There’s nothing worse than ordering a cheesesteak with no onions and extra fries—and then getting a cheesesteak with extra onions and zero fries. Indeed, customers who use third-party delivery cite inaccurate orders as one of their major concerns, with more than 40 percent of customers reporting issues with their delivery. When this happens, the customer is more likely to blame your store instead of the delivery provider, no matter who is actually at fault.
That means it’s paramount for c-store brands to solve order accuracy issues. They’re trusting your staff’s judgment and ability to pick or cook the items they specifically asked for and securely hand them off to the delivery driver. There’s a lot of room for error in this process, and the delivery service can solve some of the issues.
Customers also expect clear communication in the delivery process. They want to know when their order is ready, on its way and delivered. This is a point of control customers want to hold on to, and you should be concerned with providing it to them. Partnering with the third-party service can help bolster communication. You should also assess how communication on your store’s end can be as clear, concise and accurate as possible.
Customers want options, too. If you go into a store and decide you’re tired of your usual three p.m. soft drink pick-me-up, you might grab an iced tea instead. That’s because people really value having choices whether they walk into a convenience store or order online. Especially when it comes to establishing and maintaining brand loyalty, choice needs to be a priority. So you should look to make it easy for them to navigate their options.
Speaking of speed, your c-store—by its very nature—is designed to be quick and convenient. Customers want this same experience in delivery as well. In the third-party delivery experience, this means both the app interaction and the delivery experience must be quick, relatively speaking.