Lastmily · Platform · Experience layer
The experience layer
For most customers, delivery is the most memorable part of the purchase.
The retailer controls everything up to checkout. Everything after it belongs to whoever carries the parcel – and the recipient remembers whoever’s name is on the page.
The handover
Two halves of one purchase, owned by two companies.
What the retailer controls
Discovery · product page · cart · checkout. The product, the price, the promise made at checkout, the returns policy, the brand.
What the carrier controls
Pickup · in transit · delivery attempt · post-delivery. Whether the promise is kept, the ETA, the notification, the chance to change it, the person at the door, the recovery when it goes wrong.
The retailer spends months and a marketing budget on the first half. Then, on the day the customer is most emotionally engaged – the day the thing they bought is arriving – the experience is handed to a company the customer never chose, on a page with a different logo.
Everything good that happens next accrues to the courier. Everything bad accrues to the shop.
That asymmetry is the entire commercial argument for this layer. Branding the post-purchase half is worth real money to the shipper, and it is the same event log the operation already runs on – which is why it is the easiest thing on this platform for a carrier to resell.
It is also the hardest thing to retrofit, because it needs the event log, the ETA and the ability to change a delivery – all of which live in the operation, not in a marketing tool.
A good delivery becomes a good memory of the courier.
A good delivery becomes a good memory of the shop – and the shop pays for that.
Lastmily · Experience
What recipients actually want
Seven things, and none of them is a dashboard.
- Tell me before I ask
- A two-hour window, not a day
- Let me change it from my phone
- Don’t make me be home
- One attempt, done
- The brand I bought from
- A person who knows the entrance
Recipient · live tracking
The page the person at the door actually sees.
Branded tracking, proactive notifications, the chance to change it from a phone, and a rating at the end – the same shipment, in the recipient’s view of it.
Note what is not on it: a status code, a carrier reference, a phone number to ring. Every one of those is a question the page should have answered.
A notification that arrives after the customer has already checked is not proactive, it is an apology. Sending is driven by the ETA the control tower is holding, not by a cron job.
A two-hour window from a model that knows this street and this driver beats an all-day window from a scheduling rule.
Proactive notifications and self-service change together are what move inbound call volume – an estimated −35%, comparable implementations. Neither half does it alone: the notification creates the moment, the self-service page is what the recipient does with it instead of ringing you.
Lastmily · Experience
Personalised delivery
Three people, three different right answers.
The same platform, reading what each of them actually did before. This is what the models are for on this layer – not a segment, a person. The three below are worked examples built from the patterns the models read, not real recipients.
Mary
“There is a free slot in the locker by your door. Shall we book it?” – because 11 of her last 12 parcels were collected from locker 4B.
Theo
No message at all; his parcel is simply routed for Wednesday, 10-12 – because he redirected off Tuesday on 9 of his last 11 deliveries, so the router stopped planning Tuesdays.
Alfred
“Shall we leave it with Tania at number 14 again?” – because the neighbour accepted on 7 of his last 9 deliveries.
Lastmily · Experience
Sellable to shippers
Six things a carrier can sell a shipper.
- Branded tracking
- Proactive notifications (SMS, Viber, email)
- Self-service change
- Windows & preferences
- Rating, NPS & reviews
- Campaigns at the door
−35%
inbound calls, with proactive notifications and self-service
comparable implementations
+8 pts
brand NPS for the shipper
Public case study; shipper-reported, no control group
+19%
second purchase from new customers
Public case study; shipper-reported, no control group
2.2 → 4.4
Google rating
courier case
Sell the post-purchase half back to your shippers.
We will show you the branded page, the notification set and the numbers it moved where it went live.
Keep reading
Lastmily · Experience
The close
Pick the number we should be measured on.
Then let us measure it before you commit to anything.