Page 17 - IFV_Issue 5_May_2022

Business

Antonio Bruni, CEO of smart logistics period is highly unusual for any brand, Notwithstanding, Ahlfeldt points
technology solution Picup, says the let alone a leading online store, it goes out that, some brands have got it right.
last-mile leg of the delivery journey is to show that even the top guys still get Superbalist is one such example that
the most crucial but it’s hard for brands the customer experience wrong. often delivers next day even when the
to get it right and it’s often the most “These delivery hazards can be customer has been informed of a two
inefficient in the entire supply chain. eradicated when using the right type or three day-wait period, while others,
“This is sometimes due to reasons of data-driven logistics software even established brands, can take
outside of a brand’s control, but solutions and by having decentralised weeks to deliver.
mostly it comes down to a lack of ‘hubs’ in city centres that reduce “It’s important to note that the
technology solutions that can track the wait time of getting stock from consumer sees the delivery service
parcels, navigate speed-bumps in the warehouses located on the urban provider as an extension of the brand
road and keep customers informed as peripheries,” he adds. they bought from, so if they have
to the whereabouts of their parcels.” Julia Ahlfeldt, a Certified Customer a negative experience during the
“Here’s an example: This customer Experience Professional, says shoppers delivery, this tarnishes the original
recently placed an order for some are often inclined to avoid a brand brand that they purchased from,” she
cosmetics offered by a leading local that got the ‘last-mile’ delivery wrong. says, “so it’s clear that the future of
online store. The order value was for a In fact, reports suggest that 56% of online shopping lies in the hands of
few hundred Rand and the customer shoppers won’t buy from a brand the logistics solutions that brands
understandably wanted her delivery again if they are not satisfied with the choose to use.”
as soon as possible,” he explains. shipping service. In conclusion, Ahlfeldt says
“Notwithstanding the additional “It is an integral part, and arguably consumers compare the last best
fee incurred to get the products to the most important part, of the entire delivery experience to their next
the customer, the delivery time was online shopping experience. Once delivery experience, and if they are
advised to be two weeks – following the money has left the consumer’s not up to par, they will find fault. “They
which an email was sent extending the wallet, the next step is the receipt of expect instant gratification. Living in
wait period even longer! This created the item. If that receipt takes too long, a digital world has sped everything
great frustration for the customer, and and/or is too expensive, it erodes the up, and the same goes for last-mile
has soured the entire experience.” experience and could lead to a loss of delivery expectations – faster has
Bruni says while this extra-long wait repeat business,” she adds. become better.”

Photo by Rowan Freeman on Unsplash

The Villager • Issue 5 2022 • 15