In a small JD delivery station in west Beijing, digital strategy consultant Jeffrey Towson observed the bustling activity of delivery drivers and staff. Surprisingly, grocery delivery didn’t seem to pose a significant challenge. Specialized boxes kept food items fresh during rapid delivery, highlighting JD’s efficiency. Appearance matters too—JD’s well-dressed delivery team and sleek karts make a powerful marketing statement on the streets. The point of delivery remains a critical efficiency puzzle in the last mile and digital strategy.
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