Flexibility is the new first-class delivery, Avery Dennison survey confirms
- 77% of electronics and 74% of fashion e-commerce shoppers want real time parcel delivery control
- Smart tracking technology, such as radio frequency identification (RFID) and Bluetooth Low Energy (BLE), make real-time redirection possible, yet the opportunity remains largely untapped by retailers and parcel carriers
MENTOR, OH – November 6, 2025 — As e-commerce continues to reshape retail, consumers are demanding more than just fast delivery - they want greater flexibility. The Consumer Verdict report from Avery Dennison reveals that 71% of all non-food shoppers, rising to 77% of electronics shoppers, want the ability to redirect or reschedule their parcels while packages are in transit.
This appetite for control extends across product categories, with the majority of consumers wanting redirection capabilities for large items such as furniture and white goods (75%), fashion and footwear (74%), health and beauty items (70%), books and toys (66%) and sports and outdoor equipment (66%).
The findings come at a time when retailers and their logistics partners are constantly challenged to better serve the needs of increasingly mobile and demanding consumers. Mid-delivery redirection also has the potential to prevent costs for retailers and carriers. One study calculates that failed deliveries cost approximately $17.20 per attempt, and reduce customer retention, so first-attempt success rates should be a priority.
For the report, Avery Dennison, a global materials science and digital identification solutions company, surveyed 5,000 consumers across the US, UK, France, and Germany. The findings highlight a significant gap between consumer expectations and current delivery services, despite the technology now existing to make mid-delivery redirection a reality assisted by smart tracking solutions and RFID-enabled logistics systems.
Digital identification makes it possible
RFID tags ensure data remains physically coupled to the parcel. The biggest risk during transit change is losing track, so by never disconnecting the data physically, the parcel itself can tell 'who' it is and therefore provide stability regardless of any network glitch.
Gino van Ossel, professor of retail management and shopping behavior at Vlerick Business School in Ghent, Belgium is quoted in the report, saying predictability is the new speed. “People don’t mind waiting a bit longer, but they need to know when their parcel is coming. This is the new expectation of consumers.”
Professor van Ossel sees a strong link between adoption of RFID technology, tracking and trust. He continues: “If you’re a retailer, you have to balance offering the best experience with the costs. But if the consumer doesn't feel in control, they won’t come back. This is not just about cost, it’s about creating trust. I think RFID technology in the supply chain is inevitable. If you don’t adopt it, you’ll fall behind. It's crucial to have technology installed to track everything, especially when you start handling large volumes.”
Julie Vargas, vice president and general manager of Identification Solutions at Avery Dennison, adds: “The technology exists for rescheduling and redirects to be part of the standard delivery experience. Smart tracking systems powered by RFID technology enable real-time visibility and the flexibility to make changes on the fly. Retailers and carriers who embrace this capability will meet rising consumer expectations while reducing failed deliveries and the associated costs.”
Download The Consumer Verdict whitepaper here.
Research methodology
The research was conducted by Opinion Matters among a sample of 5,000 consumers in the US, UK, Germany, and France.
Media contact
Jack Gibson
Global PR Manager
jack.gibson@eu.averydennison.com
About Avery Dennison
Avery Dennison Corporation (NYSE: AVY) is a global materials science and digital identification solutions company. We are Making Possible™ products and solutions that help advance the industries we serve, providing branding and information solutions that optimize labor and supply chain efficiency, reduce waste, advance sustainability, circularity and transparency, and better connect brands and consumers. We design and develop labeling and functional materials, radio-frequency identification (RFID) inlays and tags, software applications that connect the physical and digital, and offerings that enhance branded packaging and carry or display information that improves the customer experience. Serving industries worldwide — including home and personal care, apparel, general retail, e-commerce, logistics, food and grocery, pharmaceuticals and automotive — we employ approximately 35,000 employees in more than 50 countries. Our reported sales in 2024 were $8.8 billion. Learn more at www.averydennison.com.
