Ordering a sofa online takes just a few clicks, and the purchase is complete. But between clicking “Buy Now” and the moment the furniture is in the customer’s living room, there are numerous process steps, several parties involved and many handover points. This is exactly where disruptions can occur, turning a promising shopping experience into a real test of patience. So how can these disruptions be avoided and the customer experience strengthened?
Customer Journey: From Desire to Use
The customer journey begins long before the purchase decision and only ends once the product is actually in use. For large goods, several key stages can be identified, each presenting its own challenges. What matters most is how information, responsibilities and expectations are communicated from one stage to the next.
Step 1: Information and Inspiration
Customers research both online and in stores, compare products and look for inspiration. At this stage of the customer journey, initial expectations regarding the product, service and delivery experience begin to take shape. Information about delivery options or assembly services already influences how customers perceive the service they will receive later, even if they are not yet actively looking for these details.
Step 2: Purchase Decision and Order
The purchase is completed online or in-store. At this stage, important decisions are made that will shape the subsequent delivery experience: Which services are booked? What information is collected? Which delivery options are offered??
Step 3: Order Processing and Preparation
In the background, the logistics process begins. Retailers transmit the order, goods are prepared and delivery routes are planned. For end customers, this process usually remains invisible until something does not go as planned.
Step 4: Delivery and Installation
The heart of the last mile. This is where the goods are transported, delivered, assembled or connected. It is the moment when digital promises are put to the test in the real world.
Step 5: Use and After-Sales Support
After delivery, it becomes clear whether everything works as intended: Have customers received the necessary product instructions? Are there any complaints? How are old appliances handled?
The customer journey in bulky goods logistics differs fundamentally from traditional parcel delivery. While a book or T-shirt can move through the supply chain largely automatically, delivering a fitted kitchen, sofa or refrigerator requires close coordination between retailers, manufacturers, logistics providers and end customers. Every handover point carries the risk of information being lost, expectations not being aligned or responsibilities remaining unclear.
It is therefore essential to design processes in a way that ensures information and responsibilities are reliably passed on throughout the entire customer journey.
Breakpoint 1: Between Order Placement and Order Transmission
The first critical moment comes immediately after the purchase. End customers expect a confirmation containing clear information about the delivery date, scope of services and any necessary preparations. However, relevant details such as the preferred delivery time, floor, door widths or access conditions may be missing. If this information is only collected at a later stage, additional queries and delays can arise.
A study by Hermes Furniture Delivery Service (HES) (link to your study) shows that 84 percent of the customers surveyed consider it important to be able to choose the delivery day and a preferred time slot. This expectation can only be met if all relevant information is available from the outset.
The solution lies in well-designed ordering processes that capture relevant information during checkout: What is the delivery address? Which floor? Are there any specific access requirements? Which additional services are required? The answers provide the basis for a seamless delivery process.
Breakpoint 2: Between Retailer and Logistics Provider
Once the order has been received, internal coordination begins. The retailer needs to transmit the order to the logistics provider, and this is where the quality of the system integration becomes apparent. Typical sources of error include:
- Manual data transfer: Orders are forwarded by email or fax, which can result in information being lost or misinterpreted.
- Lack of standardisation: Each retailer uses different formats, requiring the logistics provider to process data manually.
- Incomplete information: Product dimensions, weight or specific requirements are missing, making it difficult for the logistics team to plan delivery routes accurately.
HES therefore relies on standardised interfaces such as Order APIs, which transfer order data automatically and in a structured format. This significantly reduces error rates and enables precise resource planning. After all, only when it is clear that a 180-kilogram wardrobe needs to be delivered to the fourth floor of a building without a lift can the right team and the appropriate equipment be scheduled.
Breakpoint 3: Between Route Planning and Customer Communication
The delivery route has been planned and the team is ready, but do end customers know what to expect? This is where one of the most common and significant breakpoints occurs: delivery date notification. Poorly communicated delivery times are one of the main causes of customer dissatisfaction. The problem becomes even more challenging when customers cannot be reached at short notice or the proposed time slots do not suit them.
- Confirmation immediately after purchase, including the expected delivery time slot
- Specific delivery date notification 2 to 3 days before delivery
- Precise delivery time slot provided the day before delivery
- Live tracking on the day of delivery with an estimated time of arrival
Breakpoint 4: On the Day of Delivery, When Theory Meets Practice
The day of delivery is the moment of truth. This is when it becomes clear whether all the previous steps have worked as planned or whether gaps only now become apparent. Typical scenarios that reveal breakpoints include:
- The furniture does not fit through the door: The dimensions were not checked against the conditions at the delivery location.
- No one is at home: The delivery date notification did not reach the end customer or was overlooked.
- Required connections are missing: With electrical appliances, it may only become apparent on site that adapters or an installation service, which was not booked, are required.
- Old appliances are still in place: Removal was not coordinated in advance.
These situations are not caused by bad intentions, but by missing information or unclear responsibilities in earlier stages of the process.
Breaking Point 5: After Delivery, When the Functionality Check Is Missing
The goods have been delivered and the delivery team has left. But is everything working properly? This is where the final critical breakpoint becomes apparent: the transition from delivery to use. Particularly with electrical appliances, it often only becomes clear after installation whether everything is working correctly. A washing machine that has not been connected properly, a kitchen with hinges that need adjusting, or a height-adjustable desk with a missing component may only reveal problems once the delivery team has already left. The result: complaints, additional service visits and frustration on both sides.
According to the HES study, 29 percent of customers who purchased large electrical appliances would have used an installation service if it had been clearly presented during the ordering process. This shows that there is demand for comprehensive services, but customers may not make use of them if these services are not actively offered. HES therefore relies on on-site functional checks, instructions on how to use the products and comprehensive documentation of all installation steps.
Digital Interfaces as Bridges
Many breakpoints can be minimised through integrated digital systems. APIs for order management, time slot booking and tracking create a seamless flow of information between retailers, logistics providers and end customers. This enables transparent processes from checkout and delivery through to digital documentation after installation.
Conclusion: Taking Responsibility and Avoiding Breakpoints
The customer journey in bulky goods logistics is complex, and it is precisely this complexity that makes it vulnerable to breakpoints. Every handover point can become a challenge if information is missing or responsibilities remain unclear. A service-oriented approach addresses these critical points through complete data collection, integrated interfaces, proactive communication and teams that take responsibility.
HES sees itself as a service partner that takes a holistic approach to managing the last mile. Ultimately, it does not matter how many parties were involved. What matters is that a click in the online shop is followed by a seamless experience when using the product at home. This is achieved through a customer journey that makes service tangible and builds trust.
