SCM

experience , retailers also need to continually engage customers from the initial purchase right through to delivery . Directing either a digital native or a digital migrant away from a retailer ’ s site to that of a carrier can disrupt their brand experience , as well as potentially deterring them from making subsequent purchases . Digital natives in particular are more likely to be tracking orders , so will want to see tracking information coming from the retailer rather than their logistics partner . Owning the whole customer journey from the initial purchase through to fulfilment will be key to success , especially when disgruntled shoppers can easily voice their frustrations over social media .

Manage returns effectively In the same way that today ’ s omnichannel environment is allowing consumers to buy products flexibly , they are now demanding the same flexibility and positive experience from the returns process . According to YouGov ’ s research , 63 percent of UK adults factor the ease of being able to return items into which retailers they shop online with . Digital natives will typically order multiple items often

16 January 2016