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Before it became mainstream: how we launched contactless delivery

Last summer, we were the first among Russian services to launch the “door-to-door” service - a little more than six months ago it was not accepted to leave parcels at the door.

Hypothesis


When arranging courier delivery, Ozon customers can choose the option “leave an order at the door” - and the courier will leave the parcel at the door of the apartment or private house. Amazon and other foreign online stores have been doing this for a long time, but in Russia no one risked us.

Pros:

  • the client does not need to wait for the courier
  • the courier does not need to wait for a client if he is not there
  • higher quality service

Risks:

  • scam customers
  • and inability to check whether they took the order
  • scammers
  • scam neighbors
  • very alert neighbors

Moreover, customers quite often asked our couriers to simply leave the order at the door, but in this case the risks fell on the courier, because if the parcel does not wait for the recipient, there is no receipt or other confirmation of delivery. Therefore, the main task of the new product was to secure our employees as much as possible and to give customers the opportunity not to include a meeting with a courier in the daily plan and at the same time know exactly what their order was waiting at the door.

Implementation


What does the feature work algorithm look like:

  • if all conditions are met (the order is prepaid, its dimensions allow you to leave it in the entrance, it is no more than 30,000 rubles, it does not have fresh products) and the user selects the courier delivery, he sees the “leave at the door” item and can choose it;
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The courier application, CRM support services and customer service have naturally been integrated with each other for a long time, we just had to add a new flow to the application for couriers, as well as display photos in the client’s LC and in the support service interface. And for the photo to be attached, it must be taken in the application - it will not work to attach any of the smartphone’s gallery. As soon as the courier photographs the parcel, a push notification arrives to the client, and the photo is displayed in his personal account and in the CRM of the support service.

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We didn’t have to explain anything to our customers: we displayed a description of the service in the checkout, and that was enough. But for the couriers they made a special instruction, where they not only explained that such an order can and should be left at the client’s door, and not handed in hand, but also described all the requirements for the photo - the sticker with the order number should be visible, but not too large so that the door remains identifiable. Of course, at first there were couriers who tried to hand such orders in the hands of customers, but with time they got used to it.

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Moreover, since we did not actually deliver the parcel to a person, in case of theft, its cost to the client is compensated by Ozon.

Launch and development


At the first stage, after coordinating all the risks with the security service, we started with restrictions - only in Moscow, only orders cheaper than 2,000 rubles. The security service calculated the risks and tracked incidents - when in the first month of launching such a pair was accumulated, we realized that we could roll out. A month later, they turned on St. Petersburg with the same limit, and after another 2-3 weeks they increased the limit of 30,000 - and made the service available throughout Russia.

At the same time, we still had restrictions on the categories of goods: it was impossible to order goods with a passport check (including electronic cigarettes), digital goods (certificates), fresh products, and bulky goods at the door.

And, of course, not all experts, even long working in the industry, believed in the new service:

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During its existence, the service has gathered its organic audience - we see that the same users are ordering the door. But, of course, in the last month the number of such orders increased 3-4 times. We transfer affiliate services to work in our application so that they can also deliver orders contactlessly, expand the list of goods that can be ordered - for example, fresh products and medium-sized goods - small televisions and household appliances, and also plan to increase the maximum order amount.

Since now e-commerce platforms have become the only way to buy everything you need without leaving self-isolation, and our new customers sometimes forget to tick the box when placing an order, in the near future we will add the ability to choose contactless delivery at any time.

Naturally, safety is our first priority, therefore, all Ozon delivery agents know the requirements and recommendations for the prevention of viral diseases, for them not only regular pre-trip examinations are carried out, but also special briefings.

And, of course, thanks to the team: Sasha Martynov, Ksyusha Khusaeva, Dima Lozhkov and Seryozha Antonov.

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Be healthy! Buy online and receive orders contactlessly)

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