La logística de la última milla y su influencia en la relación entre marcas y consumidores en Chile

Abstract

Given the rapid adoption of digital infrastructure in the Chilean market, the physical delivery of products during the final leg of the supply chain has shifted from a purely operational variable to the core of the consumer relationship experience. Against this backdrop, this essay examines how last-mile logistics (LML) is redefining the relationship between brands and consumers in Chile. It analyzes the transition from traditional shopping mall-based purchasing models to the omnichannel approach of Industry 4.0, the urgent need to structure eco-efficient models, and the link between these processes and international law principles—specifically national treatment and environmental exceptions (GATT/WTO). The findings indicate that efficiency driven by advanced technologies and the implementation of sustainable strategies mitigate uncertainty and alleviate the local consumer's transactional skepticism. In conclusion, last-mile logistics has transcended its operational boundaries to become the ultimate barometer of relationship marketing and trust validation; firms that treat this final stage as a strategic, eco-efficient dimension will succeed in building a robust value proposition, demonstrating that the battle for loyalty in modern Chilean retail is won in the final meters separating the package from the customer's doorstep.