Knowing what your customers want from a delivery experience is a crucial step towards ecommerce growth. And guess what? Different customer segments have different expectations, as we'll explain below.
While every shopper is different, it's fair to say certain groups share common characteristics: Gen Y and Z, for example, place a high importance on sustainability, while Baby Boomers like knowing there's someone on the other end of the phone when they need help.
To understand what matters most to each generation, the Global Express team Inside the Retail Industry We asked over 750 online shoppers what they want from their delivery experience.
While most people agree on things like secure online checkout and safe package delivery, there are some interesting nuances between generations that can be used to help shape your delivery strategy to meet customer expectations.
Let's take a look at the findings, and if you want to dig deeper, you can download the full report.
Baby Boomers (1946-1964): Trust and authenticity are key
The post-war Baby Boomer generation grew up in a world without technology, but in recent years they have happily traded browsing in brick-and-mortar stores for clicking and scrolling.
The question is, how can you capitalize on this lucrative group? Start by providing a great customer experience. Research shows that Baby Boomers want reputable brands that offer reliable, trustworthy customer service, with the majority (68%) preferring phone support from Australian-based reps.
They also want peace of mind that their delivery company will do the job: Nearly everyone (86%) says it's important that their package arrives intact. Similarly, 85% care about the reputation of their delivery company. So choose wisely.
Gen X (1965-1980): Free delivery could attract them
Often described as self-reliant, independent and resourceful, Gen X is pretty clear about its demands for performance.
First, middle-class families (those with children ages 10-18) are more likely to find checkout easy and safe than other age groups, so make sure your website is up to date.
When it comes to delivery, 44 percent of middle-class households prefer click and collect as a delivery option (compared to 32 percent overall), and Gen Xers are most likely to value on-time delivery and tracking updates, with nearly all (86 percent) wanting the option to have their packages left in a safe place.
Finally, don't skimp on free delivery: 85% of Gen Xers want free delivery, so this could be a great way to entice them.
Generation Y (1981-1995): Help with bulky items
Most millennials (also known as Gen Y) got their first paycheck around the same time e-commerce really took off, and many have been shopping online ever since.
This generation is smart and wants convenience, transparency, and sustainability from the e-commerce brands they shop with. And the scorecard is often negative, with 31 percent regularly experiencing package redirection. With this in mind, it's a good idea to communicate expected delivery times 24 hours before delivery and offer alternatives if needed.
When it comes to delivery options, Gen Yers are most likely to choose express delivery. They are also especially keen for help with things like setting up furniture and appliances, removing trash, etc. For businesses that sell bulky items, this can be a distinctive feature of the delivery experience.
Gen Z (1996-2012): Express could be your shortcut to sales
Last but not least, there's Gen Z. Gen Z has grown up in a digital world, and like the generations before them, they want convenience, transparency and sustainability above all else.
For example, 17% of Gen Z are concerned about the sustainability of delivery (compared to just 8% overall), so to pass this test, you need to choose a delivery partner with a clear commitment to sustainability.
Speed is more important than sustainability, so make sure to add an express option to your delivery options, as half of Gen Zers will avoid retailers that don't offer one.
Additionally, with 33% of Gen Zers having to return items frequently, it’s a good idea to review your return policies and make them as customer-friendly as possible.
Bringing progress to every generation
Whether your target market falls neatly into one generation or your product offering spans all generations, you have a great opportunity to customize your delivery experience to meet the needs of each group.
Team Global Express e-Care is here to support you with flexible and transparent options at every stage of delivery. Our direct-to-customer shipping solutions give every customer, from baby boomers to Zoomers, peace of mind, choice and control, helping your brand stay at the forefront.
- For more tips and insights on how to enhance every step of the shipping process, download the full Team Global Express e-Care report.
