KING OF PRUSSIA, PA – Radial, Inc., a subsidiary of bpostgroup, has released findings from a survey of 1,000 U.S. consumers that underscore a shift in how shoppers evaluate and remain loyal to direct-to-consumer (DTC) and modern brands. The survey points to operational performance—such as delivery speed, product availability, and return ease—as pivotal factors driving repeat purchases and consumer trust.
Tom Schmitt, CEO of Radial, remarked on the report’s insights, saying, “DTC and modern brands have done the hard work of building emotional connections, but today’s consumers are demanding operational consistency to match. Our research shows that even the most beloved brands risk losing customers if they can’t meet expectations around speed, availability, and ease.”
Operational Execution Emerges as Key to Consumer Loyalty
While product quality (32%) and exclusivity (29%) still draw customers to a brand initially, Radial’s research reveals that long-term loyalty hinges on operational execution. Delivery speed is a top priority for 72% of consumers, while 66% value product availability and 63% highlight easy or free returns as deciding factors. By comparison, personalized experiences and brand values ranked significantly lower as motivators of repeat purchases.
Fulfillment Issues Undermining Trust
The challenges of scaling fulfillment are impacting customer retention for many brands. Nearly 40% of surveyed consumers stopped buying from favored DTC brands due to issues such as stockouts, delays (29%), unexpected fees (30%), and return difficulties (24%). Younger generations, particularly Gen Z (35%) and Millennials (33%), expressed the highest levels of frustration with delivery delays and lack of communication.
These breakdowns erode trust further when product quality or post-purchase execution falter, with 62% of respondents indicating they would lose faith in a brand under such conditions. Many retail leaders, despite engaging in rapid growth and omnichannel expansion, remain reliant on in-house fulfillment, a practice exacerbating bottlenecks.
A Scalable Fulfillment Solution
Radial’s Fast Track offering is positioned as a game changer for DTC brands navigating rapid growth. Designed for implementation in just one week, this solution offers access to Radial’s pre-integrated and configurable network of over 20 fulfillment centers. By prioritizing speed and operational resilience, Fast Track enables modern brands to fulfill their promises on delivery reliability and trust.
The Future of Modern Retail
Radial’s findings highlight the growing importance of scalable, efficient fulfillment in sustaining DTC brand loyalty amidst rising consumer expectations. With operational excellence now a core driver of customer retention, brands that leverage innovative solutions to meet demand will be better poised to compete and thrive in an increasingly complex retail landscape.
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