James Roper, CEO of the Interactive Media in Retail Group
(IMRG), said: “When all of the stakeholders involved – the shopper,
the retailer and the carrier – understand their responsibilities
and meet them correctly, internet deliveries work well. But when a
delivery does go wrong, it can cause considerable stress,
inconvenience and cost for all concerned,”
The new
scheme incorporates a new Trust Mark and a Charter, setting out the
rights that IDIS-accredited retailers must afford their customers,
and reminding customers that they have obligations too.
"The IDIS trust scheme is a major industry initiative
establishing minimum commitments from all stakeholders to ensure
internet retailing goes from strength to strength,” explained
Roper. “IDIS is setting and monitoring these standards so consumers
buying from IDIS-accredited merchants know that they can expect a
shopping experience that will encourage them to buy online again
and again.”
The launch took place on the same day that THUS plc released the
results of a survey showing that many websites belonging to small
and medium-sized enterprises (SMEs) lack vital customer service
information.
The study of 50 online SME retailers showed that 76% of sites
did not have stock information and 56% did not provide a delivery
guarantee. More importantly, for this time of year, 86% of sites
did not give any specific details on purchasing cut-off dates or
guarantees about delivery times prior to Christmas. These are vital
details for anyone wanting to ensure that presents will be under
the tree by 24th December.
In addition, more than half (52%) of the sites did not have
customer service information easily available to consumers.
According to Dan Cole, head of product management at THUS, “The
popularity of online shopping is growing immensely. However, all
the convenience of shopping online is erased if customers aren't
armed with the correct "stock and drop" information.”
“Just like High Street retailers, shopping websites need to pay
attention to customer service because leaving a good impression
encourages repeat purchases. If a SME can capture a customer in the
right way now it can lead to ongoing customer loyalty and further
usage throughout the year,” he added.
The IDIS Charter recognises this fact, but does not limit itself
to ensuring that retailers inform customers what they do.
The Charter is a sub-set and extension of the better-known ISIS
Code of Practice for e-commerce, an existing merchant verification
scheme that is visible on many sites in the form of a blue badge
with the words "Internet Shopping Is Safe" and a picture of a
credit card secured by a padlock. Two-thirds of UK online shopping
is now carried out with ISIS-accredited merchants, according to the
IMRG.
The ultimate aim of both schemes is to protect the public and to
support merchants and transporters. To this end, the newly launched
Charter provides that online shoppers with an IDIS-accredited
retailer will have the right to:
- Clear delivery information before you place your order;
- Convenient delivery options;
- Notification of any delivery limitations / conditions;
- Charges that are complete and simple to understand;
- Access to information on your order progress;
- Delivery within the agreed time frame;
- Helpful support with failed / late / attempted deliveries;
- Your goods arriving in good condition; and
- A clear returns process.
But the Charter also reminds customers that in order to aid a
smooth delivery, they should:
- Check delivery details carefully;
- Ensure all requested information is correct and complete;
- Read and agree to the terms and conditions;
- Try to be delivery-friendly: If you are likely to be out at the
time of delivery, try to make a safe alternative arrangement (e.g.
with a neighbour or workplace);
- Have realistic expectations: allow enough time for goods to
arrive (picking, packing, shipping - and sourcing, if not in
stock);
- Avoid unnecessary / premature enquiries that waste time and
money: take advantage of any online support tools (e.g. FAQs,
tracking);
- Be aware that it takes longer and costs more to deliver to some
remote areas;
- Appreciate that retailers don't 'lend' goods but 'sell' them:
If you simply decide you don't want an item, expect to pay the
return-shipping bill yourself: generally, returned items must be
unused, in good condition and retain their original packaging;
- Agree in advance with the retailer if you are going to return
goods that are faulty or incorrect, then return the goods in
accordance with the retailer's instructions: expect that you may be
required to pay for return postage, which will usually be refunded
by the retailer once the problem is confirmed.
