Ines van Gennip, country leader of Amazon Shipping UK, present the need-to-know best practises to maintain customer experience and meet customer demands during the most challenging peak season online retailers will face.
The closure of non-essential stores led to huge spikes in demand for delivery services earlier this year and while customers may have been forgiving of delays during the height of lockdown now they expect delivery services to have returned to normal.
Speaking at Linn Academy 2020, Ines van Gennip, country leader of Amazon Shipping UK, said that this year’s peak season, including Black Friday and Christmas, “will be like we have never seen before.” She cited the fact that while 43% of shoppers spent more online during lockdown than they normally would, 61% of those also said they would continue spending more online. “In Q4 we expect online sales to remain strong, or even stronger.”
A good customer experience is important for customer loyalty
The trend is particularly interesting for those more conventional shoppers, many of whom were only first tempted online out of necessity rather than choice during lockdown. “We expect about 160% increase in purchases from these new or low frequency users,” she said. “A frictionless customer experience is incredibly important to show these customers the real benefits of shopping online and retain their loyalty in the future.”
Considering every step of the journey from click to delivery was vital she said.
The delivery experience directly impacts on the customer journey
But when looking at the key considerations of the customer journey online she pointed out that half of them are directly related to delivery.
She explained that delivery impacts the customer journey in three ways – consideration, conversion and loyalty.
At Amazon Shipping she said the business maintains customer experience through peak by focusing on several key points. These include speed and quality; transparent rates; recipient experience; innovation and customer obsession.
She said there were several ways to best prepare for peak, with early communication crucial. “Early and often is our key mantra,” she said. “Customers will feel more confident in their purchases if they are provided with regular updates.”
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