As reported by Marketing Magazine, getting delivery right is now essential for retailers, as well as being a key marketing issue.

With the rise in demand for next-day delivery and options other than home delivery customers are the driving force behind ‘dynamic delivery’.

Convenience is vital. Customers may not be around to pick up orders, so diverting deliveries to neighbours and providing customers with the opportunity to click-and-collect from local stores or lockers, as currently being trialed by Amazon, are becoming increasingly popular tactics adopted by retailers.

Price is also crucial, with the incentives of free or discounted delivery and free returns being offered by many retailers, it can result in the loss or gain of a customer. According to a recent online survey comissioned by Marketing, online shoppers switch to retailers that offer the lowest delivery costs.

The delivery service also has to be efficient, which results in another risk of loosing the customer, if they have a negative experience. ASOS’ head of delivery Matt Rogers, said: ‘The delivery chain is an important area to invest in as this ensures the right level of service is achieved.’

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