Doing this in a way, which guides them tactfully to choose the options which the retailer knows they can commit to and execute successfully while maintaining margins is a win-win result. Giving the customer freedom to choose what meets their commitments during the purchase process creates a greater bond and lock-in to the purchase from the outset. The challenge is how to provide customers with choices on how and when they want to receive the product they have ordered. The surge in online retailing means home delivery services have now been placed at the forefront of customer facing business decisions.

Optimising the in-store experience is no longer the primary concern for retailers when considering customer satisfaction.