Why it matters

In the digital age, product delivery is no longer an afterthought at the end of the purchase process, but an essential touchpoint for retailers and brands. Brands that can provide efficient delivery, overlaid with a tangible customer experience, stand to build loyalty and equity.


  • On-demand delivery is increasingly table stakes for marketers, but emotional components are needed to supplement this heightened utility.
  • Brand custodians should gather consumer insights to understand how their “last-mile” solutions can serve different audiences, from people with mobility issues to time-poor working families.
  • Creating a digital-meets-physical ecosystem that spans product discovery to delivery could help marketers secure repeat purchase.

Walgreens, the pharmacy retail chain, has long premised its consumer advantage on the unique mix of proximity and convenience offered by its physical stores.