Retailers and brands who outsource post-purchase updates to third party fulfilment or courier companies could be missing out on valuable customer engagement opportunities, according to the latest research from Scurri, a next-generation delivery management platform.
Original research of 1,000 UK consumers in its Getting personal in the last mile and beyond report, reveals that 81% always open delivery updates from a retailer or brand, while less than a fifth (38%) always open unbranded updates detailing the progress of their delivery.
The report highlights that unbranded delivery updates risk eroding trust among shoppers, who are increasingly intolerant of bad customer experience, with 69% of respondents indicating they are wary of third party delivery updates as they think they might be scams – increasing to three-quarters (76%) of Gen Z shoppers.
Additionally, 53% of respondents find receiving unbranded updates from a carrier or courier company confusing as they don’t always know which order it is referring to – increasing to 65% of Gen Z and millennials – indicating lost opportunities among prolific and online-first shoppers.
“The standout finding is that customers will open emails if they are from the retailer or brand as distinct from a third party courier or carrier. And, while fulfilment companies can also start to personalise updates, there still appears to be no better or more impactful solution than direct communications from the retailer,” said Rory O’Connor, Founder and CEO, Scurri.
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