For years, faster delivery has been positioned as the ultimate competitive advantage. Same day, next day, guaranteed by a certain hour. Speed became shorthand for service quality.

New research suggests that assumption no longer holds. UK consumers now care far more about whether deliveries arrive when promised than how quickly they arrive. Just 4% expect same day delivery, while most consider a two to four day window reasonable. Expectations around speed have stabilised, but accuracy has not.

Where Real Friction Sits

 

While delivery times have become more realistic, frustration with execution remains high. Almost all respondents reported irritation when parcels are marked as delivered but have not arrived. This single breakdown in communication outweighs concerns around damaged goods or unsafe drop off locations.

 

Inaccurate delivery status updates undermine confidence even when the parcel eventually arrives.

 

Inaccurate delivery updates have become a key driver of declining confidence. This is reflected in the data, with only a small proportion of consumers believing that fast or guaranteed delivery promises are consistently upheld.

 

This gap between promise and performance places pressure on fleet operators and retailers alike. The challenge is no longer how fast a parcel moves, but how accurately the journey is communicated.

 

Why Speed Is No Longer the Differentiator

 

The findings point to a shift in how consumers judge delivery quality. Rather than rewarding ambitious timelines, shoppers appear more willing to accept slightly longer windows if those windows are reliable and clearly communicated.

 

This places retailers in a difficult position. Marketing teams continue to push speed as a selling point, while operational teams carry the consequences when those claims cannot be upheld. The result is a cycle of overpromising that undermines customer confidence and increases pressure on last mile operations.

 

Locus’ research suggests that alignment matters more than acceleration. Delivery commitments that reflect operational reality are more likely to build long term trust than aggressive promises that fail under real world conditions.

 

 

The Limits of Technology in Last-Mile Delivery

 

The survey also highlights differences in how generations respond to technology in the delivery experience. While many millennials say AI driven tools improve confidence, trust remains lower among younger and older consumers.

 

This reinforces a key point. Technology alone does not solve delivery frustration. Visibility, clarity, and honest communication still sit at the centre of customer experience. Automation only adds value when it supports those fundamentals rather than masking gaps elsewhere in the process.

 

Returns reveal the hidden side of logistics. If sending items back is harder than getting them in the first place, trust will always take a hit.

 

What This Means for Fleet Operators and Retailers

 

The pressure facing fleet operators is not simply about keeping up with demand. It is about navigating expectations shaped by years of unrealistic delivery messaging. As consumers become more discerning, the cost of misalignment increases.

 

Retailers and logistics providers who succeed will be those who can stand behind their operations. Accuracy and clear communication create confidence that customers notice and trust. When promises are credible and systems can back them up, shoppers gain reassurance in the process itself. In an era where trends change fast, brand loyalty comes from being reliable and making it easy for customers to get a good product.

 

 

Why This Matters for Retail Supply Chain and Logistics Expo

 

Retail Supply Chain and Logistics Expo brings together the solutions addressing this tension. Companies that believe in the value of clear, reliable updates can enquire about exhibiting alongside innovators shaping the future of last-mile delivery. Speed may still matter, but credibility now defines success.

 

Research captures a broader change in consumer mindset. Speed may still matter, but credibility matters more. For the industry, that shift changes how success is measured.