{"id":1675252,"date":"2021-03-23T18:52:14","date_gmt":"2021-03-24T01:52:14","guid":{"rendered":"https:\/\/www.retailpro.com\/News\/blog\/?p=1675252"},"modified":"2021-03-31T09:08:50","modified_gmt":"2021-03-31T16:08:50","slug":"why-the-last-mile-should-be-retailers-first-thought","status":"publish","type":"post","link":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/2021\/03\/23\/why-the-last-mile-should-be-retailers-first-thought\/","title":{"rendered":"Why the ‘Last Mile’ should be retailers’ first thought"},"content":{"rendered":"\n
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The anticipation of receiving that perfect order can be easily derailed by a poor product delivery experience.<\/p>\n\n\n\n

The “ultimate” shopping experience<\/a> depends on excellence from beginning\u2014the order\u2014to end, the delivery.<\/p>\n\n\n\n

How quickly goods get from a warehouse to a customer depends on what’s called the \u201clast mile\u201d of the supply chain.<\/p>\n\n\n\n

The efficiency of that final leg ultimately determines the customer’s satisfaction with the buying journey.<\/p>\n\n\n\n

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The Last-Mile challenge<\/h3>\n\n\n\n
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Retailers face the challenge of managing their supply chains to keep delivery times short while keeping costs low.<\/p>\n\n\n\n

Customers overwhelmingly opt for fast, free delivery when placing orders, which has led to a growing need for a broad distribution network, including warehouses.<\/p>\n\n\n\n

Logically, such distribution centers should be in close proximity to the customers they serve.<\/p>\n\n\n\n

CBRE Research analyzed the 15 largest U.S. metro areas<\/a> and found that distances range from six miles in the San Francisco Bay Area to nine miles in the “Inland Empire,” a region east of Los Angeles County.<\/p>\n\n\n\n

Not surprisingly, highly urbanized and dense population centers tend to be closer to last-mile facilities, while more suburban locations were farther away.<\/p>\n\n\n\n

Proximity is important because customers expect fast delivery.<\/p>\n\n\n\n

As Amazon continues to push the limits of logistics by offering same-day delivery, other retailers are expected to provide two-day delivery \u2014 at the latest. That final step in the delivery process is the most expensive and complex.<\/p>\n\n\n\n

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Gather and analyze logistics data<\/h3>\n\n\n\n
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Companies collect so much data that it’s easy to suffer from information overload.<\/p>\n\n\n\n

Gathering data is only the first step in understanding what is happening.<\/p>\n\n\n\n

The real valuable information only comes to light after the analysis.<\/p>\n\n\n\n

Put all of the “last leg” data in one centralized visual analytics tool<\/a>, crunch the numbers to better understand the ins and outs of the last mile delivery process, and make regular adjustments as needed.<\/p>\n\n\n\n

Offer Real-Time Delivery Tracking<\/h3>\n\n\n\n
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Static tracking numbers are so last decade.<\/p>\n\n\n\n

Invest in building or sourcing an app for your customers that tracks driver locations live and provides accurate ETAs, like the Uber of last-mile deliveries.<\/p>\n\n\n\n

In addition, text messaging customers with updates on the delivery process creates a transparent process that supports a frictionless buying experience.<\/p>\n\n\n\n

Many challenges associated with last mile delivery are outside of the retailer’s control, for example:<\/p>\n\n\n\n