Why delivery accuracy is now more important than speed

As the holiday shopping season approaches, with key events such as Black Friday and Cyber Monday, delivery logistics are coming under intense scrutiny. For many years, brands have emphasised speed, promising ever faster delivery options. However, customer expectations have evolved and delivery accuracy has overtaken speed as the primary driver of customer satisfaction. Especially during the holiday season, when the stakes are highest, customers value reliability above all else.

The holiday season, with its focus on gift-giving, puts immense pressure on merchants to deliver with precision. Shoppers no longer just want the promise of same-day delivery when there is a risk of delays or misplaced orders. They need to know that their packages – especially gifts for their loved ones – will arrive when they expect them. This is especially true when it comes to making sure that toys and presents are under the tree on Christmas morning. For many families, the thought of gifts arriving late is simply unthinkable.

62% of consumers say an accurate estimated
delivery date is more important than fast shipping.
OneStock omnichannel playbook

The shift in customer expectations

While delivery speed still appeals to consumers, it is no longer the deciding factor. This reflects a broader shift toward reliability, as shoppers grow more concerned with whether their orders will arrive on time rather than how quickly they ship.

During the Christmas season, this focus on reliability becomes critical. Parents, in particular, cannot afford to take risks with toy deliveries. Knowing that their children’s presents will arrive on time is not just a convenience, it is essential. A single late delivery can ruin a holiday morning, and for brands, the reputational damage can be long-lasting. The disappointment of missing presents under the tree is a mistake no retailer wants to make.

Why delivery accuracy matters:

1. Building and maintaining customer trust  

Trust is earned not through promises of speed, but through accurate delivery. Indeed, shoppers expect clear and reliable communication about their orders. In 2024, consumers now expect real-time updates on their orders’ status, and accurate deliveries reinforce this trust. As Christmas approaches, trust becomes even more valuable. 

2. Managing expectations and preventing dissatisfaction  

During the holiday season, accurate deliveries are non-negotiable. Organisations that overpromise and underdeliver risk frustrating their customers. During Christmas, if a delivery misses its date, it’s not just a minor inconvenience, it’s a broken promise. Most of the time, consumers are willing to accept longer delivery windows, provided that the date is reliably met. Focusing on accuracy prevents these last-minute disappointments and keeps customer trust intact.

3. Operational efficiency during peak shopping seasons  

High demand periods such as Black Friday and Christmas put logistics networks under extreme pressure. Prioritising speed over accuracy can lead to errors such as misplaced packages or incorrect orders. Brands that focus on delivery accuracy can minimise these errors, even during hectic periods. By ensuring the right items arrive on time, companies can reduce customer complaints and avoid operational bottlenecks during the busiest time of the year.

4. Reducing returns, refunds, and customer service overload  

When orders are rushed, mistakes happen. Late or incorrect deliveries lead to increased returns and refunds, which are costly and time-consuming. During the holiday season, a surge in WISMO (Where Is My Order?) inquiries can overload customer service teams. Several returns during the holidays are due to delayed or incorrect deliveries, further burdening logistics operations. Accurate delivery reduces these errors and alleviates the strain on support teams.

5. Protecting brand reputation during high-visibility periods  

The holiday season is when retailers are most visible – and most vulnerable. A single missed Christmas delivery can lead to widespread negative reviews. In contrast, positive word-of-mouth during this period can lead to long-term customer loyalty, while a failure to meet expectations can cause lasting damage.

The role of OMS technology in delivery accuracy

Ensuring delivery accuracy, especially during the holiday season, requires advanced technology. An Order Management System (OMS) can ensure accurate and reliable deliveries, even during peak periods. Key features of a modern OMS include:

• Real-time inventory visibility: With accurate, real-time visibility into inventory availability, brands can avoid disappointing customers by ensuring that only in-stock items are available for purchase.
• Dynamic order orchestration: An OMS automatically selects the optimal fulfilment location, reducing delivery times without sacrificing accuracy. This ensures orders are routed efficiently and packages arrive on time.
• Automated customer notifications: Keeping customers informed of their order status at every step helps manage expectations and reduce anxiety around holiday deliveries. Notifications about shipping confirmations, shipments, and delivery status reassure customers during this critical season.
• Seamless fulfilment: Whether customers choose home delivery or in-store pickup, an OMS ensures that orders are fulfilled exactly as promised, regardless of how the purchase was made.

KPIs to measure success

To evaluate the success of delivery accuracy, particularly during the holiday season, we recommend to monitor these key KPIs:

• On-time delivery rate: Track the percentage of orders that are delivered on or before the promised date.
• WISMO inquiry rate: A lower WISMO rate indicates improved delivery accuracy, reducing stress for both customers and customer service teams.
• Rate of returns due to incorrect orders: A lower return rate means fewer order fulfilment errors, which directly correlates with improved accuracy.
• Customer satisfaction scores: Higher customer satisfaction during the holiday season reflects the success of accurate and timely deliveries.

As we head into Black Friday, Cyber Monday and Christmas, delivery accuracy has become paramount. Customers are no longer swayed by the promise of fast delivery alone, they want certainty. 

By investing in OMS technology and focusing on delivery accuracy, merchants can ensure they meet customer expectations, protect their brand reputation and foster long-term loyalty. Accurate deliveries not only prevent holiday disappointment, but also position brands for continued success in the year ahead.By investing in OMS technology and focusing on delivery accuracy, merchants can ensure they meet customer expectations, protect their brand’s reputation, and foster long-term loyalty. Accurate deliveries not only prevent holiday disappointments but also position brands for continued success in the year ahead.