How SA’s delivery drivers handled Black Friday


As South Africa’s e-commerce sector continues its robust growth, the post-Black Friday period offered a critical litmus test for logistics companies. DPD, a leader in the express courier industry, faced this challenge head-on, navigating a 22% increase in parcel volumes compared to the previous year. This surge in demand, a direct result of the consumer trend (57% of South Africans) to delay purchases for Black Friday sales, as indicated by GfK, placed an unprecedented strain on delivery services, underscoring the importance of last-mile trust in e-commerce.

Devon Light, Chief Commercial Officer of DPD, delves into the company’s strategic approach: “In the e-commerce ecosystem, the final step of delivering a parcel – the last mile – is where customer trust is won or lost. After Black Friday, our focus remains on trust through efficient, reliable delivery services. On the Monday alone after Black Friday we delivered 40% more parcels than our current daily average.”

Operational Strategies for Peak Season

The company’s operational readiness for the post-Black Friday rush involved keeping all branches active throughout the weekend, ensuring deliveries on Saturdays and Sundays to ease Monday’s load. Light elaborates, “By proactively managing our last-in, first-out freight and increasing our temporary staff, we typically ensure a 98% on-time delivery rate, even under heightened pressure.”

Adapting to E-Commerce Demands

DPD’s response to the surge involved a weekend-long operational sprint. By keeping all branches active and increasing temporary staff, the delivery specialists sought to mitigate the Monday delivery rush. Light explains, “The aim was to avoid delivery bottlenecks, a common issue in e-commerce logistics, especially during peak shopping periods like Black Friday.”

In a world where e-commerce evolves rapidly, Light emphasizes the importance of meeting customer expectations: “The receiver holds the reins in today’s e-commerce landscape. It’s their demand for certainty in delivery times that shapes our industry. Offering customers the flexibility to reschedule deliveries or redirect them to an alternative address is part of our commitment to accommodating their needs,” he adds.

Navigating Challenges in Diverse Geographies

The evolving strategy also addresses the unique challenges of delivering in high-risk areas and townships. “Cost efficiency and service consistency across regions are important. We’re working towards integrating these areas more effectively into our delivery network,” Light states, highlighting a commitment to equitable service delivery.

E-Commerce Growth and Last-Mile Trust

The importance of reliable last-mile delivery services cannot be overstated in South Africa’s growing e-commerce market. DPD Laser’s handling of the Black Friday surge represents not just a logistical achievement but a reinforcement of trust between thousands of merchants and their customers. “Our role is crucial. We represent these merchants in the last tangible touchpoint with their customers. The delivery experience can define customer perceptions and influence future purchasing decisions,” Light concludes.

As South Africa’s e-commerce landscape matures, the focus on last-mile delivery – the final and perhaps most crucial leg of the online shopping journey – becomes increasingly significant. Companies like DPD, which effectively managed this year’s Black Friday surge, set the benchmark for trust and reliability, essential components in the burgeoning e-commerce sector.

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