Maintaining flawless delivery for your Dental Supply store

Article topics

1. Why a good delivery track record matters
2. 10 ways to ensure you provide a high-quality delivery service
3. Dental supply store deliveries: Frequently asked questions

When you run a dental supply store online, you’ll sell a lot of products to dental practices; everything from face masks to 3D imaging systems!

Whatever you sell, it’s vital that it reaches your customers quickly and in excellent condition. If not, there’s the risk that they’ll opt not to buy from you next time.

According to Ipsos, 85% of shoppers say that they won’t buy from an online retailer again if the delivery experience is poor.

In this comprehensive guide, we’ll explain the benefits of providing an exceptional delivery service and share ten ways to ensure your delivery efforts keep your customers happy.

Why a good delivery track record matters

Offering a wide range of products at the best prices can be a fantastic way to encourage customers to visit your dental supply store. However, a high-quality delivery service is the critical factor that will make them buy from you time and time again.

72% of customers who are happy with the delivery service they receive are likely to increase how much they buy the next time they make a purchase.

Exceeding delivery expectations doesn’t just inspire brand loyalty and increase sales – it can help in other ways too:

• It builds trust and credibility. Your customers are reliant on fast and efficient delivery in order to provide a great service to their patients. Help them, and they are more likely to choose you in the future
• It protects your brand reputation. 64% of customers say they will leave a negative online review if their delivery is delayed. Conversely, a good delivery service will lead to positive reviews, as well as your customers recommending your online store to other dental surgeries
• It reduces costs. Providing a quality delivery service means you spend less money and employee time dealing with issues and refund requests
• It gives prospective customers an additional reason to choose your business. You can use the fact that you offer a second-to-none delivery service as a unique selling point, helping you stand out in a competitive marketplace

10 ways to ensure you provide a high-quality delivery service

It’s essential to think about your delivery procedures at all stages of the sales process. From when your customers visit your website and look at the products you sell, all the way through to them receiving their delivery.

Here are ten things to bear in mind in order to provide a fast and efficient service to your customers.

1. Invest in inventory management that works

Good inventory management ensures you don’t run out of the products your customers want, and that you don’t accept an order, only to realise you can’t fulfil it in the timescales promised.

Over a quarter of UK customers say they would consider shopping with a competitor if the business they used regularly ran out of stock.

Here are some ways to make sure you never run out of your most in-demand items:

• Use an inventory management system to keep track of the items you have in stock, and carry out regular stocktaking audits to take account of any damaged or expired items
• Implement a first-in, first-out inventory model to make sure the first items purchased are the first ones sold
• Identify your reorder points – how many of each product you need to have left before placing a new order
• Work closely with suppliers to ensure you can get products in an emergency – customers always appreciate it if you go the extra mile!

You can also use forecasting, which we’ll talk about later.

2. Partner with reliable logistics providers

The logistic provider you choose is responsible for picking the customer’s order from your store or warehouse and delivering it to them. You must pick one that not only provides fantastic customer service but also ensures that the customer’s order reaches them safely and in good time.

We recommend choosing a logistics provider that is a specialist in or has experience working with dental or medical companies. This means they are more likely to understand your needs.

If you sell products that need to be refrigerated or kept at an ambient temperature, choose a logistics provider with cold chain experience.

When choosing a logistics provider, also consider:

• The coverage they offer
• The delivery options (for example, you may want to offer next-day or same-day delivery, or specific delivery time slots)
• The size and shape of the parcels they can handle
• The tracking options they provide
• The return options
• Their approach to sustainability if this is important to your business

You may choose to work with multiple logistics providers. This will give you additional flexibility, means you can choose the right logistics provider for the right package, and provides a safety net if a specific provider is unavailable to help for any reason.

There are local alternatives too. If you are based near a customer, you can offer local delivery or a click-and-collect service.

Click-and-collect can be particularly beneficial if you operate a brick-and-mortar store, with 85% of customers making an additional purchase when they go to collect an order.

3. Scale up for in-demand periods

The number of products you sell won’t stay constant over the course of the year.

For example, dental practices may need additional products when they provide a new service to customers, or just before the end of the financial year, when they have surplus money in their budgets to spend.

Forecasting is when you use your existing sales data and information about market trends to predict future demand. This means you can plan ahead and buy the right products without overstocking your warehouse.

You can do this using specialist software or through your inventory management system.

As well as buying extra products at peak times, it’s also important to increase staff and logistics provider capacity to handle a surge in additional sales.

This ensures you’re always ready to fulfil orders, no matter the time of year.

4. Provide as much information as possible on your website

Buying things online can sometimes be a gamble for customers, especially if they’ve not bought a specific product before. In the dental industry especially, there’s the risk that a customer could buy the wrong size drill or the wrong type of cement.

This can lead to frustrated customers waiting for products they will return straightaway.

59% of customers say they have returned a product because the description was misleading.

Providing as much information on your product pages can save both you and your customers time. Here are some things to consider:

• Offer accurate product descriptions to reduce the risk of placing the wrong order. Providing technical specifications, data sheets, certificates of analysis, and other relevant documentation can help. You can use a Product Information Management (PIM) system to ensure you always show the most recent and accurate documents
• Provide accurate product photos – one-third of customers say they have returned an item because the photo didn’t accurately represent the product
• If a licence for a product is needed (for example, for anaesthetic), make this clear on the product page
• Promote delivery options and estimated dates. It may be that the product is right for your customer, but the delivery window isn’t
• Show customer reviews to help page visitors make up their minds

5. Streamline order processing

When an order comes through your website, it’s essential that your staff pick the right products from your warehouse to minimise the risk of sending the wrong items.

Implementing barcodes can help. A barcode is generated for the order, and when packing the order, the member of staff scans the unique barcode assigned to each item. If the incorrect item or incorrect quantity of items is scanned, the system flags the error and prevents the member of staff from getting the order wrong.

Doing this can lead to up to a 50% reduction in order fulfilment errors, and also helps automatically update your inventory.

If you have a larger warehouse, implementing a pick-to-light system can also be beneficial. This is when the member of staff scans the barcode for the order, and the system guides them to where they need to pick up items using LED lights.

6. Train staff to ensure quality control

While there are procedures you can implement to make sure the right orders leave your warehouse, human intervention is also essential.

The best way to do this is through quality assurance checks. This is where a member of staff manually verifies a random selection of orders, making sure the contents match the order sheet and that the order is packaged correctly.

You can also carry out regular training on packaging standards, stock rotation procedures, and proper handling of goods to make sure staff maintain accuracy and stay safe.

7. Use the right packaging

The average customer received four parcels that were damaged in 2024 – a 37% increase over the previous year.

A superficially damaged parcel can reflect poorly on your brand, while a damaged parcel which leads to a broken or unusable product can result in a return or a replacement. Not ideal if a customer has placed an expensive order.

We’ve already discussed the benefits of working with a logistics provider who specialises in dental and health products, but here are some additional ways you can ensure parcels arrive at their destinations safe and intact:

• Choose the right-sized box or package for the item, and use cushioning material as needed
• Use insulated and moisture-resistant packaging for temperature-sensitive products
• Label relevant products as fragile or temperature-sensitive
• Use shock or tilt indicators if you’re concerned about sensitive or calibrated items being mishandled in transit
• Use silica gel packets to prevent humidity damage
• Include the return address and tracking labels inside the box, in case the outer layer of packaging is damaged
• Make sure parcels are directly handed to someone at the dental practice. If left outside, a rain shower or flurry of snow may damage the contents, or they may be stolen

8. Keep customers in the loop

When a dental surgery needs a product in time for a specific date or procedure, providing regular proactive updates can offer peace of mind.

You can do this by email or SMS if the person placing the order is happy to provide their mobile number.

While your logistics provider can contact the customer on your behalf, we recommend taking ownership of the communication process. This makes sure the updates you provide have a consistent look, feel, and tone of voice, and streamlines the process for your customer.

As well as automated updates, make it as easy as possible for customers to get in touch if they have any questions about their order, whether that’s through email, phone, or live chat on your website.

Implementing chatbots on your website can save you time and provide customers with the information they need quickly.

9. Simplify the returns and replacement process

Even dental suppliers with watertight delivery processes will see customers want to place returns. Customers may accidentally order the wrong product, or too many units that they won’t be able to use before the expiration date.

In this situation, offering a simple and efficient returns and replacement process can save you time and help customers remain loyal. 96% of customers say they will buy again from a business if it has an easy returns process.

Here are some of the ways you can offer a smooth returns experience:

• Make your returns policy easy to find on your website. Provide clear, transparent information including how long customers have to make a return, the conditions items must be returned in, who is responsible for postage costs, and if there are any exceptions to your policy
• Make it easy for customers to contact you if they want to make a return. For example, you can implement a self-serve online portal where customers can initiate a return and print off the required paperwork and labels
• Offer to collect the return directly from the dental surgery. While some logistics providers offer collection from post offices, shops, and lockers, this isn’t the ideal solution for some dental supply products
• Send automated emails or SMS messages to let customers know their return has been collected and received, and that their refund has been processed

10. Monitor your performance

And finally, monitoring your delivery performance can help you see what you’re doing well and where there’s room for improvement. Your logistics provider will be able to share the relevant data with you.

We recommend reviewing the following:

• On-time delivery rate. The percentage of parcels delivered within the agreed timeframe
• First-attempt success rate. The percentage of parcels delivered on the first visit
• Average delivery time. The average time taken from collection to final delivery
• Order accuracy. The percentage of orders delivered without any errors
• Damage/loss rate. The percentage of parcels damaged or lost in transit
• Returns rate. The percentage of orders that were returned

You can also ask your customers directly for feedback about their delivery. This allows you to identify customers who were not happy with the service they received, but not to the point that they complained.

Dental supply store deliveries: Frequently asked questions

Got any additional questions about delivery processes? You’ll find the answers here!

Are there any regulations surrounding the sale of dental products?

Yes – the exact regulations depend on what you sell. For example:

• If you manufacture custom-made dental appliances like fixed bridges, crowns, bleaching trays, or splint retainers, you must register with the Medicines and Healthcare Products Regulatory Agency
• If you sell products that require refrigeration or must be kept within a specific temperature range, you must store and transport them according to the manufacturer’s strict instructions. You may need to keep temperature logs and audit trails and present them if requested
• All medical device packaging must include the UKCA or CE mark

This is not a definitive list, and we recommend checking with the relevant authorities before you sell online.

What pitfalls do you need to avoid to ensure high-quality delivery?

• Poor inventory management. Overselling products can lead to stockouts, which can frustrate customers, especially if they have already placed an order
• Ignoring packaging standards. Many dental products are fragile or need to be kept at a specific temperature. Poor-quality packaging can lead to broken or unusable products
• Lack of communication. It’s vital to keep customers up to date with where their delivery is, the day and time they can expect to receive it, and if there are any problems with their order
• Not requesting customer feedback. Asking customers for feedback after they’ve received their order means you can identify any frequently occurring issues and take action to put things right

What’s the best way to ask customers for feedback about their delivery?

The best way to ask your customers about their delivery experience is to ask them directly.

Send them an email survey after they receive their delivery. Consider a mix of closed and open-ended questions to get a good mix of quantitative and qualitative feedback.

Creating your form may involve a little bit of trial and error. While you want to get as much detail from customers as possible, you don’t want your form to be so lengthy that they don’t want to fill it in.

Some businesses use Net Promoter Score as a way to measure overall customer satisfaction. However the issue with this is that it measures customer satisfaction as a whole – rather than how they felt about their delivery.

Customer feedback – how to use it to grow your business

Xigen: Effective eCommerce for dental supply companies

We hope this article has provided you with lots of valuable insight into how to strengthen and refine your delivery processes.

Providing a high-quality customer experience isn’t something that’s solely the remit of larger dental supplies companies. Smaller businesses can provide an exceptional delivery service too! At Xigen, we have over two decades of experience providing eCommerce support for dentists and dental supply companies.

We’ll design and develop an eCommerce website to help your customers order the products they need, integrating it with your inventory management system of choice. We’ll even help you write clear, accurate, and detailed product descriptions.

Get in touch today and take the first step towards creating an online store your customers trust.