OZ Hair & Beauty, H&M and Lululemon top Online CX Index in shipping and delivery experience

Oz Hair & Beauty, H&M and Lululemon stand out with shipping and delivery experience in October Online Customer Experience IndexAustralia’s first and only online retailer performance platform backed by real data.

Online CX Index is a partnership. Inside Retail and Humii covers the entire website experience, including payment, delivery, and even returns, by evaluating eight key criteria based on up to 200 data points.

Brand analysis for October; It focused on shipping and delivery criteria, including shipping times, delivery times, shipping and delivery communication, order traceability, courier quality and effectiveness of delivery expectations management.

“It’s not just about speed; it’s equally focused on managing customer expectations and ensuring accuracy throughout the entire delivery process,” said Mareile Osthus, co-founder and CEO of Humii.

Oz Hair & Beauty: Delivery time is faster than average in the beauty segment

Oz Hair & Beauty’s shipping time is 1.3 days, which is 1.1 days faster than the beauty segment average and approximately 0.2 days faster than the segment average.

Moreover, the company delivers orders within three business days and informs its customers at every stage, from shipment to delivery notifications and even post-delivery follow-up emails.

“Tracking was another highlight as most customers found it easy to track their orders thanks to Oz Hair & Beauty’s collaboration with Aus Post,” Osthus said.

“Many people appreciated that delivery updates came directly from the retailer, which strengthened the sense of trust and transparency in the process. Many retailers overlook how important this is.”

H&M: Delivery beats rivals by four days

Meanwhile, H&M’s shipping time outpaces rivals in the low-price department store segment

About 1.4 days.

The fashion retailer delivers orders nearly four days faster than its competitors, with its delivery speed also 2.2 days faster than the segment average.

Customers also appreciated that H&M sent numerous updates throughout the delivery process, from shipping notifications to delivery confirmations.

“One of H&M’s notable features is that they include a feedback survey in their shipping emails, which shows a genuine interest in customer feedback and continuous improvement,” Osthus said.

However, some customers complained that the tracking link was not always included so they had to copy and paste it to a different site.

Lululemon: Delivery three days faster than competitors

Lululemon’s shipping speed is two days faster than its competitors in the athleisure and activewear segment, while its delivery is 4.8 days faster.

Similar to the first two brands, Lululemon provides direct email updates throughout the delivery journey.

While customers praise the company’s fast shipping and thoughtful communication, Osthus noted that there is still room for improvement in delivery options.

The feedback stems from some customers finding it inconvenient to have their packages automatically taken to the post office, despite stating their preference for unattended delivery.

The overall shipping and delivery experience is beyond speed

Osthus says promptness is important, but retailers shouldn’t neglect other aspects of the shipping and delivery experience.

These include ensuring tracking links work, providing accurate delivery estimates, sending real-time notifications for important events, and offering multiple delivery options at checkout.

Osthus added that if something goes wrong, the brand’s customer support should own it and resolve it and not put the blame on the logistics partner.

“Make sure your customer support team has the authority to take on and resolve issues immediately,” Osthus said.

Moreover, businesses should allow packages to be left in a safe place where the customer can conveniently pick them up, saving them the hassle of going to the post office. More than 50 percent of retailers Online CX Index tracks still do not offer this option.

Osthus also noted that retailers should provide real-time system updates to minimize order cancellations, especially when shipping from both stores and warehouses.

Inside RetailRobert Stockdill, news director at , said the rankings reinforce the importance of communication as the cornerstone of any customer experience, whether on the website, through online chat functions, email or phone.

“Consumers hate unpleasant surprises. “As a retailer, if you make a promise to the customer about a delivery date or ease of return, it is critical to make sure you deliver on that promise.”

“These retailers ranked highly in this month’s report show that they have an exceptional understanding of customer needs and are equally committed to ensuring those needs are met. “All three brands should inspire every Australian e-commerce retailer.”