SCM
THE GROWTH OF online commerce has seen the emergence of two types of shopper . Firstly , there is the ‘ digital native ’, a modern internetenabled shopper that feels perfectly at home online using social media and retail sites like eBay . Meanwhile the older generation of ‘ digital migrants ’, who grew up without the internet , are less adept at shopping online . Both have stark differences in preferences .
The challenge for retailers and carriers is to deliver an exceptional customer service that meets the demands of both types of customer . They will only get one shot at this : research from YouGov showed that as a result of a poor shopping experience , 71 percent of UK adults would be likely to switch to an alternative retailer when next shopping for products online .
Two tricky customers The digital native relies heavily on online channels for shopping . Their typical characteristics include purchasing more items , prioritising delivery speed and using a wide range of retailers . Digital migrants , on the other hand , still feel more comfortable shopping in store and only venture online for very specific items . They prioritise quality and customer service , typically shopping only with a select few trusted brands . Key to serving both groups successfully is having a flexible delivery network .
Offer flexible delivery options So how can retailers please each customer ? Providing a choice of delivery options is a firm foundation to build on as it allows each shopper to choose the option that best suits them rather than mandating an arbitrary time slot . The digital native who prioritises speed over convenience may prefer next day or same day delivery services , so they can get their hands on items sooner . For digital migrants , offering very specific delivery windows will be important
‘ To deliver a positive customer experience , retailers also need to continually engage customers from the initial purchase right through to delivery ’
14 January 2016