General delivery conversation in the English-langauge countries we studied varied, highlighting important regional nuances in preference. In the US, delivery time was a huge issue (1m mentions). But, in the UK and Australia, conversation had a lot of focus on free delivery (383k and 43k mentions respectively).
Meanwhile, uniting topics in general delivery conversation included customer service (2m mentions) and price (2m mentions).
Unexpectedly, as consumers have become more accustomed to ordering for delivery, conversation towards it has become more and more sour. Looking at sentiment-segmented conversation from March 1 to July 31, mentions were 40% negative. And, among emotion-categorized posts, 46% were classed as angry. Waiting times and missed deliveries drove this conversation.
Ongoing demand for items being delivered marks a big change for many retailers, but the scale of online complaints is enormous. For businesses to take advantage of the trend towards delivery, and to win and retain custom, they’ll need to iron out the difficulties and pay close attention to differences and changes in consumer preference.
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Brandwatch Response Team