LOGISTICS
of consumers aged over 65. Furthermore, over half (56 percent) of respondents aged 18-34 have reduced online shopping due to environmental concerns, compared to only 26 percent of those aged over 55.
Tailoring the messaging towards different delivery personas will be key to encouraging consumers towards greener delivery models. For the older generation less concerned about the environment, ensuring the green delivery options are also low cost or free will be essential. In contrast, younger generations will be looking for clear proof that last mile practices are sustainable, requiring more in-depth information about the delivery options.
In addition to using free green delivery to achieve behavioural change within older generations almost by default, those organisations able to demonstrate the efficiency and effectiveness of delivery models will build loyal eco-friendly businesses amongst a younger generation increasingly basing purchasing decisions on environmental performance.
CONCLUSION
Consumers want to do their bit for the environment, they just do not want to pay for it. While the last mile is increasingly being delivered by Electric Vehicles, if customers still perceive green deliveries as
the expensive choice, the pace of change will remain slow. Plus, of course, customers are cynical. They are wary of ‘greenwash’ and information about why a particular delivery slot is green will be an important aspect of behavioural change.
It is time to be proactive and stop making the customer choose between cost and the environment. Efficient delivery reduces both the cost of fuel and CO2 emissions, giving retailers a compelling opportunity to entice customers to choose delivery slots that are both green and low cost.
Descartes
www.descartes.com FACTORY&HANDLINGSOLUTIONS | DECEMBER/JANUARY 2024/25 39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70
