Delivery and off-premise fulfillment is quickly becoming a large percent of sales and revenue. Third party delivery providers – including crowdsourced fleets, third party logistics (3PL) and carriers – have become a fixture in many brands’ fulfillment strategy. Businesses can use them when their own fleet is maxed out, or when they don’t want the additional expense and complexity of managing their own fleet. But multi-fleet management comes with its own headaches: incomplete or changing integrations, inconsistent visibility and branding, as well as lack of quality control and direct relationships with customers. To increase delivery firepower and maintain control of the customer relationship businesses are turning to flexible, integrated delivery networks.
This post explores the different challenges of working with multiple third party delivery providers, and how businesses can use Bringg’s Delivery Network and fulfillment platform to quickly and flexibly integrate with, manage, and optimize use of such providers for branded customer experiences and a higher bottom line.
8 reasons to use an integrated delivery network to manage multiple third-party fleets:
1. Engage the right providers
2. Engage the optimal fleet for each delivery
3. Optimize for cost, quality and availability
4. Automate delivery flows
5. Synchronize inventory/kitchen prep, staging and delivery operations
6. Offer a consistent branded experience
7. Measure and improve performance
8. No need to build and maintain integrations yourself
When third party delivery is not enough
Businesses need the technology to quickly and easily scale delivery while controlling both how they dispatch to fleets and the third-party delivery experience.
If you’ve already planned to use third party delivery providers, or are already doing so, you have likely stumbled on the issues that need tackling:
Brand awareness and customer relationship – when a third party delivery provider rings a customer’s doorbell, who does the customer attribute the delivery experience to – your brand, or the provider’s brand? When customers aren’t satisfied with the quality of the goods when delivered, or when a delivery arrives late, who do they attribute this failure to?
Your customers should know exactly whom to turn to, and should have a clear channel of communication – and neither of these should be through the third party. You cannot outsource your customer relationships and interactions.
You also want to use delivery partners that provide the best experience for your customers. However, most businesses struggle to gain real-time visibility over third party delivery providers necessary to understand their performance and ensure the customer experience meets their brand’s expectations. Moreover, you need real-time visibility to catch when something goes wrong with an order, so you can proactively reach out to the customer and minimize negative impact on your relationship.
Managing integrations – Relying solely on third party marketplaces is a double-edged sword. On the one hand, they are a significant growth engine, allowing for fast delivery activation with minimal operational investment. On the other hand, this reliance comes at the cost of customer data and ownership, revenue lost through commissions paid to marketplaces, and loss of cross-sell/upsell opportunities.
If you’re planning on your own digital channels, you’ll need not only third party delivery providers and/or an internal fleet, but all of the operations built around connecting your eCommerce, POS and other systems to fleet operations: ensuring that the correct orders are dispatched to the right delivery partner, and delivered to the correct person and location. Building and maintaining these integrations takes resources that many brands don’t have, or would rather not use up.
Fleet Optimization – Another challenge is choosing the optimal fleet for each order. ‘Optimal’ can mean different things not only for each business, but for different orders, locations, or customers within the same business. For on-demand orders, or orders for customers with a premium subscription, you may want to dispatch orders for delivery based on availability first, and price second. A company using both internal and external fleets may want to look at internal delivery capacity before deciding whether to dispatch to an external fleet.
In order to address these issues, businesses need more than just a delivery app: they need the technology to quickly and easily scale delivery while controlling both how they dispatch to fleets and the third-party delivery experience.
The value of a smart, integrated delivery provider network
The Bringg Delivery Network is an aggregation of third party delivery providers which businesses can use to form their own delivery network and dispatch orders for delivery based on their own custom business logic and operational considerations. This instant access to leading delivery providers allows brands to expand their delivery operations quickly. More than that, the Delivery Network is a centralized tool for seamlessly and flexibly deploying, scaling, managing, and optimizing multiple fleets to address diverse business needs, while retaining a consistently excellent customer experience.
Our platform can integrate with any fleet and provide in-depth data exchange needed for true visibility and orchestration. This helps you effectively utilize these external fleets as if they were internal resources, either exclusively or in combination with an internal fleet.
The benefits include:
– Built-in integrations, allowing you to test and scale with any fleet with minimal effort
– More delivery options – Instant access to greater / diversified geo and peak coverage with differing delivery models and SLAs when and where you need it
– Faster delivery, better quality delivery by syncing between retail, kitchen or warehouse operations and delivery providers
– Consistent, branded customer experience across your network of fleets
– Customer data ownership, regardless of who’s delivering for you
– Real time visibility and control over the delivery experience, allowing you to optimize for cost, quality and availability
How it works: centralized management, flexible flows
Integrating with a fleet – When a business wants to add a third party delivery provider, they can find them in Bringg’s network of integrated providers for food delivery, retail, oversized delivery, healthcare, and logistics.
Every fleet in our network has been vetted for technology that meets Bringg’s standards. This levels the technological playing field by offering brands a unified customer experience with all of the fleets they use.
Businesses can alternatively bring their own external fleets and have them integrate with Bringg’s delivery network.
Setting up business logic behind fleet selection – Businesses can choose which fleets they want to utilize per use case, region, or other criteria. Then, they can set up the operational logic behind Bringg’s fleet routing engine, based on their business logic. This is a great way to ensure excellent customer experiences; for example, orders can be dispatched to fleets with the best customer experience ratings, or the fastest average delivery times.
Once the business logic is set up, all fleets integrated with Bringg – whether from our Delivery Network or not – can be dispatched using different flows with customized levels of automation.
Syncing operations across the delivery flow – When your entire logistics chain, from your retail systems (e.g. POS, picking, order prep), to your inventory management system (IMS), warehouses, and drivers are all linked to the same system, it’s easy to ensure a fast, seamless handoff. It also ensures that both orders and drivers from external platforms are managed in a uniform way for a consistent customer experience.
Restaurant Delivery Operations
Innovators in the restaurant industry are increasingly using a variety of crowdsourced fleets for restaurant delivery, some of which are also marketplaces. To ensure that food is ready on time for pickup, no matter who is doing the pickup, you’ll need to sync between kitchen prep and delivery with these external providers. For example, Bringg’s platform takes food prep time into consideration and dispatches orders to a driver so that their arrival at the restaurant is timed with the food’s arrival from the oven. The Prep App shows kitchen staff which orders are ready for pickup, and how far away the driver is.
Offering a consistent, branded customer experience – Working with an integrated delivery network ensures that your customers get the experience they expect from your brand, no matter who performs the actual delivery. For example, if you offer 30-minute delivery, and have the fleets and technology to meet that demand, then customers know that no matter which delivery driver brings their order, it will be delivered on time, every time.
Centralizing visibility and technology – Every fleet in Bringg’s network provides real-time data to Bringg that captures progress through order fulfillment, either via API integration or by using the Bringg Driver App. At the same time, Bringg’s platform tracks and measures high-level fleet performance.
Leaders can view order value per region and per fleet, as well as fleet performance. These and other metrics can be used to make better choices about where and how you use each external fleet – for example, optimizing for the optimal customer experience, or cost-to-deliver. This is true whether you work with fleets from our delivery network, or other fleets of your choice, once they integrate with Bringg’s platform.
Having a robust network of multiple delivery providers is the first step in expanding your delivery and fulfillment revenue. The next step is ensuring you’re using the right fleets in the right way to continue growing.
Bringg’s Delivery Orchestration platform incorporates multiple out-of-the-box solutions that help brands quickly launch and scale first, middle and last mile delivery, click and collect, and curbside, optimizing both in-house and external delivery fleets for the best performance. We’ve worked for years with some of the world’s largest global brands, building an integrated network of fleets and applications that help your teams ensure the optimal speed, cost, and convenience with every order. To learn more, you can schedule a demo here.