Have you ever had a positive online shopping experience that was later spoiled by the delivery process? Despite a positive initial experience and a great product, a poor delivery experience can overshadow everything else and leave a lasting negative impression of the company. Businesses can do everything right in the sales experience, but if they neglect the final leg of the customer journey, it can undo all their efforts and cause permanent damage to their brand reputation and customer loyalty. In today's dynamic retail landscape, delivering not just products but seamless experiences has become key.

What is last-mile delivery and why a seamless customer experience is an important part of it?

Last mile delivery is the final stage of the delivery process where customer orders are moved from a transportation hub or fulfilment centre to customers’ address. It’s known as the last leg of the delivery journey and is a crucial last connection between retailers or e-commerce brands and their customers.

Oftentimes, it’s the most challenging and expensive phase of the supply chain and holds important weight in shaping the customers’ perception of a company’s service and products. It’s a truth that customer expectations are changing at a rapid speed. A study from Accenture suggested that 64% of consumers wish companies would respond faster to meet their changing needs while 88% of executives think that customers are changing faster than their business can keep up.  Thus, it’s essential to have reliable partners for last-mile deliveries that can keep up with the evolving needs of customers and contribute to a seamless customer experience.

Customer experience, on the other hand, can be described as the perception a customer or a company has of a brand. It goes beyond using a product or a service; it includes both pre-purchase touchpoints and post-purchase interactions, such as delivery. Every interaction contributes to the overall customer experience, and each interaction has the potential to either strengthen the bond with the customer or weaken it completely.  A positive customer experience is an effective way to differentiate from competitors and create a smooth and efficient connection between the brand and the customer. ‍

There is only one question left to answer: why should retailers and e-commerce brands care about customer experience in last-mile delivery? 

Better brand perception

The last-mile delivery experience is often the final touchpoint between the customer and the brand. A reliable and seamless experience can influence how customers perceive the brand. Efficient and reliable last-mile deliveries enhance the brand image, showing the brand as trustworthy and customer-centric. At the same time, it can encourage positive word-of-mouth and customer recommendations. 

Competitive advantage

In this dynamic retail landscape, last-mile delivery is about timely and accurate deliveries, transparency, sustainable practices and exceeding customers’ expectations consistently. This puts immense pressure on brands to choose the right delivery partner amidst a sea of options. Being able to do this offers brands a competitive edge and it enables them to stand out in a crowded market and attract more customers. 

Customer Satisfaction Leads to Customer Loyalty 

The final stage of delivery, known as last-mile delivery, holds significant importance because it’s where customers see, feel and experience the brand. In some cases, it’s the only touchpoint businesses have with customers. It’s concerning that 85% of customers said that a poor delivery experience would prevent them from ordering from the same company again. 

The list of customer expectations is long and evolving: same-day or next-day delivery options, real-time tracking, fair-priced shipping rates, the ability to schedule deliveries according to their preferences and sustainable delivery practices. But businesses that understand and exceed these changing expectations win in the long term. Satisfied customers are more likely to make repeat purchases. By ensuring a positive delivery experience, retailers and e-commerce brands can encourage customers to return. 

Final Thoughts

Finally, the last-mile delivery experience is a key touchpoint that can either make or break customers’ perception and brand loyalty. We believe that in this last stage, brands should be doing more than just meeting customer expectations. Retailers who see delivery as part of the product can build customer satisfaction and brand loyalty in the long run. 

By providing reliable, transparent, and sustainable delivery options, Sparqle enables brands to improve their brand image, build trust, and develop lasting relationships with their customers. However, sustainable delivery is only one part of our service. In addition, we have the technical capabilities to give customers complete freedom during the delivery process. Through Sparqle, retailers and e-commerce brands can transform delivery into a smooth and personalised experience that reinforces brand perception and generates customer loyalty.‍

Curious about how we can ensure a seamless customer experience for your last-mile delivery? Contact us.