Bringg rolls out new unified delivery and fulfillment platform

Chicago-based Bringg a provider of a delivery orchestration platform and related services, recently announced it has rolled out a new unified delivery and fulfillment platform geared towards helping shippers scale, manage, and optimize logistics models on a single platform.

The company said these models include things like click and collect, curbside pickup and same-day, and next-day delivery, adding that this new offering presents hat it called the industry’s first unified delivery and fulfillment platform, with a centralized platform that has the flexibility to rapidly launch and scale new fulfillment services and also continually optimize logistics, operations, and customer experience.

Bringg Founder and CTO Lior Sion told LM that the need for this new offering was driven by how consumer expectations for delivery, curbside pickup and click 'n' collect have been thrust into hyper-growth due to COVID, making omnichannel fulfillment a business imperative not just for success but for survival in today's market.

“[Recent] earnings calls showed that retail is struggling,” he said. “Brands that have been able to capitalize are those that included click and collect, BOPIS and curbside pickup into their fulfillment strategy. This is helping many businesses stay alive during the economic upheaval, and winning them new customers that will stick around even after the pandemic. Also, traditionally click and collect, a customer-facing model, was managed by a different team with a different agenda than delivery, which is driver-facing. Marketing and operations for these channels were siloed with little visibility into the other model. Realizing they both shared many of the same challenges, we understood that efficiency could be achieved by merging the offering and that we were in a unique position with our unified platform.”

As for what this offering provides that may not have been previously available, Sion said that Bringg has always focused on providing the latest technology for logistics and operations to ensure a smooth last mile.

“However, today we can provide a broader set of solutions that cover first, middle and last mile (all different logistics models) and open for integrations into one of the largest partner hubs for delivery providers, and we do this out of the box,” he noted. “Companies don't have the time to wait to get these services up and running, and now they don't have to. Our open and modular technology provides optimized customer experience and efficiency within one interface via kitchen integrations, POS integrations, machine learning and a whole suite of capabilities previously never available in a streamlined manner.”

And, in regards to the main benefits for shippers, Sion pointed to how, for the first time, they can make decisions on unified information.

“If the kitchen is loaded, it’s loaded for everyone. If parking spots are full they are packed for everyone. This caused inefficiencies and bad experience for the operations (kitchen, store associates), customers and drivers,” he said. “Shippers and businesses now have a singular platform for all their different delivery and fulfillment options. With a unified solution, they have the visibility and intelligence to make data-based decisions with unified data (from all their logistics models) to action the most cost-effective, convenient and speedy customer fulfillment solution - for example, if a restaurant kitchen is backed up, then prep teams are backed up, the deliveries are slowed down and the curbside parking might get full. This is a complex problem when you are dealing with different siloed solutions. With Bringg, you have visibility and can take immediate action, like change delivery time quotes, notify customers of the wait, ask curbside customers to pull to a different spot, etc. Additionally, as our solution is out of the box, businesses can be up and running immediately with multiple delivery fleets, a combination of self and 3rd party services and diverse logistics models that ensure flexibility to meet their consumer demand.”