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3 Ways Retailers Can Ace Back-to-School Delivery
Learn how to better understand consumer buying behavior during the back-to-school season.
The back-to-school season is a bustling time for eCommerce retailers. To better understand consumer buying behavior during this period, UPS Capital surveyed U.S. women purchasing back-to-school items.1 The results revealed a strong preference for online shopping, with 86% of respondents making at least some of their back-to-school purchases digitally. The convenience of ordering online and the ability to compare prices were cited as key factors driving this trend.
While the holiday shopping season captures a lot of attention, the back-to-school shopping spree is a spending frenzy in disguise. A third (33%) of survey respondents spend more than $200 on these purchases each year. However, heightened price sensitivity has shoppers carefully timing their purchases based on deals and personal financial situations. As a result, retailers are under pressure to offer not only competitive prices but also swift and reliable delivery options to meet the demands of this significant spending period.
The Need for Delivery Speed
Over half (58%) of survey participants plan to receive their back-to-school purchases via home delivery. Moreover, a significant 58% desire even faster delivery options to help improve their online back-to-school shopping experience, with 60% preferring either two-day or same-day delivery. This ASAP mentality is understandable as the rapidly approaching school year creates a time crunch to finish to-do lists.
It’s important for retailers to fulfill fast delivery promises if they are made. Nothing frustrates customers more than delayed or missed deliveries, which could discourage future purchases. To meet these expectations, retailers can prioritize shipping speed by optimizing their supply chain and utilizing advanced technologies like automation and artificial intelligence (AI) to streamline operations. Failure to meet these consumer expectations can lead to customer dissatisfaction, negative reviews, and ultimately lost sales.
Beyond Swiftness: The Total Package
While quick delivery is crucial, it’s not the only factor influencing customer satisfaction. Respondents also crave better product descriptions and more detailed reviews to make informed purchasing decisions. This desire could be largely due to consumers’ averseness to difficult returns processes. In fact, a separate UPS Capital survey found that 68% of consumers would be deterred from shopping with a brand due to a complicated return process. By investing in high-quality product descriptions and encouraging direct customer feedback, retailers can decrease returns and enhance the overall online shopping experience.
Package Protection: A Growing Concern
Package loss, damage, and theft are unfortunately common occurrences when shopping online. Nearly a third (32%) of survey participants have experienced these issues with back-to-school purchases. To build trust and loyalty, retailers must take proactive steps to protect their customers’ packages. This includes securing deliveries with shipping insurance, providing real-time tracking information, and implementing clear return policies.
Harnessing Consumer Preferences to Optimize Delivery
The back-to-school shopping season is a competitive landscape. Retailers can position themselves for success by understanding the evolving needs and expectations of consumers. By prioritizing speed, accuracy, and security in the delivery process, businesses can create a seamless and satisfying shopping experience that keeps customers coming back each school year (and beyond).
1All statistics derived from an online survey completed by 253 18+ U.S. females shopping for back-to-school supplies. It was commissioned by UPS Capital and fielded by Dynata, a global market research firm, in July 2024.
