! The future-proof tracking system would involve the ability to track parcels real time using GPS. However, this would involve incurring a large cost, both by the courier service provider as well as online retailers, which would ultimately be passed on to the customer. One of the lures of online shopping is the low prices, hence this option is not recommended.
! Considering the change in internet access point, online retailers should ensure seamless tracking across multiple platforms( like, laptops, smartphones, etc.)
! Drawing from the findings of the survey, online retailers must instruct its courier delivery service provider to SMS the customers about the tentative time of delivery on the day promised by online retailers. Customers already know the date of delivery during the purchase. Hence the SMS should inform the time of delivery on the given date. This SMS can be sent by the service provider in the morning of the actual date of delivery.
! A large proportion of the respondents( 21 %) like to continuously track the shipment. Although a tracking number is provided upon processing the order, couriers generally don ' t update the interim location of the shipment on their websites. It updates only once the parcel is delivered. Online retailers should choose a courier which would ensure continuous updating of shipment location on their website.
! A customer must generally go to the courier service provider for tracking their parcel. Once the tracking number is generated the same should be posted next to the order as hyperlink to the courier service provider website.
! Maintaining a customer care department is costly. Moreover, a minor 18 % of the respondents preferred this mode of tracking. Also, customers call a customer representative only when he / she cannot reach the retailer online. In the long run, online retailers should strive to be independent of a physical customer care department. In the short run, online retailers should maintain a minimum number customer care representatives and invest in building a flawless, quick response virtual customer care service.
2.5 OPTION OF FLEXIBILITY IN DELIVERY
Having established that customers prefer the flexibility in delivery options, it is imperative to understand what options customers find are most convenient for them. Exhibit 8 illustrates the same which is by the outcome of the conducted survey.
! Given that the majority of online shoppers purchasing fashion products are office goers, they prefer an evening delivery system between 5 p. m. to 8 p. m.
Exhibit 8 Preferences of delivery scheduling & routing
19 %
! Again because of the profile of the majority of the
! shoppers being office goers, they prefer a re-routing of the package to where they are; they said it would be convenient if they are contacted by the delivery person on the day of delivery and are asked where to deliver
! A new suggestion that was tried out, offering the option of delivering to neighbors or depositing at some specific place in the absence of the customer at his shipping address was accepted convincingly by respondents
! However, customers turned out to be fewer prices sensitive and refused to choose the cheapest option if the delivery time was more.
Further analysis of the various options yielded the following:
Option 1 – Scheduling a late delivery( between 5 pm and 8 pm)
About 85 % of the respondents said they would prefer a late delivery after their office hours so that it is convenient for them to take delivery.
1 % 2 % 0 % 14 % 20 %
27 %
16 %
20 %
24 %
36 %
21 %
Scheduling a late delivery( Between 5pm to 8pm)
Rerouting delivery package to another address
Giving special delivery instructions( Leave at back door, Leave in garage etc.)
Choose“ Leave with neighbour option”
Choosing the most economical delivery option even if it means waiting for a longer duration
Extremely Convenient Very Convenient Somewhat Convenient Neutral Somewhat Inconvenient Very Inconvenient Extremely Inconvenient
Option 2 – Choosing the most economical delivery option even if it means waiting for a longer duration
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