How to ensure you’re getting your service right.

The offline aspects of any multi-channel retail operation are just as important as the performance of the ecommerce website. Delivery is a major part of your customers’ experience with your company. Couriers are an extension of your service and a smooth and reliable delivery is key to securing customer loyalty and repeat business.

Which is why the ABC of courier management needs to be flipped on its head. If you want to succeed in multi-channel distribution, start thinking in terms of CBA.

C = Customer-focused

Often companies focus on courier options that suit their operations and budgets. But all too often this leads to customer disappointment, often bringing that relationship to a swift end. The European Union reports that just 6% of ecommerce orders are subject to delivery problems, however, delivery is still cited as one of the most frequently raised consumer problems. In fact, 42% of shoppers abandon their carts based on delivery estimates.

When a business needs to differentiate itself from the competition, simply getting an order to its destination is insufficient. Particularly if the customer has to alter their schedule to accept delivery.

More customer-centric options for multi-channel distribution include:

• Sub-contracted individuals who can fulfill orders outside normal 9-5 hours.
• Delivery to local stores where customers can collect at their convenience.
• Delivery to third party stores which have extended opening hours, such as local convenience stores.
• Shutl – a unique fulfillment service that connects online retailers with local same-day couriers, best known for offering delivery of online shopping orders in 90 minutes or less.
• Public lockers where customers can collect their goods round-the-clock.

Often customers are willing to pay a premium for enhanced delivery, whether this is in the form of an added charge, or included in a markup on the goods.

Just as important for super-successful online retail, is making the returns process similarly simple. Clothing retailer Next famously arranges free courier returns for customers, or refunds postage costs to make things easier for customers.

B = Brilliant

Every aspect of a customer transaction needs to be perfect, including delivery. Today’s Internet shoppers (rightly) expect:

• Delivery when and where it was promised.
• Any additional charges to deliver added value.

But:

• 28% of UK online retailers still rely on a single delivery method (Micros International Delivery Report 2012).
• At least 42% of shoppers abandon carts because of delivery estimates (ComScore).

Long term customer relationships are built on trust and choice. It is imperative to remember that your multi-channel distribution obligations do not end when the goods leave the warehouse. If you fail to deliver brilliance right up to the point of delivery, you are unlikely to create a repeat customer or brand advocate.

A = Affordable

Although customer-centricity and brilliant service quality are essential, price will always be a factor when choosing delivery methods for multi-channel distribution. Rather than simply contracting all delivery services to a courier firm, many retailers are now turning to  courier management services instead.

Courier management services:

• Select the correct delivery method for your customers.
• Select the right courier to perform the delivery.
• Operate according to your company’s policies and preferences.

The ABC (Customer-centric, Brilliant service and Affordability) of courier management is the difference between multi-channel distribution success, and mediocrity or failure. If you can get these elements nailed down, you are on the way to creating an exceptional end-to-end retail experience, and the repeat business that brings.

Getting your courier management right is just the first of many changes you need to make to stay comeptitive in a multi-channel world.

Download your free eGuide today and learn how John Lewis adapted to the changing retail space and increased profits by 16% using a multi-channel approach.