What Makes a Great Delivery Experience? A Guide for Local Businesses

Running a last-mile delivery operation means juggling dozens of moving parts: drivers, routes, customer expectations, and costs. When you're managing multiple vehicles and hundreds of deliveries each week, small improvements in your delivery experience can have a major impact on customer satisfaction — and your bottom line.

But what makes the difference between a good delivery service and a great one? At Routific we’ve spoken to hundreds of growing local delivery businesses over the years, from farmers to florists to meal kit companies. Here's what we’ve learned about creating exceptional delivery experiences that keep customers coming back.

What makes a great delivery experience?

Local delivery businesses have a unique advantage: they can combine operational efficiency with personal service in ways that large carriers can't match. Here are the key factors that the most successful last-mile delivery operations focus on:

1. Excel at customer communication

Great delivery experiences start with clear communication. Automated customer notifications not only save time and money, they’re also critical if you want to meet customer expectations. A massive 82% of Americans expect accurate, timely delivery information.

When customers receive delivery tracking updates by email or text, they can better plan for their deliveries, whether that means being home to receive them or arranging for someone else to collect packages from their doorstep. This is especially important with food delivery, to avoid perishable items spoiling.

For example:

• 4P Foods delivers fresh produce from more than 200 farmers to households, wholesalers, and food banks across the eastern US. Thanks to automated SMS notifications, their clients get a text message when their delivery driver is on the way, and another when their order has been delivered. This simple system helps ensure fresh produce doesn't sit unattended.
• Jason Windows is Western Australia’s largest window supplier and installer. Notifications automatically alert customers when their driver is 30 minutes away, and they get real-time updates if the timeframes change. In the words of their dispatch supervisor Hamu Sydney: “Now, I don’t have to spend half my day responding to customers.  I can spend my time doing something else.”

2. Plan efficient delivery routes to deliver on-time, every time

You don’t have to offer same-day delivery to create a positive delivery experience! Most people care more about predictable arrival times than the speed of their delivery. 

Yet problem-free delivery seems to be the exception — 75% of consumers say they’ve had delivery problems when shopping online!

Most of these consumer problems are directly related to inefficient delivery planning systems, or lack of accurate, timely information. Deliveries too late, at the wrong time or missed entirely? That means ETAs are being calculated incorrectly, or the customer isn’t getting the notifications they need. Drivers not being able to find the location? That means addresses weren’t being checked properly at the route planning and dispatch stage.

The secret is to streamline your route planning process to get packages delivered as quickly as possible. With efficient route planning, your delivery drivers spend less time driving (which costs you money) and can deliver more packages (which makes you money!) 

For example:

• Greenhouse Juice uses Routific’s delivery management software to achieve next-day delivery of their fresh, organic juices — and customers can order right up until midnight. “Depending on the time they order, there are some instances where customers get their orders even faster than Amazon Prime,” explains their logistics manager.
• Walden Local delivers fresh, pasture-raised meat to families across the east coast of the United States. They manage complex routes with temperature-sensitive deliveries – and do it easily using Routific. “Route optimization isn't just about efficiency,” says Jackie Andrews, their head of logistics. “When we deliver on-time, every time, it builds trust with our customers.”

On-time delivery should be one of the key metrics your business tracks every month. 

💡 Want faster delivery that’s also profitable delivery? Try Routific free for 7 days to see how it can transform your delivery operations. 

3. Offer multiple delivery options

Free delivery can help attract new customers — but it can also eat into your profits. The solution? Cater to a variety of customer needs by offering several delivery options at different price points.

Depending on your business, the options might include:

• Free pickup in store: Customers buy online, then pick up their order in person when it suits them. (This is sometimes called BOPIS for “buy online, pick-up in store”.) 
• Free delivery over a minimum purchase threshold: If it costs you $20 to deliver a $15 item, you’re losing money on the deal. 
• Different price tiers for different delivery speeds: Some customers are willing to pay a premium for fast delivery, others are happy to wait a couple of days in return for paying a lower price. 

By giving customers more delivery options, you can offer greater convenience, predictability, and peace of mind. This is easier to do if you manage your deliveries in-house, which means you can manage your delivery costs carefully.

4. Offer a choice of delivery time windows

Allow customers to choose a delivery time window based on when they will be around to receive the package. 

Time windows can be set up to suit your business and your customer needs. They can be as short as an hour, or a regular day each week.

If you do offer time windows, you’ll need automation to avoid planning nightmares. Delivery management software like Routific takes your windows into account when planning routes, making the process much easier.  

5. Integrate your e-commerce and delivery technologies

Your delivery experience starts long before a package reaches the customer's door. The most successful delivery businesses think holistically about every touchpoint, from order confirmation to proof of delivery. So provide your customers with an easy-to-use e-commerce platform where they can buy products, customize their delivery or pick-up options, and pay for their order effortlessly.

The more you can automate order fulfillment and delivery, the more time you and your team will have to push product development, sales, and marketing. Your e-commerce platform can often directly feed into your delivery management system too. The delivery portion of your purchase lifecycle accounts for a large portion of the total costs of delivery, so use technology to optimize this process as much as possible. 

6. Maintain the personal touch

Your customer will probably know that much of your order fulfillment and delivery process is generic and automated. When you add a personal touch to each order, like a note to thank them for their purchase, you have an opportunity to create a unique and positive customer experience that leaves a lasting impression.

This is one of the advantages of managing your deliveries in-house. For example, Vancouver bakery and grocery supply store Flourist has turned their delivery service into a thriving part of their business by leveraging their local presence. “Our drivers know the neighborhoods, know many of our customers by name, and can handle special delivery instructions that would stump a typical courier,” notes Janna, their CEO.

Knowing your customers can have another benefit, by helping you gather positive online reviews. When you notice you have a repeat customer, reach out to them personally to thank them for their business and ask them to leave a positive review.  You can also use the opportunity to gather valuable insights from their customer feedback. 

7. Offer enhanced delivery services

White glove delivery is a premium service that might include carrying a package indoors, installing equipment or furniture, and removing packaging material. It's the kind of VIP experience that's especially important for high-value purchases.

You can also consider offering threshold delivery. This is a step above standard delivery that involves making sure the package is delivered in a dry and safe place. This is usually just inside the customer's home (across the threshold) but could also be inside a lobby or outside an apartment door.

Some customers also still value contactless delivery options. When you combine this with automated notifications, the recipient can prepare for their delivery and pick it up as soon as the driver leaves. This can also save your drivers’ time as they don’t have to wait for someone to answer the door and accept the delivery. They can simply snap a photo of the package and move on to the next one. 

How to get started with great delivery

Delivery is no longer a “nice-to-have” for local businesses. It’s becoming essential with so many people demanding quick, home delivery of their purchases. Use in-house delivery services to add an additional customer touchpoint and further enhance your customers’ experience. 

If you’re ready to increase client satisfaction by starting or ramping up your own-in-house delivery service, Routific can help:

• Cut route planning time down by 95%
• Deliver on-time, every time
• Improve delivery experience with automated notifications and photo capture

Sign-up for a 7-day free trial and see how you can gain the competitive edge you need in the local marketplace.