In this article:
- Same-day delivery used to be a difference-maker
- Walmart shows how to slice such a thin margin ever further
Nowadays, it’s clear that Last-Mile delivery is the critical differentiator for a customer’s retail experience. This is why back in November 2020 Walmart announced its plan to find the fastest route between items ordered and the customer in a blog entitled We’re Using Our Stores to Help Online Orders Arrive Faster.
But, while fast delivery is a fantastic way to wow and win loyalty, in early 2022 a retailer needs more than that to differentiate its service from many others that offer similar delivery times.
In comes – precise communication scheme, top-notch transparency, and extraordinary customer service. You know, the things you don’t have to be Walmart to be great at.
I got to see it in action on December 30 when I placed an order for a gift to be shipped to an address in Texas. The first email assured me that the order was processed and gave an estimated delivery date for four days later, which was fine, especially in light of the intervening weekend and holiday:
But shortly after that email, Walmart followed up with another, letting me know there was a change in plan. The item was going to be delivered that very day because it would be shipped from a nearby store.
Just after that, I got another update letting me know who would be delivering and the exact time of arrival –12:17 PM.
Walmart then let me know that it even beat that estimated time by four minutes and enclosed a photo of the front of the house with the package clearly shown as proof. The subject line was “Your order has been delivered,” and the message read as follows:
Hi Ariella,
Order 63___ was left at your door at 12:13pm on Thu, Dec 30. We wanted to follow up with a photo to show you where your items were left and to remind you to bring them inside when you can.
Have further questions about your order? Check out our Help Center for more information.
Thanks for shopping with us,
Team Walmart
An order that was placed just that morning arrived by early afternoon with free shipping. This service does depend on the local stores and their shipping partners, and I know that I can’t expect the same for my own part of New York – but we can all expect such a level of communication strategy from retailers, big or small.
Nevertheless, seeing it work so well where it is available is really impressive, and I have no doubt that those who can enjoy same-day shipping regularly will reward Walmart with more of their business. I’d also really like to say to the delivery guy: “Great job, Zachery!”
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