Whether they choose to shop online or in-store, most customers request home delivery when buying furniture, says DX’s Paul Doble – and, as a result, it’s not only vital to satisfy the customer at the point of sale, but also to ensure that the service provided remains consistent all the way to the delivery arriving at their home …
For furniture retailers in particular, a key part of this process will be ensuring that customers understand exactly what the delivery process will involve, and how different delivery options will affect the final price they pay.
For example, it is normally the default (and cheapest) option for most deliveries to end at the customer’s doorstep – rather than inside the house – but that is not always the best choice.
In this scenario, whether it’s an armchair, a sofa or a large wardrobe, it’s the customer’s responsibility to bring the item into the house and up the stairs to whichever room it will be placed in. Many customers will baulk at having to take on such a mammoth task, but the problem is that delivery specifications like these are often not explained very clearly at the point of checkout – and sometimes not displayed at all.
As a result, many customers tend to go for the cheapest delivery option – only to be left frustrated, confused and disappointed when their courier simply drops the item on the doorstep and leaves.
To avoid this poor customer experience, furniture retailers need to offer a range of delivery options at the checkout. As well as different date and time options, customers should also be given the choice between one- and two-man deliveries, and provided with a clear description and cost options for each.
“Many customers tend to go for the cheapest delivery option – only to be left frustrated, confused and disappointed when their courier simply drops the item on the doorstep and leaves”
Customers may opt for one-man delivery in cases where an item isn’t particularly heavy or cumbersome, such as a small bedside table or a TV stand, but two-man deliveries will be a much better choice in some cases, even if it means paying a bit more. With two couriers on hand to deal with heavy or more valuable items, the risk of damage is reduced due to the additional manpower, and the couriers are also able – and insured – to deliver the furniture to the customer’s room of choice, and, if required, even build and fit the furniture.
A professional and timely delivery is the last – and vital – piece of the puzzle when customers shop online. For this reason, retailers need to display the different costs and delivery options available prominently at the point of purchase, along with a clear explanation of what these different options entail. Consumers will traditionally look for the cheapest option without fully understanding the small print, so it’s the retailer’s job to educate that the cheapest may not necessarily be the best.
Author Paul Doble is the chief sales and marketing officer of DX, a leading independent mail, parcels and logistics end-to-end network operator. This article was published in the January issue of Furniture News magazine.
