The delivery experience you offer your e-commerce customers is the single most important part of your customer journey; that’s why creating a WOW factor delivery experience should be every beauty brands top priority.
Let me explain why.
Have you ever heard of The Peak End Rule?
I hadn’t until a few weeks ago, but when I heard it I totally loved it as it backs up something I have been teaching brands for years!
I feel a bit highbrow throwing in a bit of psychology but I promise it’s easy to understand and seriously exciting.
The Peak End Rule is a theory that explains “people judge an experience largely based on how they felt at its peak (i.e., its most intense point) and at its end, rather than based on the total sum or average of every moment of the experience. The effect occurs regardless of whether the experience is pleasant or unpleasant.” (Wikipedia Definition)
In short, as brands, you have the capability and opportunity to hack your customer’s memories of their experience with you. By carefully crafting the peak and end moments of their journey, you have the power to send them away with a strong, positive, exceptional memory that has the power to convert them into returning customers and brand advocates. MIND BLOWING!!!
If you want to hear me talking about The Peak End Rule watch this week’s episode of Indie Beauty TV.
So, I love, love, love The Peak End Rule because it proves 100% that DELIVERY REALLY DOES MATTER!
Delivery is your END. It’s a crucial moment for both you and your customer. With that in mind, and answer this honestly, how much time and effort have you invested in crafting an awesome, wow factor delivery experience?
Not a lot!
This is where the next little bit of magic comes in. Most brands, even established brands give little thought to their delivery. We think a lot about the unboxing experience and the look of our parcels when they arrive, but we don’t think at all about the actual delivery. In logistics jargon we refer to this as THE LAST MILE.
What I’m saying is that if you invest some time and energy in your last mile you have a win win situation. You create wow factor delivery experiences that convert customers into repeat buyers and brand advocates and you gain a competitive edge over your fellow brands out there, even the big guys!
Let me give you some stats from a recent global survey of e-commerce consumers carried out by Metapack that prove why creating a WOW factor delivery experience should be every beauty brands top priority.
61% say a positive delivery experience incentivises them to shop with an e-tailer again
58% choose one online provider over another because they provide better delivery options
54% say clear accurate tracking is an important consideration for the majority of their purchases
77% are conscious or care deeply about the environment when thinking about how they receive their deliveries
We are talking big number here. Over half of your customers expect a great delivery experience. I’ve said it once and I’m sure I will day it again DELIVERY REALLY DOES MATTER.
I’ve got another question for you. Can you afford not to invest some time and energy in creating a wow factor delivery experience?
It’s time for you to take action. I understand that the world of delivery is a bit of a minefield and so I’m here to help. Put any questions you have for me in the comments.
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While you’re here, why not check out some of the other blogs I’ve written. Here’s one to get you started.
Loads of indie hugs and love, Rachel xxxx
P.S. If you’d like to read a little more about The Peak End Rule CLICK HERE for a great blog I found that sums it up quick nicely