Blab Business
Retailers Shift Focus From Speed to Reliability in Delivery, Macys and Ulta Lead the Charge
When Macy’s and Ulta converged on the stage of Nashville’s Home Delivery World 2026, the message was unmistakable: reliability outranks speed in keeping shoppers loyal.
Macy’s director of supply‑chain sourcing, Vinny Pagliuca, made the point in plain language. "If we tell you we’re going to get something to you in three days, and every time we deliver in three days, you’re going to keep coming back, right?" he said. "Unreliable deliveries are the main risk to customer retention," he added.
Ulta’s vice‑president of distribution, Mike Bogovich, echoed the sentiment. While Ulta shoppers value speed, they care even more about a predictable, high‑quality delivery experience. "Our customers are more satisfied when the shipping experience is predictable," Bogovich noted. To meet that demand, Ulta has broadened its fast‑delivery options through partnerships with DoorDash and Uber Eats, offering same‑day and scheduled deliveries.
The shift is not a new trend. A 2024 McKinsey survey cited at the conference found that consumers now rank deliveries arriving within the promised window higher than speed. In 2022, speed topped the list; by 2024 it had slipped to fifth place. The study suggests shoppers are willing to trade speed for reliable, well‑communicated delivery.
Game‑and‑puzzle maker Buffalo Games shared a similar view for non‑urgent items. Senior vice‑president Matt Krueger said that for items over $150, conversion rates do not drop significantly if shipping takes more than two days. "Shoppers are not demanding next‑day delivery for a pool table unless it is a last‑minute Christmas gift," he explained. Krueger also noted that longer delivery times can signal cross‑country shipping, which raises transportation costs.
Ryder System’s senior vice‑president of e‑commerce and last‑mile, Jeff Wolpov, highlighted the broader industry trend. "There’s actually been a paradigm shift, where as long as customers know when they’re going to get it, as long as they have good communication throughout the entire process, and they can trust the process, they’re willing to trade speed for that kind of reliability," he said. Wolpov added that the shift drives business in both small parcel and larger, bulky shipments.
Macy’s is investing heavily in automation to support this reliability focus while also improving speed. The company opened a new automated fulfillment center in China Cove, North Carolina, in October 2025. The facility is expected to handle nearly 30 % of Macy’s total digital supply‑chain capacity, shipping orders across apparel, beauty, home, and toys from a single location. According to reports, the center is part of a broader "Bold New Chapter" transformation that includes a defined store fleet, an automated network spine, and emerging AI tools. Macy’s director of supply‑chain sourcing said the company must continue to invest in automation to deliver speed to market.
The industry’s move toward reliability is also reflected in the use of third‑party logistics partners. While retailers such as Walmart, Amazon, and Target have built‑in shipping capabilities, many others, including Ulta, are expanding their fast‑delivery toolkit through DoorDash, Uber Eats, and similar providers. These partnerships allow retailers to offer same‑day or next‑day options without the capital expense of building new infrastructure.
In short, leading retailers agree that reliable, predictable delivery now tops the list of customer priorities. Macy’s is scaling automation to meet that goal, while Ulta is leveraging third‑party partners to enhance both reliability and speed. The shift, backed by consumer‑behavior research, is reshaping last‑mile strategies across the sector. Upcoming developments include the continued rollout of Macy’s automated fulfillment network, potential further expansion of delivery partnerships, and ongoing adjustments to balance cost, speed, and reliability.
Macy’s director of supply‑chain sourcing, Vinny Pagliuca, made the point in plain language. "If we tell you we’re going to get something to you in three days, and every time we deliver in three days, you’re going to keep coming back, right?" he said. "Unreliable deliveries are the main risk to customer retention," he added.
Ulta’s vice‑president of distribution, Mike Bogovich, echoed the sentiment. While Ulta shoppers value speed, they care even more about a predictable, high‑quality delivery experience. "Our customers are more satisfied when the shipping experience is predictable," Bogovich noted. To meet that demand, Ulta has broadened its fast‑delivery options through partnerships with DoorDash and Uber Eats, offering same‑day and scheduled deliveries.
The shift is not a new trend. A 2024 McKinsey survey cited at the conference found that consumers now rank deliveries arriving within the promised window higher than speed. In 2022, speed topped the list; by 2024 it had slipped to fifth place. The study suggests shoppers are willing to trade speed for reliable, well‑communicated delivery.
Game‑and‑puzzle maker Buffalo Games shared a similar view for non‑urgent items. Senior vice‑president Matt Krueger said that for items over $150, conversion rates do not drop significantly if shipping takes more than two days. "Shoppers are not demanding next‑day delivery for a pool table unless it is a last‑minute Christmas gift," he explained. Krueger also noted that longer delivery times can signal cross‑country shipping, which raises transportation costs.
Ryder System’s senior vice‑president of e‑commerce and last‑mile, Jeff Wolpov, highlighted the broader industry trend. "There’s actually been a paradigm shift, where as long as customers know when they’re going to get it, as long as they have good communication throughout the entire process, and they can trust the process, they’re willing to trade speed for that kind of reliability," he said. Wolpov added that the shift drives business in both small parcel and larger, bulky shipments.
Macy’s is investing heavily in automation to support this reliability focus while also improving speed. The company opened a new automated fulfillment center in China Cove, North Carolina, in October 2025. The facility is expected to handle nearly 30 % of Macy’s total digital supply‑chain capacity, shipping orders across apparel, beauty, home, and toys from a single location. According to reports, the center is part of a broader "Bold New Chapter" transformation that includes a defined store fleet, an automated network spine, and emerging AI tools. Macy’s director of supply‑chain sourcing said the company must continue to invest in automation to deliver speed to market.
The industry’s move toward reliability is also reflected in the use of third‑party logistics partners. While retailers such as Walmart, Amazon, and Target have built‑in shipping capabilities, many others, including Ulta, are expanding their fast‑delivery toolkit through DoorDash, Uber Eats, and similar providers. These partnerships allow retailers to offer same‑day or next‑day options without the capital expense of building new infrastructure.
In short, leading retailers agree that reliable, predictable delivery now tops the list of customer priorities. Macy’s is scaling automation to meet that goal, while Ulta is leveraging third‑party partners to enhance both reliability and speed. The shift, backed by consumer‑behavior research, is reshaping last‑mile strategies across the sector. Upcoming developments include the continued rollout of Macy’s automated fulfillment network, potential further expansion of delivery partnerships, and ongoing adjustments to balance cost, speed, and reliability.
