Many large retail brands now offer ultrafast delivery as they seek to serve a growing consumer demand for delivery options that can suit any need. As retailers increasingly add same-day capabilities to the mix, the global business-to-consumer same-day delivery market is growing at a compound annual growth rate of 23%. This trend bodes especially well for products requiring speed, such as perishables, highly customized goods and more.

According to a recent survey, investing in ultrafast delivery capabilities pays off for retailers looking to round out their pool of delivery options. The research from Roadie and Supply Chain Dive’s studioID found that companies that invested in same-day delivery reported higher customer satisfaction (80%), increased sales (70%) and improved retention rates (66%). However, same-day delivery comes with a high upfront cost, which can leave many dealers, franchisees and other small and mid-sized businesses at a disadvantage. 

But some brands are finding a way to level the playing field. Benjamin Moore, for example, is empowering its independent retailer network to offer the same ultrafast delivery that’s been effective for mega-retailers. 

The paint, color and coatings leader enables its retail partners to access easy-to-use and cost-efficient same-day delivery service to customers up to 20 miles away by partnering with logistics management platform Roadie. For instance, using Roadie, Benjamin Moore independent retailers can quickly get another gallon of paint to a contractor’s job site or save the DIY consumer precious travel time during a weekend project, ultimately winning brand loyalty. Gartner found customers are 21% more likely to repurchase if they’re satisfied with the last-mile logistics of their delivery.

“Beyond providing best-in-class premium paints for any project, Benjamin Moore is committed to supporting independent retailers and painting contractors in offering their respective customers the highest-quality service throughout the painting process,” says Mindy Murphy, vice president, customer segmentation marketing at Benjamin Moore. “Since our partnership with Roadie began in 2020, we’ve been able to expand the same-day delivery offering and make it more accessible to our retailer network, enabling them to meet higher consumer demand.” 

Catering to consumer expectations

The rapid growth of home delivery for prepared food and groceries has driven increased consumer interest in ultrafast delivery of other purchases. Offering choices and the ability to fulfill a customer’s needs within hours when needed goes a long way toward building strong, lifetime relationships. 

“Benjamin Moore recognized that their customers – consumers, contractors and DIYers – want what they want, when they want it. In their case, when they need it too,” says Dennis Moon, COO at Roadie. “Other brands should recognize there are similar needs within their customer base. By having the option of same-day delivery, you’re able to reduce cart abandonment, increase conversion and sales and build a reputation that you can deliver — no matter the circumstances. That’s a customer experience that keeps folks coming back time and time again.”

Positive experiences like that not only reflect well on the local independent retailer but also enhance the brand's reputation. Brands can help their retail partners meet these high customer expectations for speed and convenience by dedicating promotional budgets or other funding toward sharing delivery costs.

Making same-day work

Successfully launching a same-day delivery partnership for a dealer network starts with identifying solutions that can handle your specific products. They should also integrate easily with your retailers’ operations, regardless of where they’re located or how far they typically need to deliver. If items are big and bulky, the same-day provider should be able to accommodate that need without complex ratings or exorbitant surcharges. 

Effectively marketing the offering is also vital. “Building awareness among retailers is just as important as building awareness with end customers. It’s critical to plan a rollout of the same-day option that makes it easy to understand the benefits for the business and the benefits for the consumer,” Moon advises. 

Tracking same-day delivery metrics — such as cost per order, shipping costs and total order cycle time — helps retail partners understand the program’s value and can guide future refinements. Return on investment is another key metric. Among respondents to Roadie’s survey who tracked same-day delivery ROI, 68% found that it consistently trends upward.

The country’s largest retailers are aggressively moving toward same-day delivery to attract and retain customers. For example, in the fourth quarter of 2023, Amazon boosted the number of items delivered in the U.S. on the same day or overnight by more than 65% year over year. Ultrafast delivery has become a consumer expectation, and savvy brands like Benjamin Moore are enabling their smaller retail partners to compete by leveraging easy and cost-effective solutions such as on-demand delivery platforms.

To find out what same-day delivery could mean for your brand, read the full survey report.