It seems Christmas 2015 was the season of same day delivery as more retailers than ever offered the service to get parcels to Britain’s doorsteps. Last Christmas, 11 per cent of shoppers questioned between 21st and 23rd of December had used same day delivery for their Christmas shopping since the start of the month. At 16 per cent younger shoppers (18-24 year olds) were more likely to take advantage of the service compared to 8-10 per cent of all other age groups.
Although it’s a relatively new offering for many retailers, the vast majority of shoppers who took advantage of the same day delivery – 84 per cent – were satisfied with the service they received. Typical of the comments we received from shoppers who had used same day delivery in December were these:
- “I needed something very quickly and they did what they said they would do. Very impressed.”
- “My item arrived within 2 hours 15 minutes of ordering.”
Most retailers met their delivery time slots
Despite the many challenges of hitting such a tight delivery time frame, three quarters of people using the same day delivery service said their item arrived on time, 16 per cnet said later than they expected and 1 per cent earlier. A small number – 3 per cent – said they didn’t receive the item at all.
Smitten by same day delivery
Kate Bewick, Associate Director at ICM Unlimited, says: “Retailers will be delighted to see what we consider to be one of the most interesting findings of this research – that many of the people who used same delivery over Christmas 2015 are now more likely to select it in the future. In fact, one third (33 per cent) of all shoppers are more likely to choose a retailer who offers this service, and that figure increases to 34 per cent of 35-54 year olds and 44 per cent of 18-34 year olds. Perhaps most illuminating is that 83 per cent of the people who used same day delivery in December are likely to use it again in future. These figures give retailers a clear indication of the advantage delivery can offer in the very competitive market they operate in – particularly in the light of some of the disappointing Christmas trading figures that have already been have released.”
Key same day delivery stats from the research:
- Of the total population 32 per cent would be likely to use a same day delivery service from any retailer in the future.
- One quarter (26 per cent) of those who have not used a same day delivery service would be likely to use one in the future
- A third of the total population would be more likely to shop with a retailer if they offered a same day delivery service (33 per cent). This increases to three quarters (74 per cent) of those who used a same day delivery service in December.
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