Consumer omni-channel expectations not met according to report.

Research by software company OrderDynamic and Opinion Matters argues online retailers are disappointing customers with poor delivery options and mismatched inventory services.

The report suggests E-tailers are failing to reach “customers’ omni-channel expectations” by offering delivery options shoppers don’t want and not offering the ones they do, with 54% of respondents keen to receive a named delivery date – something only 15% of retailers currently offer.


By contrast, 61% of retailers offer next day delivery – the second most common delivery option after standard delivery – but only 10% of shoppers are willing to pay extra for the service, which costs on average £6.


Instead, more consumers would prefer to see which nearest store has a product in stock (45%), an option that only 11% of retailers currently offer.

32 per cent of consumers reported they would use a Click & Collect service if it was available, and half of online retailers provide this facility.

Order Dynamics chief marketing officer Kevin Sterneckert, commented: “This study reinforces a point that I talk with retailers about every day: customers do not see channels. They have one relationship with and one view of the retailer, and they want to hear you say ‘yes’ to their desires and to deliver that experience ‘now’.”

"Consumers are telling us that the industry is not yet living up to the promises we’re making. It will take a holistic view of data across the enterprise and across channels, and a fully integrated approach to retail to begin living up to customers’ demands.

"This critical view of the ‘any channel’ enterprise will make the difference between offering a service which is expensive to run and disappoints customers and a profitable experience that keeps customers coming back to you again and again.”

Discover more information on the results of the consumer survey and the retailer benchmark here.