Stop placing pins.
Start engineering habits.
Few build networks customers love.
The difference is location.
Week ago I hosted a fast, honest panel on location strategy at Parcel+Post Expo .
Four voices. One reality. Location is not a spreadsheet. It is a living system.
𝗚𝘂𝗲𝘀𝘁𝘀:
Alan Barrie , advisor at kernTerminal and founder of YEEP! Lockers
Bart Coppelmans, HERE Technologies
Miloš Zlatković, Mily Technologies
Jacek Powalka , Modern Expo OOH Solutions
What we learned in 10 tight points
1. Do not make customers hop between lockers for different parcels. Convenience beats color. Closed thinking creates open frustration.
2. Find the local hub. Grocer. Pharmacy. The place people visit anyway. That is where adoption lives.
3. Build a mix. Flagships for visibility, bread and butter locations for volume, a few low cost fillers for coverage. Balance wins.
4. Treat network design as collaboration. Legal, ops, marketing, real estate and product must co-edit the same plan. One team, one map, one feedback loop.
5. Design for the last meter. Couriers need to reach it. Customers need to find it, park, walk, and open. Map data plus live traces plus routing logic equals fewer failed trips.
6. Watch the competitive chessboard. Co-location can grow the pie if the checkout is honest and the first delivery is reliable. You are competing on the whole journey, not only the box.
7. Model people, not pins. Early London modeling said a citywide locker network needs roughly ten thousand sites. A second independent model came back within 147 of that number. Two routes, same destination. Patterns of life matter.
8. Think beyond the switch-on. The locker you place today must deliver value for the next 10 to 15 years. Power, screens, accessibility, media, add-on services. Cheap now can be expensive later.
9. Accessibility is strategy. Inclusive layouts and anchored cabinets are not a cost center. They are a checkout advantage and a brand signal.
10. Regulation is coming. Engage early. Cities care about congestion, curb use and delivery windows. If we self optimize, we avoid being optimized.
My favorite line from the stage
There is no perfect location. Only a dynamic network that learns faster than everyone else.
Action for operators and retailers
• Start with the customer’s weekly routine, then let data refine it
• Build a real feedback loop. Map edits, traces, stop clustering, utilization, dwell time.
• Audit the portfolio monthly. Add, resize, or move.
• Score every new site on visibility, access, power, permissions, and local habit fit.
• Make accessibility non-negotiable.
• Coordinate with competitors where it helps density and the city.
Lockers are not dots on a map.
They are habits, engineered.
Let customers decide.
We build what they love.
Next week we publish a "Parcel-Locker Location Strategy for Network Operators" white paper with HERE Technologies .
Comment WHITEPAPER if you want it first.