The internet has made the world smaller in a lot of ways, but perhaps the biggest real-life societal shift we’ve experienced as individuals in the digital age is through the e-commerce revolution. Before the rise of the online storefront, we were a people of relative patience; goods would have to be ordered in and awaited, or would have to wait until you physically visited a retail outlet to be purchased. Today, we’ve grown accustomed to an altogether faster pace of commerce.
Amazon had no small part in the proliferation of fast shipping, having paved the way for pioneering logistics innovation as well as for e-commerce as a whole. Now it is possible for online businesses of any size to offer next- or even same-day shipping, much to the delight of their customer base. But why is it that fast shipping is so beneficial for businesses to offer – and, more pressingly, how is it that fast shipping has become such an influential aspect of the customer journey?
Instant Gratification & Dopamine Release
While fast shipping has never been available on such a grand scale before, the human compulsion to “want thing now” is by no means new. Instant gratification is a key factor in consumer psychology, describing the instant dopamine release the vast majority of us will experience when indulging in a spot of retail therapy.
In this way, shopping can feel like a reward above and beyond the intrinsic value of the item purchased. Of course, if lengthy delivery periods extend the perceived length of the transaction, customers are more likely to re-evaluate their decision: buyer’s remorse, in so many words.
Reducing Uncertainty & Anxiety
This leads us to another key aspect of any customer’s decision-making with respect to retail – anxiety. In many cases, purchases are not knee-jerk appeals to our dopamine centre, but necessary undertakings. Whether or not there’s a time limit to a task that requires certain items, customers can feel anxious waiting for said items to arrive, thus creating negative emotional correlations with the wider brand or shop-front. Fast shipping eliminates this, increasing the likelihood of positive emotional association.
The Illusion of Control
Fast shipping is also an extremely powerful psychological tool with respect to customer control – or, more accurately, the illusion of control. If your business offers next-day delivery with track and trace options, your customers can feel a level of control not only in customising their delivery experience, but also in monitoring the progress of their delivery via tracking. Though customers have no involvement in the delivery process, having oversight of their order’s journey can be enough to provide a sense of authority over the process.
Competitive Advantage & Brand Loyalty
All of these psychological impacts add up, and positively so. Businesses can utilise third-party logistics enterprises to offer their customers security, peace of mind and a sense of direct involvement in the swift delivery of their orders. This, in turn, can help build positive brand associations, and ultimately go a long way to building brand loyalty in repeat customers.
