8 February, 2021
DPD in Russia, one of the largest logistics operators, continues to develop a network of DPD Pickup points, consisting of more than 4,000 points. As part of the new approaches, DPD cooperates with the Russian analytical company Marketing Logic.
The combined team calculates various scenarios for the possible development of the DPD network and determines the best ones. Using artificial intelligence technologies, geoservices, and retrodata, we analyzed information about the network's operation over several years, information about competitors, changes in the attractiveness of existing locations, and customer experience over the past period.
The project provides the creation of an optimal configuration of a network of points that meets the business targets. It should take into account the geo-capture of priority zones, the level of service for customers, as well as the number of pick-up points and locations for opening or moving points, taking into account the preservation of the current customer base.
«We continue to develop the DPD Pickup network, which is one of the company's strategic priorities. For quantitative and qualitative growth, we are ready to use new tools, including geoanalysis, predictive analytics, neural networks and machine learning. Now technologies allow us to improve business processes without destroying what has been achieved over the years»,says Alexey Merzlyakov, Marketing Director of DPD in Russia.
«For the DPD project, we use our Atlas GIS platform, which allows us to "decompose" each of the points into functional modules and "reassemble" the optimal network of them, comparing them with the current one. That is, together with DPD experts, we analyze the network not at the level of points, but at the level of their components, for example, functionality, number of customers, traffic and client requests in a specific location, evaluating the ROI and profitability of each step. Financial modeling allows you to immediately cut off a lot of nonoptimal solutions that look deceptively beautiful at a smaller scale. In this case, this approach is what allows us to unlock the potential of the existing network»- says Dmitry Galkin, Managing Partner of Marketing Logic.