The Challenge
Urban Goods Co. is a fast-growing online retailer specialising in homeware and lifestyle products, operating from a fulfilment centre in Birmingham. Their promise to customers: order by noon, delivered today within the West Midlands. Great for conversions — but a logistical challenge.
Their existing carrier couldn't scale reliably during peak periods. Black Friday 2024 saw 3x normal volume and their carrier failed on 22% of same-day commitments, resulting in refunds, negative reviews, and churn. They needed a courier partner that could flex with demand.
Our Solution
X-Eagle integrated with Urban Goods Co.'s order management system via a simple webhook, triggering same-day dispatch jobs automatically as orders came in.
Scalable Fleet — X-Eagle allocated a mix of small vans, panel vans, and Lutons depending on daily order volume, with capacity pre-agreed each morning for peak days.
Multi-Drop Route Optimisation — orders clustered by postcode district to maximise drops per run, keeping per-delivery cost competitive.
Real-Time Tracking API — Urban Goods Co. embedded live tracking into their customer-facing order confirmation emails, reducing inbound "where is my order?" contacts by 60%.
Dedicated Peak Day Protocol — for Black Friday, Cyber Monday, and pre-Christmas periods, X-Eagle reserved additional vehicles 5 days in advance based on projected order volume.
Branded Communication — customers received tracking updates under Urban Goods Co.'s branding, maintaining a seamless experience.
The Result
Over the first six months of the partnership:
- Average of 512 same-day deliveries per month completed - On-time delivery rate: 97.4% (vs 78% with previous carrier during peak) - Black Friday 2025: handled 3x normal volume with zero service failure - Customer satisfaction score (CSAT) for delivery: 4.8/5 - Cost per delivery reduced by 18% through route optimisation - Returns processing integrated into the same-day driver runs, saving a separate collection service