The eCommerce boom has seen Aussies spend $48.1 billion in online retail last year. New research has uncovered how small retailers pivoted their customer service focus to stand out in the market, with one in two Aussies loving the service and quality.
Large retailers, continued to impress consumers with more competitive prices and faster service. Parcel delivery service CouriersPlease (CP) surveyed 1010 Australians, to uncover what consumers expect and what Aussies truly value when it comes to customer experience.
Findings of the CouriersPlease survey
40% of Aussies think small and large businesses offer the same standard of product and service, while 51% think boutique businesses offer higher quality products and services.
Respondents were also asked to rate small and large businesses in terms of their key service strengths, from a list of six options. 72% said small retailers offer a more personalised service that is more human-centred and makes them feel like a valued and important customer.
53% said small retailers go further to resolve customer issues, while 39% said they communicate with customers more frequently.
Consumers prefer the scale that larger retailers can bring, with 84% of respondents stating they love the lower prices, better sales and faster service from big businesses.
Consumers similarly regarded personalised service as the area small retailers do well.
More respondents in Queensland (81%) than in any other state said small businesses offer a more personalised service that made them feel like an important customer.
Meanwhile, 74% of South Australians and 69% of NSW residents said the same.
On the other hand, 85% of WA residents and an equal 77% of those in NSW, Victoria and Queensland love the prices and fast service from big companies.
After a year of change, uncertainty and disruption, Aussies have thrown their support behind small and large retailers alike on their road to recovery, and as the retail industry has shifted online, the importance of creating a positive customer journey has never been higher.
Over 50% of Australian consumers have discovered new shopping behaviours, trying new brands, websites and retailers, creating unprecedented opportunities for retailers of all sizes.
Businesses that saw strong growth in 2020 attributed it to improved customer satisfaction.
In the CP survey, respondents were also asked for their opinion on smaller courier services versus larger parcel delivery companies, an industry that is an extension of online retail.
53% believe smaller courier companies offered a superior service. The research indicates that Australians regard customer service very highly and this is an area small couriers excel in.
Comments on the CouriersPlease survey
Paul Roper, Chief Commercial Officer at CP says, “This past year has really highlighted the importance of a positive customer journey and seamless customer experience for creating and building lasting business relationships with consumers.”
“Prices and service speed are mainstays of the online shopping experience.”
“In a world with increased uncertainty and disrupted international delivery chains, consumers find themselves looking to their local retailers.”
“We have been very proud to support them and look forward to helping them build positive customer relationships as we recover from these challenging times.”
“It’s good for retailers to partner with a carrier as an extension of their service philosophy.”
“Retailers wishing to attract and retain customers could also consider improving their eCommerce offering by outsourcing delivery-related services – such as returns and ‘click and collect’ – to a carrier partner that has innovated strongly in this area.”