The UK’s e-commerce trade body yesterday launched a new home delivery trust scheme – IDIS (Internet Delivery Is Safe) – to encourage online retailers to give shoppers more information and choice as to how and when their goods will be delivered.
James Roper, CEO of the Interactive Media in Retail Group (IMRG), said: “When all of the stakeholders involved – the shopper, the retailer and the carrier – understand their responsibilities and meet them correctly, internet deliveries work well. But when a delivery does go wrong, it can cause considerable stress, inconvenience and cost for all concerned,”
The new scheme incorporates a new Trust Mark and a Charter, setting out the rights that IDIS-accredited retailers must afford their customers, and reminding customers that they have obligations too.
"The IDIS trust scheme is a major industry initiative establishing minimum commitments from all stakeholders to ensure internet retailing goes from strength to strength,” explained Roper. “IDIS is setting and monitoring these standards so consumers buying from IDIS-accredited merchants know that they can expect a shopping experience that will encourage them to buy online again and again.”
The launch took place on the same day that THUS plc released the results of a survey showing that many websites belonging to small and medium-sized enterprises (SMEs) lack vital customer service information.
The study of 50 online SME retailers showed that 76% of sites did not have stock information and 56% did not provide a delivery guarantee. More importantly, for this time of year, 86% of sites did not give any specific details on purchasing cut-off dates or guarantees about delivery times prior to Christmas. These are vital details for anyone wanting to ensure that presents will be under the tree by 24th December.
In addition, more than half (52%) of the sites did not have customer service information easily available to consumers.
According to Dan Cole, head of product management at THUS, “The popularity of online shopping is growing immensely. However, all the convenience of shopping online is erased if customers aren't armed with the correct "stock and drop" information.”
“Just like High Street retailers, shopping websites need to pay attention to customer service because leaving a good impression encourages repeat purchases. If a SME can capture a customer in the right way now it can lead to ongoing customer loyalty and further usage throughout the year,” he added.
The IDIS Charter recognises this fact, but does not limit itself to ensuring that retailers inform customers what they do.
The Charter is a sub-set and extension of the better-known ISIS Code of Practice for e-commerce, an existing merchant verification scheme that is visible on many sites in the form of a blue badge with the words "Internet Shopping Is Safe" and a picture of a credit card secured by a padlock. Two-thirds of UK online shopping is now carried out with ISIS-accredited merchants, according to the IMRG.
The ultimate aim of both schemes is to protect the public and to support merchants and transporters. To this end, the newly launched Charter provides that online shoppers with an IDIS-accredited retailer will have the right to:
- Clear delivery information before you place your order;
- Convenient delivery options;
- Notification of any delivery limitations / conditions;
- Charges that are complete and simple to understand;
- Access to information on your order progress;
- Delivery within the agreed time frame;
- Helpful support with failed / late / attempted deliveries;
- Your goods arriving in good condition; and
- A clear returns process.
But the Charter also reminds customers that in order to aid a smooth delivery, they should:
- Check delivery details carefully;
- Ensure all requested information is correct and complete;
- Read and agree to the terms and conditions;
- Try to be delivery-friendly: If you are likely to be out at the time of delivery, try to make a safe alternative arrangement (e.g. with a neighbour or workplace);
- Have realistic expectations: allow enough time for goods to arrive (picking, packing, shipping - and sourcing, if not in stock);
- Avoid unnecessary / premature enquiries that waste time and money: take advantage of any online support tools (e.g. FAQs, tracking);
- Be aware that it takes longer and costs more to deliver to some remote areas;
- Appreciate that retailers don't 'lend' goods but 'sell' them: If you simply decide you don't want an item, expect to pay the return-shipping bill yourself: generally, returned items must be unused, in good condition and retain their original packaging;
- Agree in advance with the retailer if you are going to return goods that are faulty or incorrect, then return the goods in accordance with the retailer's instructions: expect that you may be required to pay for return postage, which will usually be refunded by the retailer once the problem is confirmed.
