We’ve grown accustomed to near real-time delivery. Order an item today, expect it on the doorstep tomorrow. Since 2020, demand for online orders has surged. Shippers have rushed to keep up. As one law firm notes, “Services like two-day shipping can be a Pandora’s Box. Once opened, it’s hard to close.” 

Today, expedited shipping is the norm and the expectation. Deliveries are getting faster. In April, the time between order placement and final delivery fell to an average of four days, down from 5.6 days one year earlier. Retailers aren’t just forecasting faster delivery times. They’re achieving them.

While faster delivery is great for consumers, it’s not great for road safety. About 30% of all accidents happen in the last-mile segment. And those accidents have an impact. A study by the World Health Organization found that a 5% increase in average speed leads to a 10% increase in accident-related injury.

Deadline pressure increases last-mile risk

The last mile of a product’s journey, from the warehouse to the customer’s doorstep, is the most time-consuming leg of the journey. Any slowdowns hinder drivers’ ability to meet strict delivery deadlines. As drivers push their limits, stress is compounded by:

  • Inclement weather
  • Road construction
  • Traffic congestion
  • Failed delivery attempts
  • Unfamiliar neighborhoods to navigate

When pressure increases, unsafe driving increases. Drivers tend to drive distracted, speed, or become fatigued.

Automated coaching drives real-time awareness

To prevent these risks, last-mile fleets are investing in safety technology. Not just any safety technology. AI dash cams. Powered by artificial intelligence, AI dash cams identify and alert to unsafe driving behaviors in real time, driving down risk instantly. 

Tendencies like close following, distracted driving, and unsafe lane change trigger a dash cam alert that reminds drivers: Increase your following distance. Keep your eyes on the road. Stay in your lane. The whole point is to prevent accidents and protect drivers, when protection is most needed. 

With the Motive AI Dashcam, every incident is captured on video. Through the Motive Driver App, drivers get full transparency. They see every video clip that pertains to them, along with tips on how to improve. Self-coaching tips are sent right through the app, so drivers can review tips privately, on their own time.

For managers, our turnkey coaching workflow automatically pinpoints drivers who need coaching. Videos, speeding events, and coaching history are shown in one view, making it easy to provide personalized, timely feedback. Managers no longer have to review coaching events individually, speeding up the coaching process considerably. Learn more in this video.

However you approach it, coaching pays off. Motive AI dash cam customers who frequently coach experience an average of 50% fewer accidents than those who don’t. Data from the Motive 2023 State of Safety Report shows that dash cam-based driver coaching improves fleet safety dramatically.

Safe performance brings other benefits

A recent article in Work Truck magazine says last-mile teams are being asked to work longer hours to meet delivery demand. In return, managers are prioritizing fleet safety

Safer deliveries are also more efficient. Safer performance:

Speeding alone burns fuel and causes maintenance issues. When you cut down on aggressive driving, you’ll also cut fuel spend, liability, and insurance rates.

Between 2021 and 2025, the North American last-mile delivery market is expected to grow 16% year-over-year. Growth will bring more competition, congestion, pressure, and risk. Last-mile fleets will have to keep pace. And they’ll need AI to do it.

Better last-mile safety starts here

See what the Motive AI Dashcam can do for your fleet. Request a demo today. Download our coaching guide to learn how to get the most from your drivers.