Summer 2008

An imaginative new last-mile delivery solution called Parcel Country is being developed by two former John Lewis executives, Robert McCarthy (former managing director of John Lewis Direct) and John Walker (former head of strategy).

Their basic proposition is to promote the development of 'community' recipients, who will take in parcels destined for people within their immediate locale, and will hold them for collection at a time that suits the customer. They might be small businesses such as convenience stores, but equally could be private individuals. One thousand are to be appointed by launch time this autumn, and up to 30,000 within five years.

These 'professional recipients' will be able to sign up online to offer the service, and will be accepted subject to checks on their address and credentials. Parcel Country will insure consignments to avert fears of fraud, and the company's web site will include a consumer rating system to give other would-be users a sense of each recipient's reliability and performance.

Recipients can choose their own hours and days of operation, which will be listed on the web site to help consumers chose the best option for them. Recipients are required to check a box on the site when goods arrive, triggering an automatic email alert to the end user.

 

John Walker told F&E two priorities in the development phase were to keep costs down and limit the distance shoppers have to travel. 'It was clear to us that people won't travel far to pick up goods, and don't want to pay.' The price will therefore be kept at under £2, and he says 'most' of the revenue will go to the recipient.

In the first phase there will be no integration with retailers, simplifying and speeding up the roll-out, though this could be added later. Initially users will pay online by credit card on the Parcel Country site. 'We realise it's an extra transaction, but we will keep it extremely simple and basic,' Walker says.

There will also be provision for recipients to do their own local deliveries, again for a low price (under £3).

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