AI-powered orchestration for ‘big and bulky’: How appliance brands can scale D2C with service-first logistics
Abstract
Big-and-bulky logistics includes appliances, furniture and homewares requiring two-person delivery and in-home services. It has moved from a back-office cost centre to a front-of-house growth lever as manufacturers expand direct-to-consumer (D2C) channels. Yet a persistent conversion gap remains: many shoppers research on brand sites, but few complete the purchase there. Closing that gap demands more than a slick checkout; it requires artificial intelligence-powered orchestration across promise, fulfilment and post-purchase service to deliver fast, reliable, installation-ready experiences at scale. This paper synthesises sector benchmarks and real-world practice to (1) define BnB requirements; (2) quantify the D2C opportunity and barriers; (3) codify consumer expectations; (4) integrate practical learnings from a leading global home appliances manufacturer’s D2C journey; and (5) propose a pragmatic AI playbook to improve unit economics, reduce CO2e per order, and boost net promoter score (NPS), without worsening channel conflict. The paper closes with a maturity model that the author feels supply chain leaders can apply immediately based on their experience working across the home appliances BnB items industry. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Angad Singh Abrol is a global product and technology leader passionate about building intelligent, enterprisecentric products and applications. As Vice President of Product and Growth at FarEye, he leads product strategy and innovation across international markets, with a strong focus on Europe, helping retailers and logistics providers turn last-mile delivery into a strategic advantage. His work blends operational rigour with emerging technologies such as artificial intelligence (AI), digital twins and predictive analytics to orchestrate delivery networks that are faster, greener and more reliable. An entrepreneur at heart, Angad has previously co-founded and led ventures in the logistics and data science space, combining practical industry understanding with product innovation at scale. Over his career, he has worked with leading organisations across logistics, retail and homeware sectors in the US, Europe, Australia and India, helping them modernise fulfilment, enhance sustainability and elevate post-purchase experiences through technology. A frequent industry speaker and contributor, Angad’s research and writing explore the intersection of AI orchestration, supply chain transformation and customer trust — themes central to the next generation of logistics excellence. Based in the Netherlands, he actively supports communities focused on sustainable innovation and responsible technology.
Citation
Abrol, Angad Singh (2026, June 1). AI-powered orchestration for ‘big and bulky’: How appliance brands can scale D2C with service-first logistics. In the Journal of Supply Chain Management, Logistics and Procurement, Volume 8, Issue 4. https://doi.org/10.69554/OHTV8262.
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