In this episode of Retail Reckoning, I'm making the case that delivery isn't a backend logistics process. It's the final and most emotionally charged touchpoint in your customer's journey. And if you're getting it wrong, you're undoing months of brand building in a single moment.Hi, I’m Clare Bailey, founder of Retail Champion.I was invited to speak as a panellist at the Delivery Conference on 3rd February, and it got me thinking. With a postgraduate diploma from the Chartered Institute of Purchasing & Supply, I've spent years in supply chain — and I still see retailers over-promising and under-delivering. In this episode, I share what needs to change.I'll explain why speed of delivery is irrelevant if it's unpredictable, why delivery is an emotional experience — not an operational one — and how the small touches like real-time tracking, empowered customer service teams, and sustainable packaging can turn logistics into loyalty.In this episode, I cover:Why customers can't separate your brand from their delivery experienceThe case for under-promising and over-communicatingSmall touches that make a lasting impressionHow poor delivery destroys trust and triggers negative social mediaA practical action plan for retailers to transform their delivery processWhy trust is the new currency of retail — and delivery is where it's earned or lostTimestamps00:00 — Delivery is the brand: the uncomfortable truth retailers ignore00:25 — Why setting expectations beats speed every time03:25 — Under-promise, over-communicate: my core philosophy06:59 — Small touches that create big impressions13:00 — Trust and action plan: practical steps for retailers15:50 — Why trust is the currency of retail — and delivery is where it's earned