When Australian consumers were asked about their delivery priorities, the answer was loud and clear: reliability beats everything.
Most businesses assume customers only care about fast or cheap delivery.
Actually, new data collected contradicts this statement. What really matters is whether the delivery shows up when it’s supposed to, without excuses or surprises.
Reliability in last-mile delivery
More than 6 in 10 people (62.5%) said reliability was the most important factor in delivery. They want packages to arrive when promised, in good condition, and without excuses.
Speed and cost were tied as the next most important: approximately 4% of respondents chose each. Customers will forgive a slower or more expensive option, but only if it’s reliable.
Let’s dive a bit deeper into these survey results.
1. Communication makes or breaks last-mile delivery
Delivery means so much more than just getting a parcel on the doorstep. These days, customers also expect updates at every step of the delivery process.
Over a quarter of people (26.5%) said communication was a top priority. Think: real-time updates, clear ETAs, and transparent tracking that is easy to interact with.
This is what really makes last-mile delivery tick.
The survey also showed how people prefer to be notified:
- 60% want SMS updates.
- Only 21% prefer email.
- 79% are even open to updates directly from the driver.
In short, silence is deadly. Customers expect proactive communication, and they expect it in the channel they use most. Their phone.
2. Trust and transparency vital in last-mile delivery
You might think that how “smooth a delivery feels” is what drives loyalty, but no. Transparency drives repeat business because people buy from brands they trust.
Half of consumers (50%) said they’ve avoided a brand after reading negative delivery reviews. And a massive 81% want to see delivery reviews or ratings when shopping online.
ALSO READ: Customer Experience: How To Get It Right With Delivery Management Software
Confidence matters too: most consumers hover in the middle when asked how much they trust online retailers to deliver as promised.
Logistics managers should be using this piece of data as a guideline: building trust in last-mile delivery can be the difference between one-off sales and repeat customers.
3. Customers are willing to reward great delivery
The survey also found that customers aren’t shy about rewarding good delivery experiences:
- 78% said they’d be more likely to leave a review if delivery exceeded expectations.
- 34% have shared a delivery experience with friends or on social media. Getting this part right is vital if you want good online reviews.
Remember: Last-mile delivery doubles as free marketing when the experience is done right.
NOW READ: Why Every CEO Should Care About the Last-Mile Delivery Experience
About the author
Cheryl has contributed to various international publications, with a fervor for data and technology. She explores the intersection of emerging tech trends with logistics, focusing on how digital innovations are reshaping industries on a global scale. When she's not dissecting the latest developments in AI-driven innovation and digital solutions, Cheryl can be found gaming, kickboxing, or navigating the novel niches of consumer gadgetry.
