Ordering a sofa online takes just a few clicks, and the purchase is complete. But between the digital “Buy now” and the moment the furniture is placed in the living room lie numerous process steps, multiple stakeholders, and many handover points. This is exactly where breaks can occur that turn a promising shopping experience into a real test of patience. So how can these breaks be avoided and the customer experience strengthened?

Customer Journey: From Desire to Use

The journey begins long before the purchase decision and ends only when the product is actually in use. For large-format goods, several key stages can be distinguished, each with its own challenges. What matters is how information, responsibilities, and expectations are passed from one phase to the next.

Step 1: Information and Inspiration

Customers research online and in-store, compare products, and seek inspiration. In this phase, initial expectations about the product, service, and delivery experience begin to form. Information about delivery options or installation services already shapes the perception of the later service, even if customers are not yet actively asking for it.

Step 2: Purchase Decision and Order

The purchase is completed digitally or in-store. Now, important foundations for the later delivery are set: Which services are booked? What information is collected? Which delivery options are offered?

Step 3: Order Processing and Preparation

Behind the scenes, the logistical implementation begins. Retailers transmit the order, goods are prepared, and routes are planned. For end customers, this process usually remains invisible — until deviations occur.

Step 4: Delivery and Installation

This is the core of the last mile. The goods are transported, delivered, assembled, or connected. Here it becomes clear whether digital promises hold up in reality.

Step 5: Use and Aftercare

After delivery, it becomes apparent whether everything works as intended: Were product instructions provided? Are there complaints? How are old appliances handled?

The customer journey in large-item logistics differs fundamentally from classic parcel shipping. While a book or T-shirt moves through the supply chain largely automatically, delivering a fitted kitchen, sofa, or refrigerator requires coordinated interaction between retailer, manufacturer, logistics provider, and end customer. Every handover point carries the risk that information gets lost, expectations are misaligned, or responsibilities remain unclear. It is therefore crucial to design processes so that information and responsibilities are reliably passed along the customer journey.

Breakpoint 1: Between Order and Order Transmission

The first critical moment occurs immediately after the purchase. Customers expect a confirmation with clear information: delivery date, scope of service, necessary preparations. However, relevant details such as preferred delivery time, floor level, door widths, or access conditions are sometimes missing. If this information is collected only later, follow-up questions and delays arise. A study by Hermes Einrichtungs Service (HES) shows that 84 percent of surveyed customers consider it important to choose the day and time window for their delivery. This expectation can only be met if the data foundation is complete from the start.

The solution lies in well-designed checkout processes that ask relevant questions upfront: address, floor level, special conditions, desired additional services. The answers form the basis for a smooth process.

Breakpoint 2: Between Retailer and Logistics Provider

Once the order is placed, internal coordination begins. The retailer must transmit the order to the logistics provider, and this is where system integration becomes visible. Typical sources of error include:

• Manual data transfer — Orders sent via email or fax lead to lost or misinterpreted information.
• Lack of standardization — Each retailer uses different formats, requiring manual rework by the logistics provider.
• Incomplete information — Missing product dimensions, weight, or special requirements make precise route planning impossible.

HES therefore relies on standardized interfaces such as order APIs, which transmit order data automatically and in a structured way. This significantly reduces error rates and enables precise resource planning. Only when it is clear that a 180‑kilogram wardrobe must be carried to the fourth floor without an elevator can the right team with the right equipment be scheduled.

Breakpoint 3: Between Route Planning and Customer Communication

The route is planned, the team is ready — but do customers know? This is one of the most common and consequential breakpoints: the delivery notification. Poorly communicated delivery times are a major source of dissatisfaction. The problem intensifies when customers cannot be reached or time windows do not fit.

Modern notification systems solve this through proactive, multi-step communication:

• Confirmation immediately after purchase with an estimated delivery window
• Concrete appointment announcement 2–3 days before delivery
• Precise time window the day before
• Live tracking on the delivery day with arrival prediction

HES uses the myHES customer portal, which provides real-time delivery insights, and the AI-powered voice and chatbot Hermine, available 24/7. These digital touchpoints bridge the critical phase between planning and execution.

Breakpoint 4: On the Delivery Day – When Theory Meets Practice

The delivery day is the moment of truth. This is where it becomes clear whether all previous steps worked or whether gaps become visible only now. Typical scenarios that reveal breaks include:

• The furniture does not fit through the door — measurements were not compared with on-site conditions.
• No one is home — the notification was missed or never received.
• Required connections are missing — only on-site does it become clear that adapters or the (not booked) installation service are needed.
• Old appliances are still in place — removal was not coordinated.

These situations do not arise from bad intentions but from missing information or unclear responsibilities in earlier steps.

Breakpoint 5: After Delivery – When Function Checks Are Missing

The goods are delivered, the team has left. But does everything work? This is the final critical breakpoint: the transition from delivery to use. Especially with electrical appliances, it often becomes clear only after installation whether everything functions correctly. A washing machine not properly connected, a kitchen requiring hinge adjustments, a height-adjustable desk with a missing part — these issues are sometimes noticed only after the delivery team is gone. The result: complaints, repeat visits, frustration on both sides.

According to the HES study, 29 percent of buyers of large electrical appliances would have used an installation service if it had been clearly visible during the ordering process. This means: demand for comprehensive services exists, but it is not activated because it is not proactively offered. HES therefore relies on on-site function checks, user instructions, and complete documentation of all installation steps.

Digital Interfaces as Bridge Builders

Many breakpoints can be mitigated through integrated digital systems. APIs for order management, time-slot booking, and tracking create a continuous flow of information between retailers, logistics providers, and customers. This enables transparent processes from checkout to delivery to digital documentation after installation.

Conclusion: Taking Responsibility and Avoiding Breaks

The customer journey in large-item logistics is complex — and this complexity makes it vulnerable to breaks. Every handover point can become a challenge if information is missing or responsibilities are unclear. A service-oriented approach addresses exactly these points: complete data collection, integrated interfaces, proactive communication, and teams that take responsibility.

HES sees itself as a service partner that approaches and manages the last mile holistically. In the end, it does not matter how many stakeholders were involved. What matters is that the click in the online shop is followed by seamless everyday use. This is achieved through a customer journey that makes service tangible and builds trust.