Why the “last mile” matters most to your customers

As a retailer, it can easily happen that with so many other factors to consider, the “last mile”, that final, critical phase of the delivery process where your product makes it into your customer’s waiting hands, is overlooked.

However, doing this is a mistake and potentially quite costly. Amazon continues to prioritise the delivery experience and, in doing so, strengthen its position as a leader in online shopping. Their investment in improving the delivery service means they can give heavy hitters, such as UPS and Fedex, a run for their money.

Why brands should care about the last mile

#1 The last mile is the customer's first

As a retailer, the last mile may feel like the final leg of the journey, but in many ways, it’s your customer’s first. Sure, they’ve browsed a website and made a purchase, but the last mile is where your brand moves from the virtual world into the physical. It’s the first time they’ll actually put their hands on your product and the closest and most memorable interaction they’ll have with a human representative of your brand – their delivery driver. It’s your final opportunity to smooth their pain points, ensure a positive experience and connect with your customer by understanding their mindset and anticipating precisely what they need from you and when.

#2 Online shopping is a unique emotional experience

E-commerce hasn’t replaced traditional stores – yet. Instead, online shopping offers consumers a different emotional experience than shopping in a physical store. Our research uncovered both the pleasure and frustration of delayed gratification, with one respondent describing receiving their items as “kind of a Christmas day feeling for an adult. " At the same time, consumers, and especially customers who are new to your brand, do not necessarily trust you to deliver their goodies as safely as Santa.?

#3 Your delivery partner may impact your repeat business

Let’s be realistic – no delivery partner is perfect all of the time. A courier may occasionally fail to deliver as expected for any number of reasons, including excess traffic, an unusually complicated customer address or a delivery driver with a personal crisis. Yet for your customer, negative experiences can leave such a lasting impression that they may vow never to use that delivery company again, which can affect their relationship with you. 44% of those we surveyed* said being able to pick the delivery company themselves would positively impact their decision to purchase, signifying that choice of courier is an important, yet often overlooked, factor. Your delivery partner is the human face of your delivery experience, and when you don’t know your customers’ preferences and prior experiences, it pays to give them options.?

*UK 613 respondents

How organisations can win at the doorstep

Shaping the customer experience is an ongoing project. However, knowing specific pain points and taking action to address and solve them helps. It’s also the perfect place to start. Our report not only highlights the areas for improvement but also offers solutions. We identify measures you can use to gain a competitive edge at the last mile, from communicating with customers about when and how they want you to improve tracking, to offering flexible deliveries and increasing customer loyalty through paid subscription services.

This article was originally posted on allhuman.com 13.02.2024

Written by Maria O'Neill , Head of Client Relations and Marketing, All human