The last mile is the final step in the logistics process—and therefore the moment when brand promises are put to the test in customers’ everyday lives. This is exactly where the current HES Compass, titled “Delivery in Transition: Trends on the Last Mile,” comes in. The survey of 150 logistics decision-makers from consumer-focused industries clearly shows how dramatically perspectives on delivery have changed. Two findings stand out in particular.
The Last Mile Shapes Brand Perception
70 percent of respondents agree that the last mile is a decisive factor in the brand experience. This is a remarkably clear signal: delivery is no longer viewed solely as an operational process, but as an integral part of the customer journey.
Particularly in sectors such as furniture & living, consumer electronics, or large household appliances, it is about more than just transporting goods from point A to point B. Delivery windows must fit into customers’ daily routines, and products often need to be carried in, assembled, or connected professionally. The friendliness, transparency, and reliability of delivery teams have a direct impact on how a brand is perceived—and on whether a purchase turns into a long-term customer relationship.
The last mile thus becomes a visible and tangible service delivered to end customers. Companies that actively shape this moment are investing not only in smooth processes, but also in their brand image.
Quality Over Speed – With the Right Balance
Another key finding of the HES Compass concerns delivery priorities. For 64 percent of respondents, delivery quality is more important than sheer speed. In larger companies with more than 100 employees, this figure even rises to 76 percent.
However, this does not mean that speed is losing relevance. Rather, expectations are becoming more differentiated: speed is most convincing when it is predictable and reliable. Accordingly, 46 percent of participants consider next-day delivery a relevant trend, while same-day delivery plays a lesser role at 29 percent.
The message is clear: speed matters—but not at any cost. What truly counts is the interplay of reliability, transparency, and service quality. End customers want to know when their delivery will arrive—and they want to be able to rely on everything running smoothly.
HES Compass: Rethinking the Role of Delivery
The results of the HES Compass show that the last mile is undergoing a structural transformation. It is being approached more strategically, increasingly aligned with the customer experience, and more and more seen as an opportunity for differentiation.
Anyone interested in the trends shaping the industry, where companies are investing, and the role of digitalization and external logistics partners can find all insights in the full HES Compass report.
You can download the HES Compass
“Delivery in Transition: Trends on the Last Mile” for free here.
