Viare presales solution consultant Jarrod Goodwin discusses how a great delivery experience can drive customer loyalty.
In the age of instant gratification, delivery is no longer the end of the shopping journey; it’s part of the experience itself. For today’s consumers, delivery speed, transparency, and flexibility influence purchasing decisions just as much as product quality or price.
With the cost of customer acquisition rising, it’s becoming increasingly difficult and expensive for retailers to win new shoppers. That’s why retention is the new growth strategy. And one of the most powerful levers for driving customer loyalty lies in an area many businesses still underestimate: the delivery experience.
Why Delivery On-Time Matters More Than Ever
A great marketing campaign might convince someone to buy once, but a great delivery experience brings them back. Today’s shoppers expect smooth, predictable, and honest communication from the moment they click “add to cart” to the moment their order arrives.
According to Shippit, “64% of Australians said they were unlikely to shop again from a brand after a poor delivery experience.” That’s two-thirds of your hard-won customers gone because of one bad interaction.
Meanwhile, the Australia Post eCommerce Industry Report found that “85% of shoppers across all generations say a reliable delivery experience will be the most important factor in trusting online retailers in the next five years.”
In other words, reliability isn’t just a nice-to-have; it’s the foundation for building trust and loyalty in eCommerce.
Setting Expectations Early
It’s not just the delivery itself that matters; it’s the clarity and transparency leading up to it. Customers want to know when and how they’ll receive their order before they even hit “checkout.”
That’s why providing clear delivery information throughout the entire shopping journey is essential and reduces cart abandonment and builds trust before the sale is even made. From the product page to the checkout screen, retailers should clearly communicate:
- Estimated delivery timeframes
- Shipping costs and free-shipping thresholds
- Express and Same-Day delivery options
- Availability and locations for Click & Collect
Click & Collect Transparency
Click & Collect has become a key part of modern retail, bridging the gap between online and in-store experiences. But it only adds value when customers know exactly how and when they can collect their items.
Transparency here is crucial. Retailers should clearly display which stores offer Click & Collect, whether items are in stock locally, and realistic pickup times. Post-purchase update notifications help manage expectations and reduce frustration.
By treating Click & Collect with the same level of communication and reliability as home delivery, retailers can strengthen confidence and encourage customers to shop with them again.
Reliability Over Speed
While customers love fast shipping, reliability and honesty matter even more. A promise met on time is better than a promise broken in haste. When retailers use real-time data to provide accurate delivery estimates and proactively update customers about any changes, they turn potential frustration into reassurance.
It’s not about delivering at lightning speed; it’s about delivering on your word. That’s the foundation of loyalty.
Top tips in turning Delivery into a Competitive Advantage
Forward-thinking retailers are shifting their mindset: delivery isn’t just an operational cost, it’s a brand-building opportunity. Here’s how to elevate the experience:
- Communicate early and often
Keep delivery details front and centre across the product page, cart, and checkout. Then, maintain proactive updates post-purchase through SMS or email. - Offer meaningful choice
Provide flexible delivery and Click & Collect options that suit different lifestyles and budgets. Choice signals customer centricity. - Align with trusted partners
Your logistics providers are an extension of your brand. Choose partners who uphold your delivery promises. - Close the feedback loop
Ask customers to rate their delivery or pickup experience and use that insight to improve continuously.
Fulfilment: The New Loyalty Driver
In an increasingly crowded market, the brands that own the delivery experience will win customer loyalty. Every clear update, accurate delivery window, and transparent Click & Collect promise builds a stronger connection with customers that drives repeat purchases and advocacy.
Because in eCommerce, the customer journey doesn’t end at checkout. It ends when the package, or the Click & Collect order, arrives in full and on time, exactly as expected.