Hybrid Havoc: How WFH is making home delivery harder to deliver on
Customer expectations have changed when it comes to home deliveries, and smart brands are delivering more to cater for the increasingly complex logistics in their customers’ lives.
Half of UK consumers say that real-time, accurate delivery updates are more important to them now than before the pandemic, and, perhaps surprisingly, this is significantly higher amongst those with a hybrid working arrangement. Maru have undertaken research to better understand what’s driving this change and to identify the make-or-break experiences within this crucial touchpoint.
Safe places don’t feel that safe anymore
75% of our respondents stated they prefer to be at home to take receipt of deliveries that won’t fit through their letterbox, leaving less to chance with their designated safe-place. They cite one of the key reasons for this as being a perceived increased prevalence of doorstep thefts, which they associate with the ongoing cost of living crisis. Second to this is the risk of damage to the items if the safe-place instructions aren’t entirely adhered to, or where damage to packages in transit aren’t able to be spotted through the drop-off process and trigger a later complaint and/or return.
“Saves my parcel from being left in a safe place which is not so safe”
“I cannot afford a delivery to be stolen because it has been left outside”
“Real-time updates ensured that I was aware of the delivery and could retrieve my package promptly”
Where safe-places have been a long-standing mechanism to maximise successful delivery attempts for couriers, the increased reluctance of consumers to use this option means they’re trying harder to be available to receive home deliveries. They are turning to couriers for intel that helps maximise the tracking information they have available to make this possible.
WFH makes meticulous diary planning more important, not less
The increased prevalence of flexible and hybrid working arrangements mean deliveries need to slot into a customer’s routine in a different way.
People are attempting to do a normal day of work from home and trying to estimate when they’ll need to dip out of meetings or presentations to answer the door. This brings an increased need for precise, real-time ETAs: 94% of our respondents said just knowing on which day a delivery will be attempted isn’t sufficient, and 1 in 3 expected a maximum delivery window of just 2 hours, even for bulky deliveries such as furniture or white goods.
“I have a busy work schedule so I can book myself time out of my diary when I know a delivery is arriving”
“Now I work from home, I need to know when I’ll be disturbed”
Those with hybrid working arrangements have added complexities to think about. They need to know with certainty which day their delivery will be attempted so that they can schedule their in-office and at-home days accordingly. Then, on the day of the delivery, it’s the same story in terms of planning their diary around that interruption as successfully as possible.
“Hybrid working is more common now. Being able to accurately determine delivery dates allows me to schedule them for days and times when I can arrange to be at home”
Hybrid workers place importance on both the ability to lock in a date for a delivery and the ease with which they can change this date should their circumstances change. For remote workers, the focus is more consistently on the ability to track real-time progress of their delivery with an ETA.
Perhaps unsurprisingly, the hybrid group are significantly more willing than fully remote or workplace-based employees to pay more to have increased confidence as to when their delivery will arrive. The opportunity (and challenge) is then set for retailers to provide viable delivery options that fully answer this need for commitment to time slots.
Tracking technology is a clear way for brands to respect their customers’ needs
There’s been lots of innovation and advancement in delivery tracking technology in recent years, and consumers are becoming increasingly familiar with it thanks to the likes of Uber, Deliveroo, Amazon and Tesco. View your driver on a map, know how many stops away they are, receive an estimated time of arrival – it’s all possible, and it’s changing the playing field for couriers.
When customers know better technology exists, it reflects poorly on brands that ignore it or that choose couriers who haven’t adopted it. It can feel personal - why wouldn’t a company use the smart tools available to minimise anxiety, hassle, and disappointment? On the flip side, get it right and you’re successfully connecting with both the emotional and practical needs of your customers to create a satisfying delivery experience.
The choice of courier and delivery options reflect on the brand more than ever, and these decisions have the potential to impact long-term customer loyalty. 45% of our respondents agreed that they were less likely to order online from brands who have chosen to partner with the couriers they prefer to avoid.
What does this mean for digital retailers?
Brands shouldn’t underestimate the value of real-time, accurate delivery updates - especially for customers managing busy schedules and limited headspace. A seamless delivery experience is built on clear communication and meaningful choice, giving customers a sense of control from booking to tracking to confirmation that their order has arrived safely.
Empower the driver | Assigning a delivery date isn’t enough. Customers expect narrow time slots and real-time updates on when to expect their order. By partnering with couriers who equip drivers with accurate tracking tools, brands can reduce customer anxiety, increase convenience, and enhance the overall digital purchase experience.
Make space for change | Life is unpredictable, and customers expect the brands they engage with to offer maximum flexibility. This extends to delivery - whether it's rescheduling or redirecting an order. Providing self-serve tools that let customers manage their delivery slots is a welcome move, but only if the underlying logistics can keep up with that level of agility.
Don’t overdeliver | An early delivery might seem like a win, but it can just as easily cause inconvenience. Many customers plan carefully around expected delivery dates, so deviating from that, whether early or late, can create anxiety and disruption. Retailers and their courier partners should prioritise precision and reliability over speed. There’s room for premium delivery options, but success lies in staying true to the committed timeline.
Protect the goods | As eco-friendly delivery methods such as electric vans, bike couriers, and reduced packaging gain traction, customer confidence in parcel safety and condition becomes even more critical. Brands must reassure customers that their orders are in good shape and left in safe locations. When things do go wrong, seamless replacement or refund options can go a long way in reducing frustration and maintaining trust.
Maru are advocates of consumer needs in a demanding world. We have been working with omnichannel retailers, couriers, and customer services teams for over 25 years. We’re here to support you to better understand the specific needs of your target audiences when it comes to delivery logistics, and how to protect customer experience at every step of the process. Get in touch with the team today to learn more.