We all know that consumers are becoming more demanding. They want more choice, and retailers who can offer this reap the benefits. And when it comes to delivery – customers are just as picky. Recent research showed that 36% of retailers believe offering multiple delivery choices leads to increased sales.
Whether it’s Click-and-Collect, Next Day delivery, 1-hour delivery slots or Free Delivery for orders over a specific amount, today’s online shoppers are faced with a lot of choice. But when it comes to “rural eCommerce”, e-tailers need to think through their offerings. Some might just not be viable for the customer (Click-and-Collect for example), whereas some may be too expensive or a logistical headache for the retailer.
One solution could be to provide delivery options (and costs) once the purchaser has provided their address; however, our research has shown that not providing upfront delivery costs can lead to increased shopping cart abandonment.
Another question: Do you swallow the additional costs associated with rural deliveries or pass this on to the customer? As mentioned before, it’s likely that rural customers will be less savvy, so e-tailers could potentially offer less choice to these customers initially.
It’s also key that you involve your logistics partners in any decisions. It’s no good offering next day delivery if they simply can’t fulfil that in more remote locations.
Overall, it’s a really exciting time for online retailers. As more and more people get access to the internet, it’s opening up new opportunities in existing markets. The key is to ensure you have a strategy in place now, so you can move quickly when the time is right.