Home delivery can play a vital role in driving online sales

The 2011 Parcel Deliveries Usage and Attitude Survey found that there was a significant opportunity to convince non-online shoppers to start using the Internet by adopting a simpler returns process (63 per cent), improving the convenience of delivery solutions (56 per cent) and incorporating an effective proof of delivery mechanism (56 per cent).

When asked the primary reason for not buying online, half of the respondents stated a preference for the traditional shopping experience. However, delivery (16 per cent) and security (17 per cent) were the next most common reasons, suggesting there was a significant untapped portion of the consumer population that could boost online sales if these barriers could be removed. In particular, 49 per cent of non-online shoppers felt that the cost of delivery made online purchasing more expensive than buying on the high street, whilst 42 per cent were worried they could lose out if deliveries went astray.

Elsewhere in the findings, regular online shoppers continue to want services that make home deliveries more convenient, especially for those not at home during the day. For example, 85 per cent of respondents thought evening deliveries were appealing, increasing to 93 per cent for those in full-time employment, whilst 75 per cent were in favour of going online to organise a collection from home or a safe place in order to return unwanted purchases.

There was also a definite preference stated for deliveries to be left with a neighbour (61 per cent) or in a safe place (51 per cent) instead of receiving a card asking to rearrange delivery or collect from a depot (30 per cent). Meanwhile, in urban areas there is widespread appeal for parcel shops that are open from early morning to late evening that could handle deliveries (66 per cent) and returns (75 per cent).

However, receiving a delivery at work does not seem to be a universal solution for online shopping. The findings suggest considerable variation in employers' internal policies, with only 33 per cent of respondents stating they were allowed to receive deliveries at their place of work, whilst 33 per cent said they did not have permission and 36 per cent did not know. Of those that could, 67 per cent had received a delivery at work.

The importance of next-day delivery for online shoppers has dropped since last year with 41 per cent claiming this is quite or very important compared to 51 per cent last year. In contrast, those respondents claiming cost to be very important when selecting a delivery service grew from 63 to 73 per cent. This may point toward consumers looking for the most cost effective delivery solution as household income is squeezed in preference to the fastest option.

Jon Tobbell Commercial Director of Hermes in the UK commented: "Our research gives useful insight into buying habits, delivery requirements and attitudes of online shoppers, as well as a better understanding of the sentiments and needs of those that currently do not shop online. We have an ongoing commitment to working closely with our retail customers to create a home delivery solution that meets the precise needs of the consumer and support the continued uptake of Internet shopping."

The 2011 Parcel Deliveries Usage and Attitude Survey was conducted amongst 1,000 online shoppers who had taken deliveries from e-retailers at least three times in the preceding three months and 500 non-online shoppers who never shop online for non-food items that require delivery.