Those who identify as ‘Sustainable Shoppers’ buy an average of 6.5 items online each month, compared to the overall average of 3.9, and account for 15% of all UK online shoppers. A Sustainable Shopper is defined as someone who makes purchasing decisions based on sustainability credentials, including the product itself, the brand, and the parcel delivery experience.
Ian Keilty, CEO of Whistl, said: “Sustainability Shoppers are reshaping e-commerce and, given their demographic profile, their views on delivery will become increasingly important. A one-size-fits-all approach to targeting and delivery is not a sustainable long-term strategy. “The ultimate goal is to provide an outstanding delivery experience. This requires flexibility and delivery expertise to adapt a retailer’s delivery strategy to meet the needs of an increasingly complex customer base with diverse expectations.”
To help e-retailers tap into this growing opportunity, Whistl has explored the key motivators behind Sustainable Shoppers’ decision-making processes and how retailers can better engage with them.
The research highlights a clear opportunity for e-retailers but also rising expectations around delivery and fulfilment.
Delivery and sustainability go hand in hand
81% of Sustainable Shoppers consider consolidated deliveries to be the most important delivery factor influencing their shopping habits. Other priorities include:
- Recyclable or compostable packaging: 85%
- Clear returns policy: 70%
- Delivery visibility and tracking: 62%
- Sustainable delivery options: 55%
- Lowest delivery cost: 49%
Younger shoppers lead the shift Demographically, Gen Z and Millennials make up the largest share of this group, with an even split across gender and geography in the UK. Although 81% prefer standard home delivery, 66% have used a parcel locker, with 52% of frequent users finding them more convenient than home delivery.
Retailers must rethink their marketing mix To effectively reach Sustainable Shoppers, retailers need a multi-channel approach that blends digital and physical touchpoints. The most effective channels include:
- Online search: 53%
- Promotional email: 40%
- Out-of-home advertising: 38%
- Influencer recommendations: 38%
- Promotional mail: 24%
Further details and analysis are available on the Whistl web site.
Whistl is a £820m+ revenue delivery management company that provides mail, parcels, leaflet advertising, fulfilment and contact centre services in the UK and internationally. Headquartered in Marlow, the Whistl group of companies operate across the UK.
