Research from Whistl has found that sustainability-focused consumers are becoming one of the most influential customer groups in the UK, buying 66 per cent more items online than the average consumer.
Those who identify as ‘Sustainable Shoppers’ buy an average of 6.5 items online each month, compared to the overall average of 3.9, and account for 15 per cent of all UK online shoppers.
A Sustainable Shopper is defined as someone who makes purchasing decisions based on sustainability credentials, including the product itself, the brand, and the parcel delivery experience.
To help e-retailers tap into this growing opportunity, Whistl has explored the key motivators behind Sustainable Shoppers’ decision-making processes and how retailers can better engage with them.
The research highlights a clear opportunity for e-retailers but also rising expectations around delivery and fulfilment.
Delivery and sustainability go hand in hand
81 per cent of Sustainable Shoppers consider consolidated deliveries to be the most important delivery factor influencing their shopping habits. Other priorities include:
Recyclable or compostable packaging: 85 per cent
Clear returns policy: 70 per cent
Delivery visibility and tracking: 62 per cent
Sustainable delivery options: 55 per cent
Lowest delivery cost: 49 per cent
Younger shoppers lead the shift
Demographically, Gen Z and Millennials make up the largest share of this group, with an even split across gender and geography in the UK.
Although 81 per cent prefer standard home delivery, 66 per cent have used a parcel locker, with 52 per cent of frequent users finding them more convenient than home delivery.
Retailers must rethink their marketing mix
To effectively reach Sustainable Shoppers, retailers need a multi-channel approach that blends digital and physical touchpoints. The most effective channels include:
Online search: 53 per cent
Promotional email: 40 per cent
Out-of-home advertising: 38 per cent
Influencer recommendations: 38 per cent
Promotional mail: 24 per cent
Further details and analysis are available here.
Ian Keilty, CEO of Whistl, said:
“Sustainability Shoppers are reshaping e-commerce and, given their demographic profile, their views on delivery will become increasingly important. A one-size-fits-all approach to targeting and delivery is not a sustainable long-term strategy.
“The ultimate goal is to provide an outstanding delivery experience. This requires flexibility and delivery expertise to adapt a retailer’s delivery strategy to meet the needs of an increasingly complex customer base with diverse expectations.”
Share