Why location, density & data transparency will accelerate consumer adoption
Out-of-Home (OOH) delivery networks, lockers and PUDO locations, are evolving rapidly as consumers demand more convenient, reliable, and sustainable options. The early approach to OOH was often simple: build as many locations as possible and assume availability would drive usage.
And to a degree, density does matter. A well-distributed network shortens travel time, improves first-time success, and increases consumer choice. The more OOH points available, the higher the likelihood that one fits neatly into someone’s daily routine.
But density alone doesn’t guarantee adoption. Not all locations are equal, and customers recognise that.
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In the 1980s, Racal (later Vodafone) built the UK’s leading mobile phone network by prioritising strategic placement over brute-force rollout. Rather than copy legacy infrastructure or chase pure coverage maps, Racal identified high-value cell sites where customers lived, worked, and travelled. By focusing on quality locations, they built a network that outperformed competitors.
OOH networks can learn from this: Density is powerful, but smart density is transformative. Simply showing a map of nearby lockers or PUDOs is no longer enough. Customers want to know which location will give them the best experience.
If consumers are shown information such as location usage levels, average delivery times, reliability, opening hours and accessibility indicators, they can make a more informed and confident decision. That confidence translates directly into higher checkout conversion and stronger repeat usage.
This parallels the evolution of mobile coverage maps: early coverage claims were vague; later, networks won customers by showing real performance score: signal quality, speed, reliability.
By following a similar path we can transform OOH from a logistical option into a customer-centric product experience.
Once these data layers are available and influencing consumer choice, OOH networks can, in turn:
- Understand variable demand by location
- Forecast capacity requirements
- Improve route predictability
- Target new site development
- Identify underperforming nodes
- Enhance utilisation
The result is a smarter, self-optimising network where density is providing reach and data is driving efficiency.
Combining networks to unlock a greater potential.
Combining Out-of-Home networks in the eCommerce delivery space offers powerful advantages by bringing together more delivery locations under a single framework. This expanded footprint gives retailers and carriers greater reach, helping them meet customers where they already travel or shop. In turn customers can see which nearby location is performing best overall, across all carriers.
Consolidated collection and processing further streamline first and middle mile operations. By coordinating across multiple OOH providers, shipments can be aggregated into central flows rather than handled in fragmented, network-specific runs. For delivery partners, fewer truck/van stops and optimised loading translate into faster parcel turnaround, while retailers benefit from more predictable service and improved delivery performance.
A single integration layer simplifies how retailers, carriers, and technology platforms interact with these combined networks. Instead of connecting to multiple individual systems, each with its own formats, APIs, and operational rules, a unified integration enables centralised onboarding, data sharing, and performance reporting. The result is an OOH eCommerce delivery ecosystem that is easier to scale and better equipped to deliver convenience and choice for consumers.
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MHI: Leading with a data-rich, combined carrier OOH network
Mail Handling International (MHI) is leading the way by building a platform, MHI360, that maximises density whilst offering up checkout-ready data transparency.
These data layers are baked into MHI’s OOH solution, enabling merchants and platforms to surface information such as usage history, average delivery times, location reliability, convenience and accessibility information, all directly within the customer journey.
This empowers consumers to make informed decisions and increases OOH conversion rates, accelerating overall adoption at scale.
The industry now understands that simply adding more lockers or PUDOs is not enough. Growth must be accompanied by intelligence and transparency. Consumers don’t just want options, they want confidence. Sharing data at checkout creates that confidence.
The solutions that embrace this shift will lead the next chapter of last-mile innovation.
At MHI, we are building the network for tomorrow and beyond.
