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This article is provided by BRC Associate Member, nShift.

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Johan Hellman, VP Carriers and Product, nShift, outlines four ways retailers can end what has been a challenging year for many, on a high.

With inflation easing and interest rates stable, retailers can perhaps allow themselves a degree of optimism that spending will be strong this winter. Yet they know they cannot rest on their laurels.  The ones that can get their products into customers’ hands, and offer the best experience in doing so, will fare best.

Getting all the right elements of a delivery management system working in harmony will deliver greater sales and build more loyal customers that their peak season.  Here’s how.

1.   Make deliveries a moment of truth for customers

Deliveries are a key stage in the customer relationship.  Get the experience right, and retailers stand to enjoy higher conversions, increased customer loyalty, and repeat purchases. 

On the other hand, delays, missed deliveries, and lost or damaged items can mean hard-won customers don’t return.  75% of consumers will abandon retailers over poor delivery service. 

A choice of delivery options is becoming table stakes for many customers – and so it improves conversion rates for retailers.  At the same time, having a variety of carrier partners to call on at busy times means retailers can dispatch more packages.  And that means more revenues. 

nShift offers more than 1,000 carriers and 450 other integrations with business, warehouse management and other systems, right out of the box.


2.   Tap into deliveries as a marketing opportunity

Customers are at their most engaged with retailers when they are awaiting their order.  They are twice as likely to open messages relating to their deliveries, and with the right prompting, are more likely to make additional purchases. 

Retailers can tap into this part of the journey by including marketing messages which will increase sales, drive in-store footfall, and broader brand engagement.  nShift’s tracking software enables retailers to communicate with their customers about what else they might want to buy, right at the time when they are paying attention.


3.   Minimise emissions in the last mile

As environmental concerns become more important for consumers, they are gravitating towards products and brands that they see taking steps to reduce their impact.  Growing numbers of customers expect retailers to offer low- and zero-emissions delivery options as part of their standard checkout.  With the right software, these can easily be integrated. 

Emissions reporting is also becoming increasingly onerous. In mid-2024 the Corporate Social Responsibility Directive will make it obligatory for 50,000 companies doing business in the EU to measure and report on their greenhouse gas emissions. 

By continuing to measure emissions, the retailer can check if their strategies are making progress, and simplify the emissions reporting process, as well as demonstrating improvement to customers. 

nShift will be launching a market-leading emissions tracking service later this year, to help retailers calculate the emissions for every delivery.  Register here for more information.



4.   Use returns strategically

Customers expect simple, flexible returns policies.  But terms that are too lenient – for example offering immediate cash refunds to everyone – can lead to significant losses.  Retailers can minimise these losses by using tools which enable them to tailor returns offers to different customer groups. 

These might include recommending alternative products for exchange or inviting customers into stores to see different options for themselves.  In the case of customers who egregiously abuse returns policies, retailers might choose to charge a collection fee. 

The same tools can help retailers ensure returned items go back on shelves without delay – so they have a second chance at generating revenue.  nShift provides a consumer-friendly returns interface which makes it easy for customers to arrange exchanges when returning goods, and so typically 30% of returns convert to exchanges. 

With consumers still feeling the pinch of the cost-of-living crisis, retailers must be at the top of their game to win over customers and capture revenues.  The right planning and investment – particularly in the all-important delivery process – can provide a solid foundation for sustained ecommerce success.

Find out more about how nShift can help ecommerce and multichannel retailers create more effective delivery options.