As AI-powered shopping tools make it easier for consumers to compare products, prices and delivery options, retailers have more competition for every purchase. But winning the sale is only part of the challenge. Keeping the customer can come down to what happens after checkout.

New research from Roadie and Studio by Informa TechTarget, based on a survey of more than 1,000 online shoppers, finds that a poor delivery experience can have a direct impact on whether customers come back. Shoppers are paying close attention to whether orders arrive when promised, how packages are handled and the experience at the doorstep.

For retailers, that puts greater pressure on delivery to do more than simply move an order from point A to point B. It means having the flexibility to offer customers the delivery experience they want, when they want it – something Roadie enables through same-day and scheduled delivery, real-time visibility and a nationwide network of independent drivers.

Delivery Can Make or Break Repeat Business

The research found that delivery performance can have a direct impact on whether shoppers come back:

  • 64% say one to four bad delivery experiences would be enough to stop ordering from a retailer.
  • 72% say the delivery driver’s behavior and performance is extremely or very important to their perception of the retailer.
  • 72% say proof of delivery is extremely or very influential to their delivery experience.

The findings point to a potential blind spot for retailers that outsource last-mile delivery. Customers don’t distinguish between the retailer and the delivery partner when something goes wrong. That’s why having the right last-mile partner, one that can deliver reliably, provide visibility and represent the brand well at the doorstep, is critical to protecting the customer experience and keeping shoppers coming back.

“When an AI tool can put five retailers in front of a shopper in seconds, retailers have fewer opportunities to earn loyalty,” said Dennis Moon, COO and SVP of Operations at Roadie. “A good delivery is one of those opportunities. It’s where a retailer can turn a transactional purchase into a brand experience and give a customer a reason to choose them again and again.”

Shoppers Want Delivery That Works for Them

Speed matters, but shoppers are looking for more than the fastest possible delivery. Half of respondents ranked free or low-cost delivery among the most important parts of the experience, followed by real-time tracking and updates at 44%.

When choosing a delivery option, reliability wins. Nearly one-third of shoppers most often choose a reliable delivery window, compared with just 14% who choose the fastest option regardless of cost.

For retailers, the opportunity is clear: Build a delivery experience that works for the customer, not simply one that moves the package fastest. That means giving shoppers flexible options, visibility along the way and confidence that their order will arrive when promised.

About Roadie

Roadie, a UPS company, is a leading logistics and delivery platform that helps businesses tackle the complexities of modern retail with unmatched delivery coverage, flexibility and visibility. Reaching 98% of U.S. households across more than 32,000 zip codes – from urban hubs to rural communities – Roadie provides seamless, scalable solutions that meet a variety of delivery needs.

With a network of more than 500,000 independent drivers nationwide, Roadie offers flexible delivery solutions that make complex logistics challenges easy, including solutions for local same-day delivery, delivery of big and bulky items, ship-from-store and DC-to-door. For more information, visit www.roadie.com.

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