Research highlights the impact of negative post-purchase experiences

 By HAZEL KING  May 10, 2022


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A new report from e-commerce delivery technology provider Metapack has revealed that over two-thirds of consumers are less inclined to shop with a retailer after hearing of a negative delivery experience.

The Post Purchase Experience Report, which explores the consumer delivery experience across the UK, France and Germany, underlines how bad delivery experiences can spread exponentially. The research found that over 60% of UK consumers have shared negative delivery experiences with friends and family, while almost 15% of UK consumers have posted on social media and 22% have posted an online review, following one negative delivery experience.

The research also reveals why it’s important for retailers to invest in their delivery ecosystem, with over 35% of consumers in the UK stating that they have stopped shopping with a retailer completely following one negative delivery experience. Alongside this, 40.6% of shoppers said they have had bad-post purchases experiences with some degree of regularity. Across the different geographical markets surveyed, the frequency of bad experiences is consistent. However, when examining shoppers’ age, it’s clear that younger shoppers are reporting more frequent bad experiences.

Duncan Licence, VP Global Product at Metapack, commented, “In today’s e-commerce-first landscape, retailers need to be investing in post-purchase experience technology and infrastructure to meet rising consumer expectations. Our new research reveals how consumers really feel about their delivery experiences and its importance when it comes to retaining customers and increasing their loyalty.

“It’s not just a case of consumers having disappointing delivery experiences first-hand, but also the consequential impact of hearing about delivery experience second-hand, that will be worrying retailers. Over the past few years, consumer expectations on delivery have changed to focus more on convenience, choice and tracking, and retailers need to ensure they’re able to satisfy these needs, or risk losing customers.”

Another notable highlight the research is the growing importance of the delivery proposition as part of the overall experience, with 87% of UK shoppers stating that the range of delivery options presented to them is an important factor. Alongside this, almost 70% of UK consumers state that the carrier assigned to deliver their order also impacts on their overall delivery experience.

The full report can be found here:

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