Advertise with fastmoving.co.za
 
 

Trevor Stunden, eCommerce strategy manager at ZX Ventures
Trevor Stunden, eCommerce strategy manager at ZX Ventures

Retailers need to think like customers to meet delivery expectations

BRAND ACTIVITY

By Trevor Stunden - Mar 28th 2017, 16:19

In a time of instant gratification where people are used to getting what they want when they want it, it’s imperative for companies to go back to the drawing board. They need to think about remapping their customers five W’s (Who, What Where, When & Why).

More than ever, brands need to take stock of how consumers are using their products and rethink what channels can help satisfy their need at exactly the right time. With ever-growing online retail sales in 2017, these challenges will become a bigger part of both brands and retailers’ businesses.

Companies need to start thinking like consumers and, with this hat on, devise the best options for them. Despite what we might tell ourselves, people don’t go online and think “what can I get delivered right now?” Consumers look at their current needs and determine what delivery method fits that need. More and more, people are demanding that brands and retailers work together to cater to their increasingly particular and varying circumstances in a seamless fashion. People don’t care about the complexities of multichannel inventory strategies or how much more efficient it is to deliver using milkman-style delivery routes, and they shouldn’t have to. For consumers, the priority is receiving the right product at the delivery time of their choice.

Immediate last-mile delivery is probably the best example (if not the most expensive) of the retail industry’s attempt at trying to give the consumer more control and choice. But it doesn’t have to stop at offering 30-minute delivery. Both brands and retailers need to start thinking about consumer needs at the beginning of the consumer journey and then start tailoring their offer in ways that fits with the consumer’s requirements.

For example, you have three friends coming over to watch the game in an hour? No problem –a case of chilled Corona, Doritos and a couple frozen pizzas will be delivered in 60 minutes via Prime Now. Or, looking for something uniquely special for your wife and willing to wait a little? Perfect! Farfetch’s global curated sourcing is available and can be delivered to your local Doddle shop for collection at your convenience. Granted, these are all very specific examples, but it’s this type of consumer customisation that people are starting to expect more and more.

Customising and accommodating according to the customer’s schedule is no longer a nice to have. It’s a necessity born by an ever-more demanding millennial generation. Gone are the days of delivery notices – consumers just won’t accept such an archaic level of service. Retailers like Amazon have pioneered delivery customisation with a need-state first mentality. Now they offer multiple formats (such as Core, Pantry, Fresh, Prime Now, Student, Mothers) under one banner to help fulfil the widest breath of consumer needs. Most of the time people don’t even realise they’ve entered essentially a different channel. This type of customisation means consumers not only want this level of service but expect it – if retailers don’t provide them with this; they risk customers taking their business elsewhere.

This challenge isn’t just a problem faced by retailers. Retailers and brands will need to work closer than ever before to map out consumer missions, all the while balancing the economic cost of these new propositions. With retailers regularly citing eCommerce delivery costs as one of their most challenging hurdles, it will take strong partnerships to strike a balance between consumer demands and economic feasibility. While retailers are rethinking their consumer journeys and logistics networks, brands need to do their part and rethink how their product will be consumed and tailored to the best channel to deliver it.

We’ve now irreversibly turned the corner in a world which has embraced delivery customisation and enhanced convenience. It’s all about getting what you want when you want it. It’s now up to the leaders of both brands and retailers to work closer than ever before to execute on this vision.

Failing to do so will mean you risk falling behind the crowd. Copyright © Legend Exhibitions Limited 2017. All rights reserved. 

Related Activity

NRF introduces new CalMag Fizzy with added Vitamin D27
NOV
NRF introduces new CalMag Fizzy with added Vitamin D
NRF CalMag Fizzy with added Vitamin D is a lime flavoured, effervescent tablet that is easily absorbed by the body. One tablet daily, dissolved in a glass of water, allows for fast and gentle absorption and is suitable for the most sensitive digestive system.
Bavaria salutes the designated heroes25
NOV
Bavaria salutes the designated heroes
They steer us to safety. They keep their eyes on the road. They sacrifice time with their families so that they can get ours home safely. They’re taxi drivers and our “everyday heroes”. This month, as part of their “Cheers to” campaign, they’re being saluted by Bavaria, South Africa’s leading 0.0% non-alcoholic malt beverage.
Red Bull brings back their Coconut Edition just in time for summer22
NOV
Red Bull brings back their Coconut Edition just in time for summer
Just in time for summer, Red Bull is bringing back the Red Bull Coconut Edition; a tropical and fruity take on the classic Red Bull Energy Drink.
Chateau Del Rei adds two new bubblies to range11
NOV
Chateau Del Rei adds two new bubblies to range
Chateau Del Rei, the stylish sparkling wine in a can, introduces two new bubblies this summer because all good things come in threes.

Try these recipes

Yoghurt Melanzane Parmigiana12
NOV
Yoghurt Melanzane Parmigiana
A cheat's white sauce means a one-way ticket to Italy.
Coconut and Chia Seed Rice Pudding 12
NOV
Coconut and Chia Seed Rice Pudding
A layered vegan pudding that everyone will enjoy.
Blueberry Muffins with Fudge Crumble 29
OCT
Blueberry Muffins with Fudge Crumble
Soft and fluffy blueberry muffins with fudge crumble are a must-eat pastry. Try this simple recipe now.
Risotto Carbonara29
OCT
Risotto Carbonara
A rich and creamy risotto with crispy bacon and cheese.

Related News

Checkers brings world-class retail to Constantia with new flagship store
27/11/2019 - 13:01
Checkers has opened the doors to its state-of-the-art 2 330 m² flagship supermarket at the Constantia Emporium as the retailer continues to take innovation to new heights.

Woolworths carves out market share in SA
27/11/2019 - 10:11
In Australia, David Jones's sales declined 2.1%, with the company saying a store refurbishment contributed to the decline.

Push and pull strategies work together to keep consumers coming back for more
26/11/2019 - 10:20
The retail sector is under increasing pressure as consumers have shrinking disposable income in a strained economy. Maintaining share of wallet is critical. Relying solely on a push route to market strategy from manufacturers into retailers is not enough to get consumers buying products. A pull strategy needs to coexist with the push to drive brand consumption. Integrating these strategies requires intelligent and insightful decision-making. This, in turn, requires data generated through smart technology which provides line of sight across the value chain from manufacturer to distribution, retailer to the consumer.

Exclusive leases must fall: Commission cracks whip on Shoprite, Pick n pay, Spar, Woolies
26/11/2019 - 09:57
The Competition Commission Inquiry into Grocery Retail, published on Monday, called for an end to the exclusive leases negotiated by national retail chains in all shopping malls across the country in a bid to open up access to markets for smaller players.

Today’s customers are loyal to speed and convenience, not brands
25/11/2019 - 11:15
Consumer expectations are rapidly shifting as technologies such as mobile, geolocation, social media and increasingly, Internet of Things devices and wearables, connect people to a world of easily accessible information and convenient services. With the ability to browse, compare and order with a few swipes and taps, consumers are becoming trained to value convenience and service above nearly anything else.