UPS survey examines logistics-related aspects and consumer traits related to e-commerce

As the pull of shopping online via mobile devices becomes ever more prevalent, recent research from transportation and logistics bellwether UPS shows that as more consumers shop online, they also bring with them specific preferences and guidelines, too.

The survey, entitled “UPS Pulse of the High-Tech Online Shopper,” is based on feedback from more than 2,000 consumers.

Some of its most telling findings, as they specifically relate to supply chain and logistics, focus on deliveries, returns, and free shipping, each with very telling observations.

For delivery options, the survey found that high-tech purchasers are bigger users of alternative delivery options, with 37 percent preferring shipping to an alternative location other than home (compared to 30 percent of non-high tech shoppers).

“The primary reasons customers prefer alternative delivery is to avoid missed deliveries, having to stay home to receive their packages and greater convenience for them,” a UPS spokesman said.

And 56 percent preferred shipping to an alternative location with extended hours and lower fees. Another interesting finding on that front was how high-tech purchasers use ship-to-store more often, with 52 percent saying they have shipped to store for pick-up, with 45 percent of that 52 percent noting they plan to employ this practice more frequently.

The survey’s data regarding free shipping continues to paint a picture of free shipping being something that high-tech shoppers are seemingly viewing as vital to a degree.

“Free shipping continues to be important to online shoppers and they are willing to wait longer for their packages to receive it,” the spokesman said. “Free shipping was rated as the most important option while checking out online by 75 percent of respondents. A whopping 93 percent of high tech shoppers have taken action to qualify for free shipping on online orders. Those actions include adding items they plan to keep to their order (51 percent), choosing a slower transit time (48 percent) and shipping to store (39 percent). A third of high tech shoppers will wait three to five days and an additional half (48.7 percent) are willing to wait six to 10 days for free shipping.”

But the UPS data also points out the high-tech purchasers are willing to pay for shipping to get products they want or faster delivery.

As an example, nearly 60 percent (59 percent) indicated they wanted a product and free shipping was not offered, and 35 percent said they needed a product delivered faster than the free shipping service offered.

Returning online orders in the form of a smooth returns process received a high priority by the survey’s respondents.

“High tech respondents reported multiple issues with returning online purchases,” the UPS spokesman said. “There were two that offer insights into why they are shipping items back instead of returning to a store.  First, 30 percent reported that it was inconvenient to return to a store. Second, 25 percent reported that the retailer did not accept store returns for online purchases.”

When asked about the best return practices, 37 percent of survey respondents cited the ability to return to a store, and 27 percent listed the convenience/proximity of the store location indicating that the retailer return policy and the store location are both important to consumers.