The goal of omnichannel retailing is to create a seamless and transparent experience for the customer that enhances the retailer's brand. To date, the omnichannel retailing focus has been largely on the selling experience and not how the retailer gets the goods into the customer's hands. However, customers measure the entire shopping experience, including delivery. Omnichannel selling is making retailers responsible for home delivery, whether they like it or not, and last-mile delivery performance is the last word about the retailer in the customer's mind.

The shift to online retailing over the last five years finally caught up to and overran U.S.-wide delivery capacity during last year's holiday season. According to Forrester Research, online retail sales will grow by an additional 60 percent over the next five years. This kind of sea change has stretched the ability of physical networks to keep up and the shortage of drivers had further exacerbated this situation. Instead, technology has become more important to meeting retailers' holiday delivery challenges by helping to improve the productivity of existing resources and offer a greater array of delivery services being demanded by consumers.