Saks Fifth Ave.
Same Day Delivery

 Introduction

ShopRunner Same Day Delivery enables retail partners in geo-specific markets offer a same day delivery option. The team is creating an online same-day option using buy online pick up in-store technology. ShopRunner has partnered with Saks Fifth Ave in Manhattan to test this idea.

Problem

While there is a strong business case for both ShopRunner and retail partners. It’s unclear if consumers are intrested in this ideas and how they expect to use the service.

Research Methodology

User Qualitative Interviews
Ethnographic observation

Primary Research Goals

  • Understand a consumers level of interest in Same Day Delivery of soft goods (ie fashion)

  • Discovery what consumer problems we’re solving with Same Day Delievery

  • What users want in a successful Same Day Delivery post-purchase experience

  • Gauge users interest in Same Day Delivery through different real-life shopping prompts

  • Considering the New York population and level of access. Why would a user choose Same Day Delivery instead of going to a brick and mortar?

Recruitment

Using a rigorous screener, I recruited consumers who shop Saks Fifth Ave, are intrested in fashion, and shop frequently online for clothing and accessories. I also made sure to have a mix of people who have participate in same day delivery, buy online pick up in-store, both and none of these.

Analysis

All of the interviews were video recorded. The recording was examined in detail for trends of participants' behaviors, beliefs, and statements. Notes were generated from these videos; clips and quotes were set aside. In collaboration Design Researcher (Colleen) and Product Designer wrote up insights from these interviews, affinity mapped the insights, and identified themes.

Key Findings

  • Five of five of the New York users interviewed were positive about the Same Day shipping option. 4 of 5 users also mentioned other Same Day Delivery services available such as Net-A-Porter and Jet Black. New York members are likely already primed for the same day delivery service.

  • Same Day Delivery provides customers convenience.

  • Free same-day shipping is best, but there is a willingness to pay; this depends on buyers' level of need and/or excitement about the product.

  • Post-purchase expectation: users expect direct and high-level communication of the location and timing of their order.

  • If a user has to meet a spend threshold in order to get same-day delivery, consider that number and make it as low as possible or cost to AOV for that retailer. 3 of 5 users said they felt more comfortable around a $250 spend threshold to meet SDD; $ 500 was not an "everyday spend."

Outcomes

This research provided both the product team and internal leadership customer insight on attitudes towards same-day delivery. What problem it might be solving for our customer, and what value it is providing. Today, ShopRunner is in partnership with Saks, providing Same Day delivery at select locations.

See Same Day Delivery in Action