Conceptualising and designing experiential consumer logistics: a literature synthesis towards a value-based framework

Purpose The value of last-mile delivery is no longer confined to functional performance but increasingly involves consumers' experiences. Despite growing recognition of experiential value, research in this area remains fragmented and underdeveloped. Thus, this study aims to develop a value-based conceptualisation of experiential consumer logistics (ECL) through a synthesised literature review. Design/methodology/approach A two-study literature review design was employed. Study 1 synthesises the logistics literature to conceptualise the value configurations and experiential mechanisms underlying ECL. Building on this conceptualisation, Study 2 integrates insights from the service design literature to examine how experiential value can be systematically reinforced. Findings Study 1 conceptualises ECL based on two analytical dimensions, value proposition (high-touch vs high-tech) and value appreciation (individualised vs networked), leading to four principal value configurations labelled as: traditional, technology-based, ethical and platform-enabled logistics. Furthermore, Study 2 identifies two complementary service design approaches for reinforcing experiential value: accommodating (relationship building and design for invisibility) and empowering (design for visibility and community building), each aligned with distinct configurations of ECL. Originality/value By consolidating dispersed literature, this review proposes an initial conceptualisation of ECL that explains how experiential value is proposed, appreciated and reinforced through service design. The findings provide an integrated theoretical foundation for understanding experiential mechanisms in last-mile logistics, offer practical guidance for designing logistics services and identify directions for future research.