Solutions to optimize the purchase tunnel for customized deliveries
New technologies help carriers to efficiently provide their delivery service in terms of the constant problem of the last mile by combining the requirements of the customer (fast delivery to a given point) without impairing the efficiency of the deliverer (speed and efficiency, no delay in the round).
Connected locks, improved user experience, VR application… here is a small practical guide of new delivery products on the market that will revolutionize the way companies operate on a day to day basis.
Improving the customer experience
Perhaps you already know about the purchase tunnel (or journey)?
The path that the consumer follows from their arrival on the site to the shopping cart (irrespective of where they enter, the homepage or product description).
The purchase tunnel remains a thorny issue for all e-commerce sites. The goal is to do everything possible to turn the visitor into a customer. This requires innovative intuitive features so that the visitor can order in a minimum amount of time.
For example, the e-logik website has published an article in which it calculates the purchase decision on online sites to be 13 minutes for perfume and 18 minutes for make-up.
No wonder the Statista website believes the fashion sector to be the most prolific in e-commerce sites.
Virtual reality to boost e-commerce
The biggest brands have already taken this on board, for example H&M, Zara and Topshop.
Indeed, all three innovate by offering augmented reality applications that allow customers to virtually try on the clothes before buying them! This is known as V-commerce.
It is no secret that Amazon is working on a human body inventory. Put like that, it can sound a little disconcerting… let us reassure you! Amazon is not involved in human trafficking.
This is just so the e-commerce giant can save the physical data of volunteers and create a giant database. Eventually, it will also be used to generate AI capable of superimposing clothing on a moving body.
Very clever when you realize that the Reverse Logistic strategy is expensive for a company despite its assurance of enhancing customer satisfaction. For example, Amazon said it spent more than $ 800 million just to maintain its 24 hour delivery offer for the first quarter of 2019.
With respect to expenses regarding the return of products, its founder Jeff Bezos remains strangely silent on the figures… It is impossible to find official information from the international firm.
Inventing delivery WITHOUT recipient
As we mentioned above, Amazon invests exorbitant amounts for ever faster deliveries in the ongoing search for customer satisfaction. Immediacy is certainly an advantage but it provides a real challenge for all the e-commerce actors… sellers, carriers, and even customers!
However, while until now the recipient’s presence has been required, it may soon be optional. In effect, the connected locks will help you turn that corner! This intelligent locking system allows you to give access to the postman / deliverer / friend / guest to your home during your absence.
It has been talked about for two years, maybe now it is time to test it?
The owner can create permanent or temporary accesses for the deliverer and the connected camera makes it possible to verify their identity.
Amazon also saw the full potential of this innovation and created Amazon Key in 2017, a connected lock linked to a security camera and to its voice recognition system Alexa.
When the driver scans the package barcode, it automatically sends a request to the Amazon center that remotely unlocks the front door.
You receive an alert once your parcel is delivered and a video of the delivery to reassure everything went to plan.
Still a little skeptical…?
Us too. Take a look at the Washington Post test video to get an idea for yourself.
While this system has everything you could ask for, it has not yet been adopted by many in France. It remains to be seen if the French feel ready to let a stranger enter their home in their absence…
From mailbox to car trunk
B2B to B2C, everyone benefits
If the step is too big to make, several companies already offer to deliver by car. Do not misunderstand, this is delivery, not a valet service. A kind of “delivery drive” so to speak, but once again, the presence of the owner is not essential.
Amazon initiated the action, but Mov’In Blue is also involved in partnership with CapGemini and Valeo for a B2B solution. Thomas Werner, director of GC-GROUP and customer of the latter, said that “delivery by car is another useful component that connects the digital world to the analog world.”
Here the focus is on secure access to the vehicles. Virtual and temporary keys are created to give unique access to the deliverer. Confidentiality is thus respected.
Amazon has access to your everyday life right in your car.
The GAFAM member is investing in Amazon Key in Car after Amazon Lock lockers and Amazon Key. This latest innovation is also in its first year of launch and is not yet available in Europe in 2019.
While in theory, we welcome the initiative, we must admit that there are still many prerequisites to benefit from this type of delivery:
- Subscription to Amazon Prime (€49/year)
- Subscription to the remote control application (according to the manufacturer, around €100/year for Honda)
- Possession/purchase of an eligible car (not all Honda models are compatible)
Another important point in addition to the cost: the vehicle must be parked a maximum of two blocks away from the delivery address at risk of delivery of the package being denied.
For the deliverer, the process is as follows:
On the face of it, there is no technological breakthrough for this new delivery system, just a reliable and solid partnership network to apply this usage, which promises to be more of a troubleshooting solution for urgent or unforeseen deliveries.
What should e-commerce invest in?
Statistics already confirm it: customers are buying more frequently on the internet than in a store. Furthermore, France also experienced an increase of 13.4% or 92.6 billion Euros expenditure in 2018 according to Fevad (Federation of E-commerce and Distance Selling).
The organization also predicts that the 100 billion Euro mark will be reached in 2019 for just the e-commerce market.
The key to success for e-commerce will therefore depend on connected home solutions. A sector still in its infancy that will come to fruition after the development of the apps.
While all these innovations make buying an item easier, in the end, you will always have a choice… a delivery choice.