2017 Digital Commerce Survey

65% of Retailers Will Offer Same Day Delivery within Two Years to Meet Elevated Customer Expectations

According to a new report from BRP, consumers expect quick access to products and most retailers are now responding by offering same day delivery. Currently, 51% of retailers indicate they offer same day delivery, up from 16% last year, and within two years 65% plan to offer this service. Delivery via a third party service, such as Uber or Lyft has also increased (from 20% last year to 32% this year) as retailers look at different ways to offer customers the flexibility to shop, purchase and receive their goods on their own terms.

With Amazon offering same day delivery in some markets, the push is on for retailers to get items delivered to customers as soon as possible. Autonomous delivery and distribution are the next step with self-driving cars a reality and a few food delivery start-ups already testing the concept.

Retailers need to adapt to the new customer journey to accommodate the blurred lines of retail and innovative methods of shopping driven by mobile technology, artificial intelligence and rapidly changing fulfillment methods. To succeed, retailers may need to reinvent themselves to create an effective blend of the physical and digital worlds to maintain customer loyalty.

BRP conducted the 2017 Digital Commerce Benchmark Survey to understand the current retail challenges and the available opportunities for retailers as they face the future of retail. The key customer imperatives are:

  • PERSONAL – Combining behavioral, historical and customer profile data empowers retailers to deliver tailored and relevant content to meet customers’ individual needs. 38% of retailers indicate that improving personalization is a top digital customer experience priority.
  • UBIQUITOUS – Customer expectations for a personalized, seamless experience require retailers to  follow customers’ journeys as they research and shop from anywhere. 49% of retailers will offer customers the ability to ‘start anywhere, finish anywhere’ within five years.
  • UNIFIED – Retailers’ technology, processes and organization need to be unified and aligned across channels to offer a seamless and consistent customer experience. 54% of retailers indicate that creating a consistent brand experience across channels is a top priority.
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