Retail has entered a new, digital world that has redefined the delivery process. For supply chain executives, the focus is shifting from how goods move from place to place, to providing the ultimate customer experience when shoppers receive (or need to return) them. This creates new challenges to

improve the visibility, speed and real-time communication between retailers and their most valued customers, or risk losing competitive advantage.

A survey undertaken by eft, reflected in its report “Redefining Final Mile Delivery in the Age of the Customer” found that retail supply chain leaders:

Understand the importance of the customer experience (CX). Retailers are coming to know the importance of gaining control of the delivery process and leveraging the technology to create a transparent and flexible supply chain, to provide the customer the optimal experience.

Are struggling with technology that does not address CX needs. Many retailers are still not up to speed with the technology necessary to upgrade the supply chain. This requires commitment and investment in innovation.

Want to integrate the CX into their operations. The gathering, aggregating and analysis of real-time data is essential to providing an optimal customer delivery experience. Third-party knowhow is often key to leveraging that data.

Desire innovation that is often at odds with the traditional operational metrics. Though most retailers still consider margins as critical, some increasingly consider customer loyalty the top priority. Ultimately, the customer delivery experience may become a vital market differentiator.