drive retail delivery preferences. By understanding why customers make a purchase, you can tailor your delivery strategies to meet their needs. Here are some practical tips for aligning delivery options with the diverse needs of your customers.

Speed is critical for time-sensitive orders such as replacement electronics or emergency household essentials. For these purchases, 57% of shoppers prioritise speed above all else, and are willing to pay extra for the assurance of on-time delivery. Whether customers are replacing a broken appliance or restocking household essentials, time is of the essence. To put this into action, offer express delivery options to make your store their go-to solution for urgent purchases. Make sure to highlight on-time delivery guarantees and premium, fast delivery services on your website. By demonstrating reliability, you’ll earn their trust and may win repeat business.

Purchases like birthday presents or wedding gifts often require reliable tracking and special handling, and may require gift wrapping services or special delivery instructions. Speed, cost, and tracking are all important priorities for these types of purchases. Retailers should consider including options like gift wrapping and customisable delivery instructions to elevate the gift buying experience for customers. Pair this with clear and detailed parcel tracking, as gift buyers value transparency to ensure their purchases arrive with the intended recipient safely.

For customers making routine or discount purchases, affordability is paramount. Customers often shop in bulk, making convenient delivery options critical. Retailers should highlight budget-friendly delivery options at checkout and bundle bulk orders into one delivery, where possible, to reduce delivery costs. This can be particularly valuable during sales and promotions, such as Black Friday. You could also consider offering subscription-based delivery models or incentives like free delivery for repeat purchases.

High-value items like designer clothing or fine jewellery require premium delivery services. While cost is less of a focus, tracking is a top priority (35%), as are priority delivery slots to match the emotional and monetary investment. Retailers should prioritise premium delivery slots and parcel tracking to offer peace of mind for high-value purchases. You could also consider extended return windows to match the customer’s investment.

Choice is important to consumers. Flexibility enables consumers to align the service with their immediate priorities. Gen Z and Millennial customers particularly value convenient delivery options, such as choosing a delivery speed that suits their current needs, or out of home delivery options, like delivery to counter, if they’re not going to be home. Nearly half (47%) of those aged under 35 have stopped shopping with a retailer because of poor delivery options.

By aligning your retail delivery strategy with these shopping motivations, you can create a seamless experience tailored to your customers’ needs - and turn delivery excellence into a differentiator for your business.

Get more great delivery insights like this in our latest report conducted in partnership with Retail Economics, ‘Getting delivery right: Mastering customer loyalty through delivery excellence across markets’.

Want to offer fast, reliable, and flexible delivery options that meet your customers’ expectations? Amazon Shipping helps retailers to provide seamless delivery experiences across the UK. Get in touch today to see how we can support your business.