Measure Twice and Cut Once: How You Benefit From OOH Delivery Analytics

The key benefit of OOH delivery analytics is that it gives you a real-time, up-to-date central knowledge hub of your entire network and all of its parts. And while these insights become crucial in times of need — think a poor-performing OOH point you’ve just set up — their full power lies not just in a reactive approach.

The full extent of delivery analytics lies in using it continuously to improve your network day in, and day out. Here is a rundown of how you can benefit from these insights, from strategic to day-to-day work, and why it’s worth embracing them sooner rather than later.   

De-risk your delivery network investments

Delivery analytics takes the guesswork out of your network management and expansion. With delivery analytics, your OOH team gets a continuous feed of information, that can be as granular or broad as you need it. 

For example, if you want to optimize your network performance, delivery analytics lets you look into specific PUDO points and parcel lockers. It gives you insights into their capacity, most popular pickup times, and overall utilization. This then lets you double down on similar locations, or shed the underutilized ones.

Cut strategic and day-to-day costs

OOH delivery analytics informs your business decisions over the long run and lets you confidently decide how to approach your network building, management, and growth — without straining your budget. 

For one part, by having the data on which locations to go after, and which locations to remove from the network, you avoid incurring the costs of experimenting with a location only to find out it performs poorly. 

Instead, you can make strategic decisions about your network cost-efficiently. 

At a more day-to-day level, delivery analytics cuts your costs by helping you optimize your delivery routes, double down on well-performing locations, examine or remove low-volume OOH points, and operate with the best impact at all times.

As you build and grow your network, delivery analytics will keep on informing you through these business decisions, so you can continue to focus on high-impact work. 

Simulate changes to the network in advance

Adding and removing parcel lockers and PUDO points is a lengthy and costly project. 

With delivery analytics, you can quickly simulate adding, removing, and relocating any of the OOH points and your network, and then analyze the results and impact,  before actually committing to any changes. This way, you can identify the most cost-effective course of action without unnecessary expenses.

Get real-time insights into your network performance

The increasing competition in the OOH space drives the pressure to expand your network fast. However, adding OOH locations without accurate data to back up those business decisions, can cause more harm, leading you to fall behind the competitors. After all, you already might be in possession of good OOH locations that simply need some tweaks. 

For example, you might have a location that is performing poorly due to the short opening hours. 

However, without delivery analytics, you’d need to spend considerable time digging through reports before you can identify a pattern. 

With analytics, you can instead set rules and get notified in real-time about potential shipment delays, dwell time, or underutilized capacity at one or more of your OOH locations.

Automate network planning

Planning an OOH network means you need to juggle numerous data points and assumptions. These range from area population, to proximity of other urban infrastructure like posts, competitor OOH locations, or more general points of interest.

With delivery analytics, you can get out of manually planning your network, adding layers of information, from across different tools, to modelling your network ten times faster. 

With a good analytics tool at hand, you get suggestions for locations with high potential and capacity range and you can test and validate your ideas, with your team, before the first OOH point is even set up.

We arranged two teams with identical entry premises at their disposal. One team used the MIly Tech platform and needed only 20 hours to propose locations for new
parcel lockers. The other team needed over 720 hours.
Nevenko Lazović, Supervisor for Serbia at D Express

Optimize route performance

Optimized routes are a big part of your network success, not only because of the view you get into internal operational dynamics but also because they signal consistency and reliability to parcel recipients.

With analytics, you readily have access to information like the number of stops, deliveries, and the overall distance of a route. This then lets you assess route performance. 

Plus, you can have the route visualized and enriched with detailed information about each stop, so you can identify any deviations from the plan, and provide feedback.

As a result, you can easily analyze completed routes, identify bottlenecks, and track delivery progress in real-time, ensuring the quality of route performance.

Improve customer experience

Despite the “home, sweet home” appeal in delivery, people are increasingly opting to choose an OOH location. Given its convenience, an OOH point allows people to pick up parcels where it’s most convenient for them, perhaps at a gas station or corner shop close to their office, or at the post office in the city center when they are running other errands.

With delivery analytics, you get to factor in area population, points of interest, and consumer behavior, and then identify locations that are the most appealing and in the closest proximity to recipients. 

This not only makes it easier for people to pick up their parcels but can encourage them to do so sooner rather than later, which positively affects dwell time and locker utilization.

Curb environmental impact

Delivery analytics also helps with another key aspect in the last-mile space: environmental footprint. Regulations are becoming stricter by the year, leaving delivery companies with a shrinking space for operation. 

However, delivery analytics enables you to still find the right OOH points with maximum impact and then consolidate multiple deliveries to a single, utilized location. That way, you can curb your environmental impact and still run a profitable business.

Want to see how Mily Tech OOH delivery analytics helps you optimize your network, cut costs, and grow your network with confidence? Get in touch for a personalized walkthrough and let’s chat about your OOH strategy.

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