Spring 2007

News came in just as we were closing for press of DHL's launch into the UK home delivery market. The company has set up a division called DHL@Home, built round existing operations for big names such as Dixons, Halfords, O2, MFI and BHS.

The key to the operation is the use of 'lifestyle couriers' - local people using their own cars, who tend to establish ongoing relationships with shoppers, and can redeliver more flexibly than conventional parcels delivery drivers. This is the classic catalogue retail approach. DHL claims a successful delivery rate after three attempts of 99.95 per cent, which it says is well above industry norms.

Deliveries are offered between 7.30am and 9pm, and DHL says consignments can be tracked with great precision, since couriers are equipped with GPRS-linked handheld terminals.

Other features include redeliveries within a very tight time window, negotiated directly between the recipient and the courier; and the option for consignments to be redelivered somewhere other than the original address.

DHL claims that retailers already using the service have seen their first-time delivery rate typically increase by around 10 per cent. Despite its evident involvement in home delivery activities, DHL had not previously promoted itself heavily as a major player in this market. Its high-profile entry reflects an increasing recognition in the parcels world that it cannot be ignored.