The last mile has become the critical mile in the retail logistics sector, and retailers must adjust their business models accordingly, Lior Sion, chief technology officer for delivery logistics platform Bringg, told attendees in a keynote address at this week's Home Delivery World conference in Philadelphia.

Sion's comments underscored the larger theme of the annual retail logistics industry event, which focuses on strategies for implementing, developing and improving last-mile delivery in an increasingly complex business landscape.

"We see the age of Amazon as an opportunity," added Bringg CEO Guy Bloch, referring to the online retailer's dominance in the delivery market and telling attendees they must "bring technology to fight technology."

Bringg is a delivery logistics technology platform that allows companies to manage all aspects of their delivery ecosystem, whether they use in-house fleets, third-party providers or a combination of both. Although focused on technology, Bringg's message at Home Delivery World was one of relationships: Retailers must shift their traditional transaction-focused business model to a model focused on the customer, Sion and Bloch explained, adding that good technology is simply a tool for achieving that goal.

In his talk, Sion cited seven steps to creating a successful e-commerce business:

1. Give customers options—on everything from delivery schedules to fulfillment methods.
2. Provide accurate estimated arrival times—and remember that consistency is key.
3. Create a more efficient picking process.
4. Leverage your store infrastructure.
5. Optimize delivery efficiency.
6. Give your customers a voice (and listen to it).
7. Act on data-driven insights.

Home Delivery World took place April 3-5 at the Philadelphia Convention Center.