Real-Time Tracking Study EU 2024

The process of Last Mile Parcel Delivery is becoming increasingly complex and expensive, and all parts of the value chain are feeling the pressure. Real-Time Tracking (RTT) has become a major turntable of last mile delivery orchestration and User Experience.

Last year, Customer Code, in collaboration with Bettermile, conducted a study exploring consumer expectations and experiences with Real-time tracking (RTT) services across various carriers. In 2024, we expanded our research with a new survey of 1,200 consumers in Germany to provide fresh insights.

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What is considered real-time tracking?

Real-time tracking refers to the process of monitoring the final stage of a delivery, from the distribution hub to the recipient’s doorstep.
Conventional tracking logs scan events at key points along the delivery route, providing updates as the shipment moves from carrier to end-customer. Day-of-delivery notifications send SMS or email updates with an estimated delivery window. The most sophisticated, advanced real-time tracking, provides continuous updates, showing the parcel’s live location on a map, the number of stops before delivery, and dynamic time estimates. This enhances transparency and customer satisfaction by offering precise delivery information.

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Delivering More Than Just Packages

Emotional attachment to brands plays a significant role in how consumers perceive and interact with them. RTT continues to enhance this emotional engagement, especially through its delivery services. As customers' expectations and familiarity with RTT grow, their emotional connection to the brand deepens. Delivery has evolved beyond a simple transactional process; it is now an integral part of the overall shopping experience.

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Download Our Previous Report

The previous report, "Real-Time Tracking in Last Mile Delivery 2023" reveals essential findings on the state of real-time parcel tracking across Europe. Offering a detailed look at user expectations, industry challenges, and technological trends, the report is built on extensive testing with major carriers and data from a wide-reaching survey. Gain a deeper understanding of the latest developments in last-mile delivery.

Download 2023 Report