It’s a great time to be a retailer in the U.K. Despite forecasts suggesting a potential increase in business rates and a recent dip in retail sales volumes, there remains hope, with the current economic situation spurring retailers to innovate and adapt.

Our research reveals that 75% of retail leaders are focusing on enhancing the post-purchase experience. While just one piece of the retail ecosystem, it's a significant indicator of the attention to detail being paid to every aspect of customer interaction. In a marketplace where finding a competitive edge is more crucial than ever, these post-purchase efforts are essential.

The cultural anthropologist Margaret Mead once stated that "we are continually faced with great opportunities which are brilliantly disguised as unsolvable problems" — and the retail industry is no exception. Retailers that can navigate current challenges will achieve competitive advantage, enhance the customer experience and, ultimately, realize higher revenue.

In today’s climate, retailers need to provide top-tier service while reducing delivery costs. A significant portion of consumers (79%) admit they would not return to a brand after a negative post-purchase experience. This puts immense pressure on retailers to optimize their delivery processes, particularly in the final stage of the journey: the last mile.

The key to solving this problem lies in the concept of “smart allocations” — a strategy for efficient carrier selection and parcel management. They involve a careful analysis of requirements for each parcel delivery, taking into account factors such as geographical location, time constraints and parcel weight. The goal is to match each delivery requirement with the most suitable and cost-efficient carrier.

How can this be done? The answer to this lies in technology. Delivery experience platforms use algorithms to evaluate and shortlist ideal carriers, ensuring that each parcel is assigned to the carrier that best meets the criteria of availability, delivery rules and cost-effectiveness.

Adopting this approach doesn’t have to be daunting. With intuitive interfaces, minimal time investment is needed in assigning deliveries to carriers. Quick changes equal quicker impact, and over time, the data collected from these allocations allows retailers to make incremental changes, further lowering costs and improving efficiency.

By focusing on smart allocations and drawing on technology, retailers can effectively manage the last mile of delivery while keeping costs low. 

No matter how smooth or efficient the delivery process, problems will crop up, and businesses need to be well-prepared when they do.

Take, for example, managing “where is my order” (WISMO) enquiries. They can quickly add up to a significant expense. But by implementing branded parcel tracking and delivery updates, retailers can drive down the cost of this process.

Retailers often neglect the importance of handling both the “happy path” (smooth deliveries) and the “unhappy path” (disrupted deliveries). Addressing both can significantly reduce WISMO.

Retailers must be constantly finding ways to improve and develop their offerings. Branded tracking allows just that. It takes care of the unhappy path by driving down WISMO with timely communications, explaining if and when there are issues with delivery. And it addresses the happy path through personalised promotions, product recommendations and transparent communication.

A smooth, branded experience results in satisfied customers who are more likely to make repeat purchases, refer friends and provide positive feedback. The result is a healthier bottom line, and a stronger brand reputation.

Dan Greenall is vice president of product at Sorted.