Early Deliveries Can Frustrate Consumers

Recent research from the University of Iowa's Tippie College of Business reveals that early package deliveries can backfire for online retailers. The study, published in Production and Operations Management, indicates that consumers tend to rate their delivery experience lower when packages arrive before the promised date.

This counterintuitive finding suggests that while faster shipping seems beneficial, it may disrupt customer expectations, ultimately impacting their overall satisfaction and subsequent reviews.