At a time when Amazon is delivering in sixty minutes and when waiting for a cab for more than a few seconds is unthinkable, it would appear that a new consumer mindset is emerging – we are living in the era of impatience. This is taking root in two major factors of the client experience – the mobile phone and personalization. In this context, goods delivery has no choice but to be in a permanent state of renewal, in order to be continually beating people’s expectations. The aim is no longer to get an object from point A to point B, but to surprise, astonish, amuse and seduce: in short to make the client say ‘wow!’. If just a few years ago simple efficiency was enough, it would now seem it is indispensable to earn the devotion of clients, who will then become ‘sales agents’ among their networks.
Innovative companies satisfy the ever-increasing demands of their consumers by playing with several parameters. The speed aspect has not stopped increasing since 24 hour delivery was first offered by Amazon in 2015. Before, it needed three working days, then one and now delivery is promised in an hour. Another major aspect is reducing the stress of delivery by offering greater flexibility. This flexibility gives the possibility, in certain cases, to reconcile a reduction in costs and the wow effect. The last kilometre represents on average at least a third of the total delivery costs. In order to offer consumers greater freedom, companies have gambled on doing away with the last kilometre by, for example, having parcels sent to a pick-up point, to a shop or to new generation depots.
If non-home deliveries represent nearly half those made in France, alternative methods of home delivery are also being well received. Stéphane Tomczak, co-founder of l’Observatoire de la logistique e-commerce (e-business logistics monitor), has said ‘the future is in leaving the choice of delivery method to the client’*. In towns, couriers are on bikes, roller blades or in electric cars, or are replaced by individuals, by mini-cabs or even by drones.
The final necessary element is transparency – facilitated by geo-location via smartphones, which enables the client to follow the progress of the courier and to get in contact if something unexpected crops up.
So the key to a successful ‘wow effect’ seems to be found then, in the very diversity itself of models and in the values conveyed by them. Marketing is therefore playing a crucial role in the new trends in logistics. When recruiting, it really is a matter of finding a rare pearl, able to show both proven experience and an innovative view of the market and its opportunities. Out of the box thinking and an open mind are indispensable to guarantee your company’s position in the marketplace. Depending on your needs, Morgan Philips Executive Search can identify and test the candidates who have the right stuff!
* ‘How to manage the last kilometre of delivery?’ BFM Business – 26/06
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