Not only do customers say they want speed when it comes to their deliveries, but they behave differently as a result of it. Fast and free shipping impacts the most important metrics for retailers, including customer loyalty, market share, basket size and, most importantly, growth. Target, the eighth-largest retailer in the United States, saw its digital sales surge 31%, with 80% of that growth driven by same-day fulfillment options.
But just as delivering on these expectations drives revenue upward, not fulfilling them puts entire businesses at risk. Thirty-nine percent of US consumers might not shop with a retailer again if they had a bad shipping experience. This is further complicated by the fact that 57% of US consumers hold the retailer or marketplace accountable for delivery issues—and only 31% blame the delivery company.
That means that the right last mile offering—one that is fast and low-cost (if not free) for the consumer—is a decisive competitive advantage. The last mile has increasingly become the front line in the eCommerce battle.