Online Grocery Shoppers are Willing to Pay Double the Fee to Improve Delivery Time by One Hour
The long-held assumption that speed is the most important online delivery factor for e-commerce customers is upended by new research released in an article today by MIT Sloan Management Review. During the early COVID-19 lockdowns, committing to a speedy delivery seemed particularly important. Now, as many consumers emerge from the pandemic, they care more about being able to select a specific delivery day and a precise delivery time when it's convenient for them to take in their groceries.
A new analysis finds that a grocery customer is willing to wait 10.8 hours longer for a delivery if the delivery window is one hour shorter, and will wait an additional 7.5 hours longer if the delivery can be...
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