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BW Businessworld

E-commerce Bets Big On Personalised Delivery Options

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E-tailers are roping in women with hospitality industry background are roped in to deliver niche products for better customer experience
Customers are really the kings and queens in the age of e-tailing. Not only are they a discerning lot, they are also fickle minded; always unsure of what they order, after they order. At such a time, an up and coming logistics service provider from Bangalore is thriving because of its women employees who deliver a unique service called “Daakiyaa Smile” short for ‘service till the last mile’. This service comes from a Bangalore-based boutique marketing and logistics company called Daakiyaa Marketing & Logistics Pvt Ltd. The company calls its self the “last mile enablers”.
The service enables brand owners to connect with their e-commerce customers through women delivery persons. According to Rohit Singh, CEO and MD of the company, a number of brand-owners are concerned by the quality of representatives who deliver their goods. “The women in the Smile division understand the brand ethos of the products they are delivering. They deal with customers accordingly. “Niche products like lingerie and jewellery are dispatched through this service,” he says.
The service can be availed across Delhi, Mumbai, Bangalore, Hyderabad among other cities.
Online brands like Caratlane, Urbanladder, Fernsnpetals and Amrapali are using this service from Daakiyaa. The company also has a “Daakiyaa e-Motion” which is male-dominated because it implements deliveries of volume for product aggregator sites on the lines of Paytm and Fashionara.
The company has hired the services of around 21 female employees who have prior experience from the hospitality sector. As per company, Daakiyaa Smile is pitched at brand-owners because it helps them maintain purchase-parity. This means the online customer benefits from the kind of person-to-person interaction otherwise associated with the offline shopping experience.
“As a first in the e-tailing industry, we are bringing women to the forefront as the Brand Envoys. Traditionally, women were never the front-runners in the logistics industry, but as we move away from ‘logistics’ to ‘customer delight’ we believe women can add a lot of value to what we do,” says Singh.

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e-commerce personalised delivery ashish sinha