Read the case study below and answer the following questions:

Delivering the Future: The Rise of Tech and Sustainability in Last Mile

Logistics

Simon Seeger, Nov $21,2023$

The future of last mile logistics is here, and it$$s all about the customer. From greenerdelivery routes to revolutionized experiences, key technology trends are reshaping the delivery process to include a more customer$-$centric experience.

In recent years, the last mile logistics landscape has undergone a profound

transformation. Companies are no longer solely fixated on numbers and productivity; instead, they have shifted their focus towards improving the delivery experience for consumers. This transformation is driven by the rise of eCommerce and the radical customer centricity of brands, shifting the focus of customer experience into parcel

logistics$.$ As a result, parcel delivery companies are reshaping their logistics

strategies to meet customer expectations. The last mile is where the rubber meets the road, both figuratively and literally. It$$s the final stretch of a produc $$s journey from depot to consumer, and it$$s often the most challenging and expensive part of the delivery process. The last mile landscape has evolved significantly over the past few years. Traditionally, this industry focused primarily on productivity and efficiency, with numbers and metrics driving decisions. However, with the surge in eCommerce and the emphasis on customer$-$centricity by brands, the landscape has shifted. Customer satisfaction and sustainability is now a top priority, and logistics service providers are investing in technology to achieve this. Tech$-$driven start$-$ups have also entered the last$-$mile logistics chat, bringing a fresh perspective on user behaviour and delivery experiences. This new way of thinking has driven companies to harness technology for flexibility and transparency, catering

to diverse customer preferences and overcoming unforeseen challenges that

delivery drivers encounter on their routes. Technology is the driving force behind the transformation of last mile logistics$.$ To meet the evolving demands of customers and the industry, logistics companies are increasingly adopting advanced technological solutions. These solutions provide real time data visibility, predictive analytics, the integration of machine learning and

AI$-$powered tools, enabling operational efficiency, flexibility and transparency on the final mile. Ultimately, the parcel delivery process becomes more seamless, benefiting both consumers and delivery personnel.

In Europe, many of these solutions have become the standard, while in the United States, they are just beginning to take root. Some new$-$age and regional last$-$mile carriers are experimenting with real$-$time parcel tracking, paving the way for more innovation and efficiency in the US$.$ As consumers become eco$-$conscious decision$-$makers, the spotlight on sustainability in this sector is bigger than ever, shaping the very choices that drive the future of delivery. Throughout the parcel journey, the most polluting segment of

the supply chain is the last mile. However, with the electrification of fleets, advanced routing to reduce mileage and other innovative technological solutions, significant steps are being made to combat this. For eCommerce companies, the goal is to seamlessly connect the virtual shopping cart to the customer$$s doorstep, making every delivery not just a transaction but an

exceptional experience. This holistic approach increases brand loyalty and

enhances the customer value journey. Therefore, they tend to discuss with their transportation partners their adoption of technology to advance the customer experience. Shipping companies can win customers by showcasing a modern toolset: from next$-$generation route optimization that aligns with the demands of a dynamic market to solutions that provide end$-$customers with precise, up$-$to$-$date information about the movement of their order. Together they can achieve a unified vision for delivering a seamless experience from basket to door. We are currently experiencing a significant transformation in last mile parcel logistics$,$ shifting from traditional efficiency$-$focused methods to a more customer$-$centric approach. This change is fueled by the growing demands of eCommerce and evolving consumer expectations, with an increased emphasis on sustainability and technological advancements. These innovations, including real$-$time tracking, artificial intelligence, and sustainable practices, are reshaping the delivery experience, making it more efficient, transparent, and aligned with customer needs.

As this new standard in the logistics industry unfolds, we$,$ as consumers, stand to greatly benefit from a more personalised, efficient, and environmentally conscious delivery experience.

a$.$ Analyse the current and future trend of the last mile logistics operations in

Malaysia.