Page 29 - Case Study Annual 2018
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LAA Gold Award
Improving operations
and customer experience
Challenges around disparate and inconsistent product mix, unknown once-off delivery points
and delivery time coordination were only some of the factors affecting Coricraft’s customer
relationships, brand reputation and order fulfi lment.
The challenge point of sale.
Coricraft’s goal from a logistics perspective is Coricraft needed technology that helped
to provide a positive experience along every its drivers get to the right place at the right
touchpoint – from in-store right through to time. The solution had to ensure that when
the customer’s door. But last mile logistics is they delivered, the destination was location-
cumbersome and troublesome. Challenges perfect to meet faster, tighter and more
around disparate and inconsistent product accurate delivery windows. The problem for
mix, unknown once-off delivery points, Coricraft was that almost every delivery made
delivery time coordination, and security and was a once-off delivery to a new customer at
access control were only some of the key a new, unknown address. Unlike many other
factors affecting customer relationships, brand companies within the supply chain, Coricraft’s
reputation and order fulfilment. orders were rarely repeat deliveries.
Prior to its implementation of the Coricraft had to ensure that addresses
Trackmatic solution, Coricraft was were accurately captured and located, that
experiencing approximately 45 Hello Peter delivery routes were optimised for increased
complaints a month, almost entirely centred efficiencies and that drivers were supported
around customer service on delivery. The and monitored more accurately. The bottom
delivery window sat at three hours and line is that it needed tools that would allow
customers were left uncertain as to when their it to provide customers with accurate insight
furniture would arrive and the timing around into when their deliveries would arrive, whilst
the re-delivery of any incorrect or damaged ensuring a white glove customer experience
items. consistent with that which was experienced
In addition, it was impossible to proactively within its stores.
respond to failures in the field in real time.
For Coricraft, it was essential that delivery The solution
fulfilment be transformed in such a way as to Key focus areas of Last Mile Solutions are
revolutionise customer experience. In addition, ensuring accuracy in route durations, travel
the company also faced challenges around distance accuracy, volume and capacity
poor and inaccurate address capturing at utilisation, and customer service. The overall
The Logistics News Case Study Annual 2018 27
