The "next day, free delivery" myth unravelled Possibilities for sustainable last mile transport in an omnichannel environment

Purpose Currently, it is unclear how omnichannel retailers can create a last mile offer that is both attractive and sustainable from an economic and environmental point of view. The purpose of this paper is to explore to which extent consumers are willing to adopt last mile options that are more sustainable and how these options should be composed to remain attractive. Design/methodology/approach To this end, the authors surveyed a representative sample of Belgian consumers, using choice-based conjoint experiments, and analysed their preferences structures. Findings Consumers' preference goes out to free, next day delivery to an address of choice, on regular office hours during the week. However, when free delivery and return are offered, consumers are willing to collect their orders themselves or wait longer for their orders to arrive. Originality/value The research findings contribute to current literature and practice by combining "planet" and "profit" components of sustainability in last mile transport and applying it in the novel omnichannel environment.