Geolocated delivery, a necessary step today for e-traders!
“But where did it go?” How many times have we asked this question by scrutinising the small dot, or the miniature car that moves with amazing jumps on our smartphone screen? Uber, but also other transport-related applications, has taught us how to track and trace routes in real time. Now, what was just a “gadget” to calm the customer waiting for a vehicle, has moved into all our e-commerce experiences. It is no longer a question for a consumer not to know where the delivery man is!
So, what are the consequences of these new requirements and how can e-merchants deal with them
Two major directions have been taken by companies, whether they are directly responsible for the final delivery or they use the services of a company specialising in the delivery of parcels. You have to either geolocate the delivery person himself or track the parcel being delivered.
“Geolocation in the operational service has been ancient history for us for five years. The novelty is the customer experience it allows,” recalled Jean-Sebastien Léridon, General Manager of Relay Parcel, in 2017.
Allowing the customer to track their package on a map is not so much a service challenge as a technical challenge requiring large investments.
Geolocated delivery a two-way stress!
But, if the delivery of the package is one of the most worrying factors for the consumer, it is also the same for the business or the brand. Indeed, answering the customer’s incessant questions about the progress (or the delay) of their delivery is a major source of costs and inconvenience for retailers. Offering them access to live monitoring for the end customer relieves them of this heavy burden. Thus,
“brands can focus on sales while geolocation allows customers to follow their order step by step,” confirmed Jean-Pierre Herdies, director of Mondial Relay Belgium.
Geolocation is no longer seen as surveillance but as a way to reassure all participants and demonstrate respect and compliance to commitments undertaken. In addition, allowing customers to track their deliveries, greatly reduces the risk of absence; the customer is on the doorstep when the deliveryman arrives.
Delivery, how to predict his arrival?
But knowing where the ordered package is has become “normal” in terms of customer experience, the challenge now is to predict its arrival. It will now be a question of combining the geolocation data with real-time traffic (and why not the weather or other external factors of disruption) to send continuous information to the consumers smartphone.
We imagine that deliverymen, already provided with terminals equipped with GPS and instantaneous communication, will have their performance analysed for a more precise prediction. Gone are the days when the postman took a few minutes to chat over coffee in the kitchen?
To Read also:Reverse logistics: an opportunity for geolocation?