Modern technology and willingness to pay creates debate in the fulfilment and delivery industry

Posted: 1. July 2016-Likes: 0-Comments: 0-Categories: Ikke kategoriseret

Modern technology and willingness to pay creates debate in the fulfilment and delivery industry

Robot technology is increasingly used in the fulfilment and delivery industry. This affects both logistics employees and online consumers in a positive and negative way, but how exactly? And how does the logistics industry handle consumers’ stricter demands for quality and price of delivery – does consumers have the willingness to pay for the services they demand? Get the answers here.

The latest technology in logistics and transport was presented at Nordic Delivery Conference 2016, powered by Consignor, which included both drones, driverless cars and robots designed to streamline the delivery process. Robot technology was also a hot topic in the conference’s panel debate, where Anthropologist Anna Kirah expressed her concerns about the increasing use of robot technology, because it may damage the buying experience, if we forget the human touch:

“It worries me that technology that is designed to make our lives easier, instead enables us to do several things at the same time. This stresses our brains. In line with the increasing use of technology, we are as humans more stressed, depressed and lonely than ever. I am not against technology, but we must make sure to incorporate the human touch in our technology, service and products. ”

Markus Kückelhaus from DHL was calmer, as he believes that we easily can combine technology and humans without affecting either buying experience or service negatively:

“The greatest potential for technology and automation is at the warehouse, in relation to relieve warehouse staff in their hard physical work with heavy lifting and repetitive motions, and with the increasing number of e-commerce orders that are sent today. I believe that we must proactively talk with people about how they can use technology to do their work differently, and how it affects them psychologically, physically and socially. ”

Read more about robots vs humans here.


Sandrine Lagrost from UPS agreed with Markus Kückelhaus and added that it is precisely the combination of technology and humans, which makes delivery services flexible and efficient, and this is necessary in relation to consumers’ demands and expectations for delivery today.

Watch a video clip from the #NDC16 panel debate here:

The conflict between demands and willingness to pay
It is a fact that consumers have higher demands for delivery. They want more delivery options, precise time of delivery, track & trace and ultra-fast delivery. This is a huge challenge that logistics providers have to take into account when they price set new services, says Markus Kückelhaus, because who will pay the shipping costs? The retailer, the carrier or does the consumer have the willingness to pay?

Anna Kirah believes that consumers are willing to pay the costs if the service meets their needs:
“We want to pay, because we have a need, and if you supply us that need with a smile on your face, we are more than willing to pay. If companies are talking to consumers’ needs instead of focusing on making money, it makes a big difference to the consumer’s experience. ”

Read more about Anna Kirah’s people-centric approach to business here.


Innovation Strategist Bill O’Connor supports Anna Kirah. He believes that warm and caring technology, which helps the consumer along the way on his path of needs, is essential to the customer and his experience of human contact in delivery services.

On the carrier side, Markus Kückelhaus and Sandrine Lagrost agree that there is much value in human contact, especially within the last-mile delivery, where Sandrine Lagrost believes that humans still will be a big part of last-mile services in the future. Markus Kückelhaus hopes that future delivery services also contain more sustainability:

“We are willing to pay for ecology and sustainability when shopping groceries. Why not transfer this to logistics and delivery? We are constantly talking about next-day and faster delivery, but maybe we should talk more about de-stressing the supply chain. How about offering a service where we deliver the goods within a week but in a more sustainable way? ”

Whether the future holds robots, technology or sustainability, the panelists agree that remembering the human in this technological revolution on both the sender and receiver side in relation to daily work tasks, communication, usability and service is essential.


  • Nordic Delivery Conference 2016 took place June 9th in Copenhagen and wad hosted by Delivery Management software company Consignor.
  • Speakers from around the world gave presentations on delivery, logistics, transport, China, innovation and business strategy at #NDC16.
  • Anna Kirah is an internationally recognized Design Anthropologist and has worked for both Boeing and Microsoft.
  • Sandrine Lagrost is Industry Segment Marketing Manager at UPS.
  • Bill O’Connor is Innovation Strategist at Autodesk in Silicon Valley, and presented the latest innovation techniques at #NDC16.
  • Markus Kückelhaus is Vice President Innovation & Trend Researchat DHL, and presented the latest trends from DHL’s innovation center in Bonn at #NDC16.
  • Nordic Delivery Conference 2017 will take place 4th May in Copenhagen. Read more and sign up for free here.

Text by: Consignor,