Page 30 - Kyalami_Issue2_2022

Kyalami Estates Corporate Brand Bible Design 26
3.0 Folder (Inner)
BUSINESS

“Notwithstanding the additional fee the money has left the consumer’s
incurred to get the products to the wallet, the next step is the receipt of
customer, the delivery time was the item. If that receipt takes too long,
advised to be two weeks – following and/or is too expensive, it erodes the
which an email was sent extending experience and could lead to a loss of
the waiting period even longer! This repeat business,” she adds.
created great frustration for the
customer, and has soured the entire Notwithstanding, Ahlfeldt points out
experience.” that some brands have got it right.
Superbalist is one such example that
Bruni says while this extra-long wait often delivers the next day even when
period is highly unusual for any brand, the customer has been informed of
let alone a leading online store, it a two or three day wait period, while
goes to show that even the top guys others, even established brands, can
still get the customer experience take weeks to deliver.
wrong.
“It’s important to note that the
“These delivery hazards can be consumer sees the delivery service
eradicated when using the right type provider as an extension of the brand
of data-driven logistics software they bought from, and if they have ** Freedom House was
solutions and by having decentralised a negative experience during the founded in 1973 on the core
‘hubs’ in city centres that reduce delivery, this tarnishes the original conviction that freedom
the wait time of getting stock from brand that they purchased from. So it’s flourishes in democratic
warehouses located on the urban clear that the future of online shopping nations where governments
peripheries,” he adds. lies in the hands of the logistics are accountable to their
solutions that brands choose to use.” people. Every year, its
Julia Ahlfeldt, a Certified Customer research assesses the
Experience Professional, says conditions of political rights
shoppers are often inclined to avoid a In conclusion, Ahlfeldt says and civil liberties around the
brand that got the ‘last-mile’ delivery consumers compare the last best world.
wrong. In fact, reports suggest that delivery experience to their next Large sections of this article
56% of shoppers won’t buy from a delivery experience, and if they are have been taken verbatim
brand again if they are not satisfied not up to par, they will find fault. “They from the Freedom of the World
with the shipping service. expect instant gratification. Living in a
digital world has sped up everything, Reports.
“It is an integral part, and arguably and the same goes for last-mile
the most important part, of the entire delivery expectations, where faster
online shopping experience. Once has become better.” Image: Eric Mclean, Unsplash

Image: Rowan Freeman, Unsplash

28 Kyalami Estates • CONNECT • Issue 2 • 2022