Unreliable deliveries related to retail dissatisfaction, say online shoppers

Online shoppers value speedy delivery, and delays can cause negative sentiment, according to data analysed by Unified Customer Intelligence startup Chattermill.

Unreliable courier services, along with complicated return policies are the bugbear of shoppers, who value timeliness and delivery speed, and most of all a high level of customer service.

Chattermill analysed feedback from over 152,000 public Trustpilot reviews, registered between 1st January 2021 to 4 September 2022, from customers buying at ASOS, H&M, New Look, Next and Zara. Based on ratings given by customers, New Look and ASOS have the best customer experience, while Zara has the worst.

According to the data, delivery complaints frequently centred on the fact that despite stating on their websites a limited number of days for delivering purchases — usually around 2 to 4 days — packages tend to be delayed, with items frequently arriving out of the suggested timeframe.

Least loved courier brand is Evri

Based on the feedback collected from customers, Evri (formerly Hermes) is the most problematic courier brand, followed by DHL and Yodel in number of negative reviews. As is reflected in the data, this negativity carries over to the brands that use them.

Return policies, especially those tied to Christmas shopping, also tend to be a source of stress for customers. The data puts Zara as the worst brand for returns and refunds. Speaking about their discontent with Zara’s return policy, one customer said, “I ordered a Christmas gift for my daughter on November 22nd to make sure they weren’t sold out and now can’t return these jeans which don’t fit. The 30-day policy does not work for Christmas gifts and I definitely will not be ordering from this company again.”

Zara plagued by fit issues

One of the biggest drivers for customer dissatisfaction with Zara is also related to issues registered with size and fitting for the brand’s products. According to the reviews, Zara has the worst size and fit out of the five retailers analysed. The products with the most size problems are trousers, dresses and jeans. These are also the top three products most frequently returned by customers.

Dmitry Isupov, Chief Strategy & Insights Officer and Co-Founder of Chattermill, said, “Delivery is one of the most important aspects customers take notice of during the Christmas shopping rush. Everyone wants to make sure their gifts will get to them on time for the holidays. Since retailers choose their delivery partners, it’s crucial they consider the feedback given by their customers throughout the year about the delivery experience. This way, retailers can understand and benchmark the quality of service their delivery partner is providing and prevent it from becoming an invisible thorn in their reputation.”