Reality of UK peak delivery: retailers have engineered choice and speed, but not consistency

‘Tis the season to wait for online deliveries at home…Graham Broomfield, COO at Neve Jewels Group, has taken to social media to discuss the delivery season, in particular the good, the bad and the ugly.

In a LinkedIn post, he said: “This time of year, most of us are waiting for something to arrive, a Christmas gift, a Black Friday steal, or a “well, it’s December…” treat. With five children aged 5 to 23, my basket ranges from luxury to Lego. And delivery… well.”

He noted that we now have every fulfilment option imaginable: same day (for a price); next day; pick a date; Saturday drops; Click & Collect; and lockers. Yet consistency remains an issue.

Broomfield commented: “The email arrives. The text lands. You feel in control. Then the message: “Your parcel is with Evri.” You say a small prayer. You play delivery roulette. A timeslot appears. It passes. Minutes later: “We attempted delivery but you weren’t home.” Attempted? I’ve literally been here all day. Frustration.”

“Another driver arrives, parcel in hand - asks for a PIN. PIN fails. He walks away with the parcel: “Contact the retailer.” Frustration. Royal Mail turns up, no drama. Delivered. Miracles exist. Another parcel: delivered… outside…in the rain…in a cardboard box. Another: “Card left, no answer.” Funny, I was sitting next to the door.”

“Next one: “Collect from a local collection point.” Peak chaos continues. This is the reality of UK peak delivery Evri, DPD, DHL, Royal Mail, Amazon, all battling volume, pressure and customer expectation. We’ve engineered choice and speed, but not consistency. The sector is massively underestimated: route planning; driver pressure; cost vs service models; system logic failing at point of truth; customers expecting Amazon level reliability.”

He added: “The irony? We invest millions in brand, experience, marketing, stores, tech, CRM…and then a box gets left in the rain. Delivery is the final moment of truth. The courier is often the last touchpoint in the experience we obsess over.”

“Peak season reminds us: execution is experience, customers aren’t buying products, they’re buying peace of mind. So here’s to the ones who get it right, and to the opportunity for the whole sector to do better.”

RTIH AI in Retail Awards

Broomfield is part of the judging panel for the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.