Improve your last mile experience in 2022
The last mile represents a huge opportunity for brands. It’s make-or-break time. If a customer receives a poor experience during the last mile, the chances are that they won’t shop again. In fact, 84% of shoppers are unlikely to buy from a company again after a bad last mile delivery experience. Whereas, if the last mile experience is smooth, it increases the likelihood of creating a loyal customer. So, what can brands do to improve the last mile experience they deliver in 2022?
The term ‘last mile’ refers to the final stage of the supply chain, where goods move to their final destination. It sounds simple enough, but the last mile presents a lot of complex challenges if not managed correctly.
For example, if a customer is not kept informed with their order delivery time or date, there’s a good chance they won’t be available to accept it. Equally, a delay may cause a customer to miss their window to receive a package. And of course, there is human error to consider. There is always a risk of packages being delivered to the wrong place.
So, it’s clear that managing the last mile effectively is crucial for brands. But what can they do in 2022 to improve the last mile experience that they deliver to their customers?
Stay connected throughout the last mile
Customers want to be updated on their order. Our recent research found that 49% want regular updates throughout the delivery process. What’s more, 56% of people want to be notified if something goes wrong, like a delay. For most brands, post-checkout communication is managed by third parties, like carriers. That’s because most brands can’t access the shipping data they need to send these messages themselves.
To improve the last mile experience your brand delivers in 2022, use Operations Experience Management to reconnect with your customers after checkout. Operations Experience Management platforms, like parcelLab, enable brands to deliver proactive, regular updates to their customers within their own ecosystem. This means that customers receive personalized information about their order without having to use a third-party site.
Create a branded last mile experience
By owning the end-to-end customer journey, brands can create a communication workflow in their own look and feel. Instead of sending customers generic carrier emails, brands can reassure customers with familiar, personalized updates. Adding branding to your post-checkout emails will also help you to create a recognizable experience. You spend lots of time and money trying to stand out to win a customer. Make sure you put the same effort in post-purchase!
Another benefit of adding branding to your post-checkout communication is that it elongates your customer’s engagement with your brand. If they have a really good last mile experience, you want to make sure they remember it was with you! Add subtle brand details, like font, logos, graphics etc to stand out. Then, when they consider where to shop, they’ll be more likely to remember your brand.
Deliver outstanding last mile experiences
You know your customers better than we do. So, we don’t do out-of-the-box solutions. Instead, we will work with to create a journey of your own design – communicating the messages that matter most to your customers in the most streamlined way. We can advise and support you to deliver the best last mile experience possible. To get started, I’d recommend booking a demo. It’s a great opportunity to see our platform in action. Or, if you have a question, please feel free to contact us.
Create new reasons for people to love your brand. Build standout post-sales experiences tailored to your customers. Deliver personalized touch points that grab attention and spark loyalty.
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