While integration of supply chain, inventory management, marketing and point-of-sale is critical to success in an omnichannel environment, final-mile delivery is often the most "customer facing" step in this chain and, as such, can severely impact the consumer's brand experience. Will the product be delivered when and where he or she needs it? Will the cost of delivery be reasonable? Will delivery include installation and setup, in the case of an appliance or electronic item, and will the delivery team have the necessary equipment, tools and skill? Failure to meet consumers' ever-increasing expectations can undermine the brand experience and, ultimately, harm your relationship with the retailer or other shipper.
