Digital MarketingService
Marketing for last-mile and delivery operators
For delivery operators selling to e-commerce operations and fulfilment teams.
Kaelo Global is a Dubai company licensed in Meydan Free Zone, with over 100 clients served so far.
At a glance
What it is
A coverage map rarely wins an account. Fewer failed deliveries often does.
A principal, Kaelo Global digital marketing
Last-mile marketing is often treated as part of logistics marketing, but the buyer is usually different. It is an e-commerce operations or fulfilment lead at a merchant, and they are managing the failed-delivery rate, cash on delivery reconciliation and the cost of returns. A pitch has to speak to those problems, because a coverage map on its own rarely wins the account.
In the Gulf, cash on delivery and the cost of parcels returned to origin often decide whether a merchant stays with a carrier. We help delivery operators explain how they handle both, show the performance they can evidence, and reach the operations teams who choose carriers.
What's included
Five areas of scopeSpeaking to the operational problems
First-attempt delivery rate, the cost of failed deliveries, how quickly cash on delivery is reconciled and the share of parcels returned to origin. These are the figures an operations lead reports to their own management, so they are the figures your marketing should address.
Honest coverage
Where you deliver on the same day, where you deliver the next day and where you use subcontractors. Overstating coverage is one of the quickest ways to lose an account after winning it, so we describe yours accurately.
Integration as a reason to choose you
How easily a merchant can connect your service to their store, warehouse system or marketplace is often the deciding factor, and it is rarely explained well. We make the integration story clear and easy to check.
Cash on delivery and returns in the region
Cash on delivery and returns matter a great deal in the Gulf and India, and they are easy to overlook for agencies writing from London or New York. We write with those costs in mind.
Content for peak seasons
Ramadan, White Friday and the end of the year put pressure on every delivery network. Content that explains how you plan for peaks helps merchants trust you with their busiest weeks.
How the work runs
Defining the buyer
We agree which merchant segment and which role inside it you are selling to, for example operations managers at mid-size online retailers.
Gathering the evidence
We collect the operating figures you can support and turn them into clear, careful statements that a merchant can verify.
Pages for each type of merchant
Fashion, electronics, grocery and pharmacy deliveries each have different needs, so we build pages that speak to the merchants you want most.
Building and measuring
Search and content aimed at fulfilment and operations leads, reported on the number of qualified merchant conversations instead of clicks.
When to come to us
- 01You deliver at scale and can support your operating figures with evidence.
- 02You sell to merchants more than to individual shippers.
- 03Cash on delivery and returns make a real difference to your economics.
- 04You would like to win merchants in particular categories, such as fashion or electronics.
What we do not do
- Claiming coverage that you subcontract without saying so.
- Publishing performance figures we have not seen supported by evidence.
- Consumer advertising aimed at the people receiving parcels, since they rarely choose the carrier.
The merchant chooses the carrier.
The customer receives the parcel, but the merchant decides who delivers it. That is why our last-mile work is aimed at the operations and fulfilment teams inside online retailers, marketplaces and direct-to-consumer brands.
Related reading
Our specialist practice for freight forwarders, customs brokers, carriers, 3PLs and removals companies in the UAE.
For moving companies that would like more corporate accounts and assignee moves.
Why forwarders sometimes lose tenders they could have won.
Common questions
