The last mile: Are you falling behind in the fast-paced retail race?
Thursday, August 15, 2019/
In this digitally savvy and consumer-focused society, brands are leveraging the ever-changing retail landscape and adapting strategies to ensure a streamlined delivery process in the world of e-commerce.
Last-mile technology is experiencing widespread popularity as businesses are customising the delivery process to align with brand values and distinguish themselves from the competition.
If we take a step back and observe the bigger picture, it’s obvious last-mile technology represents a defining moment for holistic customer experience — it’s not merely another delivery method. The technology plays an irrefutable role in determining whether consumers will swear allegiance to a brand or seek fulfilment elsewhere.
Customer devotion to the ‘add-to-cart’ phenomenon is triumphing over more traditional tendencies when it comes to how we like to buy. According to Roy Morgan, nearly 9.5 million Australians are shopping online.
With digital-trading platforms superseding the success of brick-and-mortar, brands need to allow for complete transparency to embolden customers with the confidence that their purchased items will be safely handled following dispatch — new age last-mile technology facilitates this fundamental transparency.
Implementing a streamlined service in the last-mile space not only provides access to a requisite tracking system, but can catalyse the effectiveness of other areas within a business too.
Building brand equity
The last-mile space is more integral to the overarching customer experience than it was first thought. It is highly accredited to building brand equity and weaving threads of trust into the fibre of the company-customer relationship.
The modern-day consumer tends to be conscientious about important initiatives surrounding environmental sustainability and the use of cheap labour. Despite this, they are ultimately seeking convenience and fulfilment in the immediacy of today’s online culture. The level of transparency facilitated by last-mile technology allows the customer to feel reassured about their status as a conscious consumer and the carbon footprint they may be contributing to. After all, last-mile technology can equip drivers with the most economical delivery route.
Favouring expediency over things like eco-conscience is only natural in such a fast-paced and perpetually busy society. Everything a consumer could possibly need is digitally dangled within arms reach — literally. It’s only natural for brands to base their company strategies around this culture of convenience.
Customer acquisition and retention
Driving innovation in the last-mile space is improving customer retention and acquisition simultaneously. When a customer can partake in honest and respectful correspondence with a company, they will be more likely to come away satisfied and reassured. This, in turn, encourages them to return to the brand due to their confidence in the level of care they are likely to receive. This is a powerful method of establishing and maintaining customer loyalty.
It digitises that last touchpoint with the customer and allows the brand to leave a sweet and soothing aftertaste on the taste buds of the consumerist tongue — the flavour of the ‘coming to me’ economy.
Diligent attention to the last-mile space will allow a brand’s reputation to flourish through word-of-mouth because, put simply, last-mile is so much more than just delivery.
It is about the duty of care taken to keep customers top of mind in order to build brand equity and maintain customer loyalty. Implementing innovative technology to assist in the last-mile space is critical for brands wanting to compete in the fiercely fast-paced retail race.
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