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

PHOTO BY ROWAN FREEMAN ON UNSPLASH

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