The trend is clear: When purchasing bulky goods, customers now expect more than just a good product. From the moment of ordering to final use, they want a convenient, predictable, and worry-free all-round experience. Delivery and installation services are gaining importance rapidly, especially in the furniture and technology sectors. This creates not only added service value for retailers, but also sales potential. A recent HES study proves how great the demand for comprehensive service offerings is: Those who support customers from purchase to commissioning demonstrably increase satisfaction – and the closing rate.
Why complete solutions are so important in large-item logistics
Comfort, function, and trust have long been part of the product experience, especially when buying goods that cannot be carried in a shopping bag or shipped in a small package. In practice, this means: The delivery of bulky goods should not end at or in front of the front door if possible. It extends to the place of use, including carrying, unpacking, assembly, connection and, if necessary, a brief introduction. This integral all-round service reduces the overall effort for all parties involved and ensures that customers can experience their new product immediately – without frustration, delays, or technical hurdles.
Not all customers can cope with assembly instructions or technical connections; for many, this can quickly become a challenge. As a result, products remain unused for the time being, are connected incorrectly, or, in the worst case, are complained about or returned. In addition, there is the annoyance of an unsatisfactory shopping experience. If retailers offer support right from the start, they create emotional added value and prevent inquiries, malfunctions, or returns.
Especially with high-priced and technically sophisticated goods such as built-in electrical appliances, smart home systems, or large TV sets, immediate functionality is a crucial part of the customer journey. The service therefore either becomes the brand’s calling card or the breaking point of customer satisfaction.
Delivery and installation service: From cost item to sales lever
Delivery and installation services were long regarded in the retail sector as a “necessary expense” without strategic integration into the sales logic. Those who rethink quickly recognize the great potential:
- Additional services can be specifically monetized – such as wall mounting, connection services, or old appliance disposal.
- The conversion rate is increased because there are fewer uncertainties when buying (“Who takes care of the connection?”).
- They increase the average shopping cart, as the willingness to pay for convenience is demonstrably present.
- They reduce complaints and returns because the initial contact with the device is professionally supported.
- They reduce the effort in customer service, as fewer follow-up questions or self-inflicted problems arise.
By understanding delivery and installation services as an integral part of the product strategy, retailers create an additional source of revenue while increasing customer satisfaction. After all, those who can use their new product immediately and without great effort recommend it to others and are highly likely to return for further purchases.
Professionalism makes the difference
Important: The service must be professionally organized. A good product can be damaged by a bad delivery service, literally, but also in perception. A modern service experience therefore includes:
- a delivery at the desired date with time window announcement or live tracking,
- 2-man handling, especially for heavy or bulky items,
- careful assembly, connection and testing of the function,
- the disposal of packaging material and old appliances
- and competent, friendly service staff who also act as representatives of the brand.
Especially on the last mile, it is decided whether a promise is kept. The teams of the 2-man handling are often the only personal contact with the brand and shape the customer experience more than any online banner or commercial. A friendly appearance, expertise, and binding communication directly contribute to the brand perception.
Numbers that convince: Insights into 2-man handling practice
A recent market study commissioned by HES shows how strongly the delivery and installation performance actually influences the purchase decision: A relevant proportion of consumers would consciously decide against a purchase if no delivery to the place of use (“Free to point of use”) is offered.
In detail, the data show a clear picture: For large electrical appliances, 50 percent of the customers surveyed would change providers if the delivery only takes place “Free to curb” or “Free to house”. In the furniture segment, this share is 42 percent – also a significant value that underscores the importance of a full delivery solution. And the service also plays a crucial role for televisions and sports equipment: Here, 27 percent and 26 percent, respectively, would refrain from buying if delivery to the final place of use is not possible.
But not only the type of delivery, but also supplementary services around the delivery are relevant to the purchase, but often remain below the possibilities. According to the study, 45 percent of buyers of large electrical appliances have already used a connection and installation service. 23 percent were not offered this service at all, but 29 percent of them would have liked to book the option if it had been clearly visible in the purchase process. This means: There is no lack of demand, but of active offer communication. If retailers do not anchor these services in the purchase process, they lose additional sales and forego a central instrument to increase customer satisfaction and loyalty.
More exciting numbers about additional services:
- 61 percent of buyers of large electrical appliances used the packaging disposal, about a quarter (24 percent) were not offered it at all. Of these, 51 percent would have liked to use the service if it had been communicated.
- In the furniture segment, an even clearer gap is evident: 40 percent of customers were not offered packaging disposal, although 60 percent of them would have booked this option.
- More than every second buyer (54 percent) of large electrical appliances took advantage of the “old appliance disposal” service. Of those who were not offered it, about half (49 percent) would also have liked to use this option.
Conclusion: Those who deliver should also complete
A professional delivery and installation service should be an integral part of the product performance today and not an add-on. It brings real relief to customers, secures function and trust, and gives retailers and manufacturers the opportunity to actively shape customer experiences and increase sales.
The retail sector faces a choice: Either understand complete service as a strategic component or leave it to the competitors. Because those who offer comprehensive solutions create more than sales: They create trust.
