retail store is a vital cog in the broader supply chain network. This, therefore, means that retailers need to think holistically when it comes to optimising operations across the chain, implementing a strategy that improves both efficiency and responsiveness. Reimagining fulfilment and last-mile strategies has become a must in the new age of retail to survive and thrive, introducing new considerations like supply chain agility to weather the competition. With this, storefronts are moving beyond being a shopping destination, to becoming a hub of omnichannel fulfilment, faster deliveries, higher efficiency and more. First things first Supply chains exist to create value for customers. As consumers’ demands are constantly changing, the supply chain must remain agile and flexible in order to stay relevant. And just as these demands evolve, we’re increasingly seeing customers place more value in delivery time and sustainability. With this growing interest in eco-friendly fulfilment, businesses must address the challenges that deter them from achieving a sustainable future. For those already operating on tight margins, sustainability is seen as a sacrifice on cost, but even through minor changes retailers can meet customer expectations and drive growth across the board. If you’re efficient, you’re sustainable Time is money – and efficient order packing and routing are crucial to reducing the environmental impact of retailers’ last mile. Tracking consumer behaviour across different locations and regions, by using data analytics and AI, can provide valuable insights into drop routing. This dynamic route planning can be optimised to reduce time spent in traffic or convoluted drop-off navigation, resulting in faster deliveries and lower fuel and vehicle maintenance costs. Fulfilling this can be as simple as partnering with existing delivery providers who already offer established last-mile solutions, so they can do the heavy lifting for you. While traditional door-to-door fulfilment can be costly, local fulfilment holds significant weight when it comes to addressing the sustainability challenges of delivery. Offering consumers with various delivery and pick-up options not only gives the customers a sense of self-determination – and meets their expectations – but also reduces operating costs and overall carbon footprint by eliminating unnecessary delivery attempts. Same-day in-store collection or parcel locker pick up drop off (PUDO) options are greener incentives that help offset some of the more expensive eco-investment alternatives which even small retailers can utilise. And for conscious consumers, visibility that they would be selecting the lowest carbon emitting option can satisfy their desire for living more sustainably. Their affinity, and therefore value, to your brand would likely increase as a result, too. Incentivise greener choices Looking at the average online purchasing process, half of the greenhouse gas emissions are caused by last-mile delivery and returns. The rest is split between packaging and the energy consumption used to place the order online. Smaller changes such as using reusable or biodegradable packaging materials can decrease the waste created and may even prove to be cost-effective in the long run. Returning packaging materials for reuse of recycling can extend these incentives out to the consumer and encourage sustainable practices. Just like offering greener delivery options, customers interested in sustainability may even welcome the opportunity to co-contribute to your brand’s green initiatives such as when people voluntarily pay to offset the carbon from their flights, or electricity. When we know a large cohort of consumers are more willing to pay extra if they can offset their carbon contributions, giving consumers various packaging and delivery options transforms delivery services from a cost-driver to a customer value-differentiator. And offering such value is critical to retaining loyalty in a torrid market. Fleet decarbonisation While smaller retailers can benefit from flexible delivery options, bigger retailers with more control over their fleets can look towards integrating electric vehicles into their delivery networks. Many retailers are already doing this, and this is even extending out of the typical retail bubble with BHP recently announcing an EV partnership with Toyota — supporting their objective to reduce greenhouse gas emissions by 30 per cent by 2030. The idea of transitioning to an electric fleet may sound costly and convoluted, but Accenture analysis suggests that in doing so your fleet can generate up to 85 per cent operations and maintenance savings compared to ICE vehicles. And a 1:1 mobility replacement isn’t always needed, which gives retailers the opportunity to downsize their fleet. But for those without their own fleet, tapping agnostic logistics platforms enables them to benefit just as much from a variety of carriers, building contingency into their network and offering more flexibility and convenience to their customers. It’s a tough marketplace and many retailers are understandably safeguarding their margins, which meansinvesting in a sustainability strategy slips lower down on the agenda. But as retailers reimagine their role in the supply chain, sustainability becomes a key driver to build deeper relationships and survive in a competitive landscape – and last-mile experiences can hold the key to this success. By focusing on an intricate interplay of data-driven insights, customer-driven initiatives and cross-business collaboration, navigating this intricate network becomes a lot simpler than first thought.