Crossing the finish line: how brands can plan for success in their last-mile logistics

According to a 2022 report on last-mile delivery from DispatchTrack, 90% of consumers are now looking for “immediate updates and real-time visibility” on their orders. Rather than prioritising speed of delivery, consumers are seeking accuracy and assurances on exactly when their products will arrive.

Given the importance of the last mile in determining brand loyalty and customer satisfaction, this figure is unsurprising. The final leg of the logistics journey is critical. Your customer may have had a positive online shopping experience with you – from browsing to basket to checkout – but any missteps in the delivery service can impact their likelihood to shop with you again. It’s crucial, therefore, that brands put plans in place now to ensure that they can deliver to, and delight their consumers through the busiest periods in the 2023 retail calendar.

Against a backdrop of continued economic uncertainty, fuelled by the ongoing energy and cost-of-living crises, consumers are limiting their spending and becoming less loyal to brands. They’re shopping around for the best deals on products, but they’re also looking for the best deals on delivery, in terms of accuracy and reliability.

The race is certainly on for brands operating in the retail, lifestyle and FMCG spaces, but it isn’t just about speed, which is only one small part of the logistics puzzle. Finding a partner that can go the distance is key to delivering a positive last-mile experience for customers. From having the right geographical coverage to the right strategic focus, brands have an opportunity to invest now and reap the rewards in the peak season.

Make a lasting impression on your customer, delighting them at the final hurdle through a high-quality experience, accurate delivery timeline and low cost, and the chances of them sharing positive word of mouth, and shopping direct with you again, increases.

Balancing speed with social responsibility

While it’s certainly true that consumers are reducing their overall spending in response to the ongoing economic challenges in Europe and around the world, they’re also continuing to demand more from brands in terms of social responsibility.

According to a retail sustainability report from Descartes, only 38% of consumers think that brands are doing a good job of using sustainable delivery practices. Interestingly, though, the same report finds that 54% of consumers would be willing to accept longer lead times for an environmentally friendly delivery service.

Clearly, we're looking at a balancing act. Your last-mile setup needs to provide a cost-effective solution which improves your bottom line. But to attract and retain customers, attention also needs to be paid to the environmental impact of delivery services.

While some big players in the market are focused on a need for speed, you need to ask yourself the question: Is the expectation of speed necessary?
For the environmentally conscious consumer, pick-up and drop-off services are becoming a much more attractive proposition, allowing them to reduce their carbon footprint and still receive their goods on time.

Instead of prioritising speed, your last-mile strategy should instead focus on the quality of the delivery service and how this can maximise customer satisfaction. Delivering with the right accuracy, through the most sustainable methods possible, and allowing for visibility over the product’s journey will help ensure customer retention through the peak season and beyond.

Finding the right partner to help you scale and grow

Through the support of Maersk’s logistics expertise, you can begin to prepare your supply chain for the upcoming peak seasons, ensuring that your global fulfilment and delivery solutions support and enable your e-commerce sales strategies.

To learn more, visit E-Commerce Logistics & Order Fulfilment Services | Maersk