UK retailers target delivery fixes to lift loyalty
Retail supply chain decision-makers have put customer satisfaction at the top of their priorities for 2026, as new figures show persistent parcel delivery problems across the UK.
Research from Advanced Supply Chain found that improving customer service now ranks as the leading focus for supply chain professionals. The company said the shift comes as retailers face weak sales and consumers remain cautious with discretionary spending.
Separate data from Ofcom has highlighted the scale of delivery issues affecting shoppers. More than two-thirds of UK consumers have experienced a recent problem with a parcel delivery, according to the regulator.
Retailers have placed greater scrutiny on how transport and delivery performance shapes customer perceptions. Businesses have also linked delivery outcomes with repeat purchasing and long-term loyalty.
Delivery focus
The Advanced Supply Chain findings indicate that transport and delivery services have become a central concern in planning for 2026. A quarter of supply chain professionals surveyed (26%) rank transport and delivery services as the most critical to their growth in 2026.
Retailers and brands have increasingly measured delivery outcomes in terms of speed and reliability. They have also looked at the sustainability of parcel distribution as customer expectations evolve and operational costs remain under pressure.
Advanced Supply Chain said supply chain teams now link customer satisfaction with operational decisions across the wider network, not only at the point of delivery. The company works with retailers on midstream and upstream parts of supply chains.
Ofcom's consumer research has added urgency to the issue for many retailers. The regulator's findings point to a broad range of parcel delivery problems experienced by the public, including delays, missed deliveries, and lost items.
Warehouse pressure
Advanced Supply Chain said last-mile delivery performance can depend on factors beyond retailers' immediate control. It also said that upstream issues can cause disruptions that appear as delivery failures.
"Retailers and brands are focusing on optimising the back-end of supply chains to improve speed to market and create a solid footing for fixing final mile delivery problems," said Stuart Greenfield, UK and European Sales Director, Advanced Supply Chain.
Retailers have faced a difficult trading environment in recent quarters as inflation has affected household spending and shoppers have become more value-conscious. Many have relied on promotions and loyalty schemes while also reviewing their supply chains to identify areas where disruption affects service and margins.
Delivery failures can also create costs in customer service operations, returns handling and refunds. Retailers have also faced reputational risks when delivery performance falls short during high-volume periods.
Greenfield said delivery issues can arise from a mix of local and operational factors. He also pointed to the role that warehousing plays in delivery outcomes.
"Parcel delivery issues can be localised and caused by driver scheduling and workloads, as well as competence levels, but also impacted by errors and inefficiencies in warehousing, leading to backlogs and negatively impacting the flow of customer orders throughout supply chains. Getting warehouses running like clockwork can help parcels to move on time," said Greenfield.
The survey covered 900 retail supply chain decision-makers and focused on their 2026 priorities. Advanced Supply Chain positioned the results as a signal that companies see customer satisfaction as a practical operational target, tied to delivery performance and consistency.
Retailers now face continued scrutiny from consumers and regulators as parcel volumes remain high and delivery networks handle increasing complexity. Supply chain leaders are expected to maintain focus on transport, warehousing and service levels through 2026 as consumer expectations around delivery remain elevated, said Greenfield.