January 10, 2018 | Eric Feinberg

How Amazon is investing in customer experience by reimagining retail delivery | Forbes

Retail Delivery

The following article written by ForeSee VP of Marketing Eric Feinberg was first published on Forbes.

When examining the typical customer journey, it’s not difficult to see why delivery is ripe for improvement. In many cases, it isn’t something online retail giants like Amazon are able to control — at least not right now. Bad weather or an influx in volume around the holidays can delay packages from arriving on time. And what about the complications associated with delivering to shared residences and apartment complexes, like gated access, theft and closed leasing offices?

From my perspective, Amazon is looking at a key factor — fulfillment — that likely has a huge impact on customer satisfaction and is attempting to gain greater control of those parts of the customer journey. Here are all the ways Amazon is investing in improving the experience in the form of retail delivery innovation. It’s no wonder that Amazon ranked number one in overall customer experience according to ForeSee’s new Retail CX Rankings.

Replacing The Mailbox

Amazon isn’t ditching USPS, but it is trying to gain more control over this aspect of the customer experience by essentially replacing mailboxes with locker units, which were initially provided on commercial properties. The Wall Street Journal reported that Amazon has signed contracts with building owners and managers representing over 850,000 apartments in the U.S. to install Amazon lockers. The value for Amazon is being able to know with greater certainty that the delivery experience works as intended, as the lockers allow for a more flexible delivery window and presumably fewer stolen or damaged parcels.

Home Delivery (Inside Your Home)

Another big innovation Amazon is working on is allowing drivers to deliver packages safely inside a customer’s home — or a secured area on the property such as a shed, garage or even a car. Initially, this seemed like a huge stretch — the thought of a stranger entering your home/car to make sure your package arrives requires a lot of trust. That’s something Amazon has much of in the form of loyal customers. If successful, it would increase the odds that packages arrive undamaged and on time…

Read Eric’s entire article via Forbes: How Amazon Is Investing In Customer Experience By Reimagining Retail Delivery

Categories: Insights,Retail

About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

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