FedEx is placing emotion-led research at the heart of its attempts to understand evolving consumer needs, as the logistics firm aims to better serve this increasingly vital audience.
For most of its 41-year history, the Memphis, Tennessee-based enterprise focused on making sure business-to-business deliveries traveled flawlessly from their origin to destination. But the rapid growth of online retail – and new business models, right through to same-day and on-demand delivery – now means that the brand is serving households across America.
“Today, almost 50% of our stops every day in the US are actually to residences,” Brie Carere, FedEx’s evp/chief...