JLL’s article “Going the extra mile to win the last mile” explores consumers’ expectations regarding their online purchases.
In an era of rapid e-commerce innovation, the omni-channel marathon is turning into a sprint to win the consumer over in the last mile – but that race is far from over. Consumers are progressively adapting in the use of apps and other shopping-preference technologies – and it remains to be seen what price they will place on the instant gratification of same-day delivery, or even 1-2 hour delivery service.
Shifting consumer demands and competition among retailers is forcing systemic changes in fulfillment and distribution real estate strategies. The intensified competition begs the question: are retailer’s real estate assets helping or hindering their last mile performance?
For retailers and pure-play e-tailers, getting closer to the end customer involves a heightened focus around cost and service, but also impacts e-commerce real estate decisions – and the right strategy has a heavy impact on a company’s overall brand identity.