Delivery method: make it an asset for your e-commerce

Each day you are recording a certain number of non-validated baskets? If so, this article is for you. According to the study carried out by Metapack entitled “Delivery and e-commerce”, 55% of e-buyers abandon their purchases if the transport conditions do not suit them. What then is the best chance of converting your non-validated baskets into orders? Here is a guide to assist you.

Always put yourself in the consumer’s shoes

Your ranking will play a crucial role, this is a fact, but it is not everything… What are internet users really looking for when they access a retailer’s website? They are looking for something different. Let’s not delude ourselves; prices on the internet are more or less the same. What then can tip the scales? When customers fill their basket with products, whatever they are, they are expecting the delivery information at the time of payment. The advantage of the internet is that you can do your shopping at any time of the day and on any day of the year. Prices may be more attractive in e-commerce than in a physical store but in the end, shipping costs can hurt a lot… which leads to a substantial number of abandoned baskets…

The terms of delivery are just as important as the products themselves. Depending on the choice offered and of course the cost, you can effectively boost your sales.

Delivery options: a crucial choice for a customer

You may well have interesting partnerships with carriers, yet the customer remains in complete control. If your delivery options and their costs do not appeal to the customer, they will quite simply go and see what the competition has to offer. You should offer an interesting yet moderate diversity of price delivery methods. To do so, several options are possible depending on the form of delivery.

Allowing for home delivery

Home delivery is a considerable luxury. The order is often delivered quickly (within 48 hours). Besides this form of delivery is very convenient for those who are often travelling or who have a very extensive work schedule, and who are unable to go to a collection point, for example. In addition, if it is an order for a cumbersome product, home delivery is ideal. The advantages: no need to move, the parcel arrives directly in the letterbox. The disadvantages: the delivery method is often more expensive than to a collection point and if the customer is not at home, they will have to move or reschedule delivery.

Delivering to a collection point

This is the cheapest delivery method at the moment. Therefore, this is also the most popular delivery method with customers. When an order does not exceed 50 euros, the collection point is the most favoured option. Moreover for customers who are unable to sign a proof of receipt when the parcel does not fit into the letter box, this avoids the parcel having to go back to the mail sorting centre… However, this delivery method is somewhat slower than home delivery (by around three to four days). The advantages: the price is more attractive, especially for small and cheap orders. The customer does not have to reschedule their delivery; they will collect their parcel when available. The disadvantages: the parcel remains only for a certain length of time at the collection point before it is returned to sender. Depending on the opening hours of the collection point, this may be restrictive for the customer.

The express delivery method

A last minute order happens very often, particularly for celebrations (Christmas, birthdays and anniversaries, Mother’s Day, etc.). And sometimes, it will be no more than a special requirement from a customer to receive their parcel as soon as possible. To favour this type of customer, it is imperative to offer express delivery. This delivery method allows them to receive their order within 24 hours, even if the cost of shipping is higher. The advantages: customers are confident about the company’s reliability and about receiving their order very quickly. The disadvantages: very comprehensive internal organisation is sometimes required so that the delivery arrives very quickly with the customer.

Delivering to a collection point in express method

This delivery method is very recent and very highly appreciated. Indeed it combines all the advantages of all delivery methods mentioned above! This is a delivery to a collection point within 24 to 48 hours at an unbeatable price. Only Chronopost and UPS offer this service at the moment, but it won’t be long before other carriers offer the same service. The advantages: fast and cheaper delivery. The disadvantages: a parcel which can remain only a few days at the collection point.

Being more transparent with your customers

Do you enjoy detailing your products to your customers? Enjoy also explaining your delivery policy to them. It is part of the buying process and directly impacts your prospective customers’ purse. Do not hesitate to display your offers on the homepage, especially if you are offering free delivery when a certain amount is spent.

According to a study carried out by the French Institute of Public Opinion (IFOP) in 2016, 95% of internet users would like to know the delivery information as soon as possible and 64% of prospective customers check the delivery information before validating the basket (Source: UPS Pulse of the Online Shopper, 2017). A page dedicated to the terms of delivery is therefore essential. It must mention all the choices offered to prospective customers, but also the carriers used, as well as your free-of-charge conditions (if appropriate). It should be noted that this point is very important, as a considerable number of customers having a substantial basket would like to make sure that they will not be paying any additional charge when validating their order… Lastly, the return policy is essential in some sectors (fashion, furniture and furnishings, etc.).

The delivery page in the basket validation process must offer a wealth of information. This keeps your prospective customer from seeking information on other pages and abandoning their basket in the process. Internal links will also be welcome in order to avoid overloading the page with information.

Lastly, give the various collection points covered, the scheduled delivery as well as the different prices. The clearer you are in your communication, the clearer the customer will be in the process of validating their basket. You must therefore carry out beforehand all necessary studies internally in order to anticipate the preparation time and the handover to the carrier, so that your customer can be given a precise date of delivery. This is a tremendous asset in the world of e-commerce (especially if these deadlines are respected, of course)! Lastly, a customer should be kept informed. Do not hesitate to send them an email or SMS (depending on their choice) to let them know about the different stages in the preparation of their order, then their delivery.

Offering delivery beyond a certain amount

Here is one of the most attractive arguments for a prospective customer. But beware, free delivery cannot be assigned haphazardly. Here are several ways for it to be offered:

• Slightly increase your prices to include delivery in them (risky)
• Impose a minimum basket amount to allow free delivery (the most common method)
• Offer free delivery on a future order (encourages customer loyalty)
• Identify certain products (discontinued, destocking, etc.) for free shipping

You can also choose appropriate keywords to entice search engines, including Google Shopping!

The return policy, an important argument for satisfied customers

Legally, a customer has a 14-day cancellation period after their order. E-retailer websites must therefore establish a return policy that is suitable for dissatisfied or undecided customers.

The return policy must appear on your page dedicated to deliveries. You must identify a contact e-mail address for the customer to be able to successfully complete their return. The refund method (or an exchange), the operating procedure for returning the parcel (packaging, etc.), the timeframe within which the customer must return their order, your repayment period, etc., are also very important elements.

A free return is an interesting element for customers. Provided that you can establish it, don’t miss out. Don’t forget to indicate the policy on the “deliveries” page (return due to error, return due to defective product only, etc.). Likewise, make clear reference to the return process: delivery slip, carrier, etc.).