Shoppers are no longer satisfied with three-to-five day delivery times. More often than not, when they place an order, they want their product to arrive promptly at their desired location. Next day delivery and great customer service are expected, and if you can’t offer this to your shoppers, you could lose the sale to a competitor who does.
So, why is the speed to consumer important, and how can you better your offering through expanding your teams?
The importance of speed to consumer
Today’s consumers are expectant and want their orders to arrive quickly without anything slowing down the service. Here are some of the reasons why it is important for products and services to be accessible and received quickly by consumers in today’s market.
There is high competition in today’s market. Marketplaces are creating great platforms for businesses to grow, but with this comes a high expectation from customers for impeccable service and speed of delivery.
It often comes down to ratings and reviews from customers on selection versus price point. Quality of service and speed of delivery are now the deciding factors, rather than the cost.
How to increase your speed to consumer
In a market where you are constantly trying to keep up with the competition, or become leaders in your industry, it is important to make decisions that will increase your speed to delivery and to improve the customer experience. There are multiple ways that businesses have increased both speed and customer reach:
- Retailers are now offering same-day click and collect, with the fastest order from click to collect coming in at under 15 minutes.
- Supermarkets now offer 1-hour delivery slots for their online orders, providing customers with more convenience and guaranteed delivery of goods when they want them.
Retailers are collaborating and sharing ranges in each other’s stores. Not a cross over in product terms, but where they have a shared customer-based. This enables the customer to shop once, but browse a wider range of products.
Having the right team in place
Like most businesses, if you want a goal achieved you need people at the helm with the right skills to get it done. Some key areas can help to improve speed-to-consumer:
Logistics plays a key role in ensuring the availability of products, as well as making sure that the products due to be in store are coming to the UK on time.
Merchandising teams ensure the correct product quantities are ordered every season, to ensure availability doesn’t impact the customer shopping experience.
Warehouse and packing teams are crucial in ensuring that products are ready for scheduled deliveries to both the consumer and to the stores themselves.
Where you should focus your attention
There are certain products and services that you should pay more attention to because they are expected to be faster to deliver than others.
Trend-led products: In the fashion market, consumers can arrange a last-minute event, requiring new clothes or accessories to be delivered the next day. If this isn’t available or it takes too long, it is likely you will lose the sale or the customer completely.
A yearly subscription: Some retail giants, such as ASOS, offer a yearly subscription that encourages shoppers to stay with them by offering unlimited next-day delivery.
Food retailers: Grocery shopping online is all about convenience. But perishable foods, for example, can have a short shelf-life. Consumers will expect to have these products delivered with a full date codes on them. This can be impacted through short-dated products or deliveries running behind and being put back.
How to attract top talent in this area
To attract and retain the best people in these areas it is important to reflect on your strategy as an organisation and make sure that you are doing everything you can to hire the best people who can help to drive your business forward.
Businesses are now challenged more on working hours and the wider benefits that they offer their staff. This includes flexible working, holiday pay, and more. Offering these things will attract top talent and retain them if your competition isn’t offering the same or better.
If you are interested in hiring top retail and fashion talent to your business, request a call back from one of our specialist recruitment consultants today. If you are looking for a new opportunity, create a MyPage account to find the jobs that are best suited to your unique skill set.
Consultant, Michael Page Retail