Following an advert by Amazon’s one-day delivery service found as being misleading, by the Advertising Standards Authority, a merchant is warning retailers not to overpromise on service.

Managing director of builders’ merchant D.W. Nye Rex Nye says don’t promise what you can’t deliver

Managing director of D.W. Nye, Rex Nye says retailers hoping to gain competitive advantage on delivery, without having a thorough view of what it takes to meet the requirements, may reach breaking point.

He said: “Offering the fastest possible service can be a game changer for organisations looking for that edge, however it can set an unrealistic standard that many retailers are simply unable to achieve.”

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Rex Nye continued: “A true, unfaltering, next-day delivery service is almost impossible for some industries, pushing companies and their employees to an unnecessary limit.

“Overpromising to customers has inevitably led some to breaking point and now is the time for retailers to tackle these challenges.”

“The ideal place to start is by being honest with the customer and managing expectations. We’ve found this is the best possible strategy.”

Owner of MBK Studio Stewart Woodruff has also recently advised retailers that honesty is the best policy in business.

Rex Nye adds: “Being an independent supplier, we understand what’s realistically possible when it comes to delivering goods to the door.

“We strive to offer a next-day delivery service, and in the unlikely event of any unforeseen delivery issues, we’ll be transparent.

“The objective is to ensure businesses don’t promises what they can’t deliver and push their transport and delivery services to such an extent that is becomes an unrewarding place to work.”

Established in 1985, D.W. Nye Builders’ Merchants is a family-run business based in Kingsfold, Horsham, East Sussex.