Peak Season or Peak Frustration? How Retailers Can Win Back Trust During Holiday Delivery Chaos

By Agop Ashjian, CEO at Shipup

The holiday season is a time of joy. But for many shoppers it’s also a time filled to the brim with delivery delays, misplaced carriages and frustration. These issues risk missed delivery windows for retailers and threaten long-term trust and loyalty. 

The stakes are higher than ever during peak season. Customer expectations’ soar, operational difficulties are exacerbated and there’s generally a bit more pressure on people. To win back and retain trust during Christmas and beyond, retailers must embrace transparency in their communication to customers, be agile when problems arise and adopt data-driven solutions that always put the customers first. 

Embracing transparency

Online shoppers expect updates at every stage of the delivery journey. A one-off email to customers letting them know an order has been dispatched is Jurassic. Shoppers expect real-time notifications, live tracking and clear communication about potential delays.  By addressing issues before the customer asks in a proactive fashion, retailers can turn dissatisfaction into appreciation. Transparency builds trust even when the news isn’t what the customer wants to hear.

Turn issues into opportunities

Delivery problems are inevitable, especially during the busiest shopping season of the year. The key to managing the situation is how retailers respond. Quick resolutions, thoughtful gestures such as free returns or discounts and genuine apologies can turn frustrated customers into brand advocates. In fact, our research with ZigZag last year found that shoppers can be persuaded to shop with a brand again after a poor delivery with an apology and discount (54%) or proactive customer service (43%). Retailers, the proof is in the pudding. 

Make your returns policy stand out

Returns are part and parcel of holiday shopping but they don’t have to be a pain point. A user-friendly return process – complete with clear instructions, a variety of returns methods and carrier services – improves the customer experience tenfold. Simplifying returns builds loyalty and shows customers that their convenience matters to you.

Data insights to predict problems

A superior post-purchase experience has as much to do with managing problems as it does preventing them. Data insights can help identify bottlenecks, predict delivery issues and allocate resources more effectively. By leveraging predictive analytics – such as the use of Google Vortex AI to drastically improve delivery estimates – retailers can reduce risks before they escalate to angry customers. 

Winning back customer trust during holiday delivery chaos is about going beyond simply fixing what is broken. It’s about exceeding expectations when it matters most during crunchtime. Retailers that prioritise communication, use technology cleverly to anticipate problems and show empathy for their customers’ needs will be the ones emerging the strongest from the holiday rush.

The holiday season is an opportunity to showcase your brand’s commitment to its customers. In the face of delivery chaos, turn peak frustration into peak loyalty with exceptional post-purchase communication. 

Image by Kampus Production via pexels