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What would you do differently if you discovered that one critical thing was driving the buying behavior of your target market?
Diving into the specifics, though, we found there were actually two factors, although they often go hand in hand: Shipping speed and package aesthetics. Both were highlighted as key factors influencing whether or not eCommerce customers bought from a brand again. This is significant, given that repeat customers tend to spend anywhere from 10% to 20% more per transaction, and refer 50% more people to a merchant than does a one-time purchaser.
A few other interesting bits from the article:
We always knew that delivery speed was important, but it was interesting to see the effect that packaging had. That’s something we always suspected, but it was eye-opening to see the actual data.
This post, and the study it is based on, just go to show how important it is from a marketing and business growth standpoint to invest in good fulfillment processes. Speedy delivery and packaging aesthetics are driving consumer behaviors, enough so as to be the make-or-break factor for many online merchants.
We found ourselves going through a whole list of things after seeing this article by Multichannel Merchant. The headline says it all: “Delivery Time Influences 87% of Online Shoppers’ Purchase Decisions.”
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