By: Ned Hill, CEO, Position Imaging
As the last week of summer draws to a close and Labor Day signals the unofficial start of the holiday season, retailers and logistics professionals across the U.S. are bracing for a historic surge in online shopping. U.S. holiday e-commerce sales grew 8.7% in 2024, reaching approximately $241.4 billion, and trends indicate continued growth into 2025 (Adobe for Business, Reuters).
According to the National Retail Federation (NRF), online holiday sales in 2024 rose by 8% to 9% compared to 2023, significantly outperforming total retail growth (Digital Commerce 360). As we enter the fall, time is slipping away: after Labor Day, holiday shopping accelerates, and delivery systems are pressed to break records.
However, amid the headlines, e.g. trucks, surcharges, EV rollouts, the real bottleneck remains at the “last 100 feet” of delivery: the stretch from building lobby or porch to the customer’s hands. This is where security and convenience fall apart.
The Cost of the Last 100 Feet
Package theft is not a fringe issue—it’s a full-blown crisis. In 2023, porch pirates cost Americans an estimated $16 billion, with nearly 92 million incidents, 260,000 per day (SafeWise). Security.org’s 2024 analysis reveals that in the past year alone, thieves stole $12 billion in packages, victimizing 58 million Americans (Security.org).
Victimization is widespread. ValuePenguin reports that 41% of Americans have experienced porch piracy, up from 35% in 2022, while 25% had a package stolen in the past year (ValuePenguin). Suburban, urban, and apartment dwellers are all face rising risks which is particularly troubling given that apartment residents are twice as likely to experience theft as those in houses (Capital One Shopping).
Even right here in New Hampshire, perennially a hot zone for package theft, residents have experienced their fair share of losses. The result? Growing consumer mistrust and escalating dissatisfaction.
Why Traditional Solutions Fail
Old-school delivery infrastructure, such as package lockers for apartments, simply can’t sustain today’s package influx. Package lockers possess only a fraction of the volume needed during peak periods, often failing to prevent theft or delays and creating backlogs at the most critical moment – the last 100 feet.
At Position Imaging, we tackled this head-on when we invented the Smart Package Room® system: the all-in-one, secure, and scalable approach to multifamily package management. The all-in-one package management solution is now deployed in hundreds of buildings across the nation, each system processing deliveries in minutes, handling three times the volume of typical parcel lockers, and delivering significant reductions in theft, delays, and resident frustration.
Why It Matters Right Now
- Holiday volumes are climbing. With e-commerce holiday sales exceeding $240 billion and rising yet again, the stress on delivery infrastructure has never been higher.
- Labor Day is the tipping point. The final week of summer marks a shift—from leisurely summer shopping to the focused, high-volume holiday rush.
- Delivery inefficiencies are costly. The “last 100 feet” may only be a small segment of the journey—but it’s responsible for billions in losses and broken promises to consumers.
- Trust is fragile. With rising theft rates and growing weariness—41% of Americans have experienced porch piracy, 25% in just the past year—delivering reliably and securely is as much a brand promise as product quality.
From Local Inventor to Industry Disruptor
I began my career trying to solve a simple problem: keeping track of my dog. I started a company that created a unique radio range detection technology that could be added to collars, creating what we used to call an “invisible leash”. We eventually licensed this technology to the company that made “The Invisible Fence” for dogs. This process taught me a lot about technology and product development but most importantly, it taught me how to use technology to solve problems.
We created Position Imaging to improve inefficient processes throughout the logistics chain. One of the processes we targeted is package delivery at multifamily buildings, college campuses, and office buildings. Giving couriers, property and office managers, and residents and staff a better way to manage deliveries without package lockers. We use innovative technologies to get that done, but in the end, it’s a basic problem. How do I deliver or pick up my package efficiently and securely? That’s what our Smart Package Room platform is all about and is a good representation of what Position Imaging does today. We make logistics systems more efficient using our unique AI and precision tracking technologies.
What I Want You to Think About
As you prepare for the unprecedented logistics demands of the holiday season:
- Think beyond the vehicles. EV trucks, tariffs, and surcharges are important, but solutions must also address the final delivery point.
- Prioritize security and speed. The Smart Package Room solution isn’t just faster; it’s fundamentally more trusted.
- Innovate where it matters most. Online fulfillment is critical for a good living and working environment.
Securing the Final 100 Feet: Innovation That Protects Every Delivery
As the holiday surge accelerates, the real challenge isn’t just moving packages across the country, but ensuring they reach residents securely in those critical final 100 feet. With theft rates climbing, consumer trust wavering, and delivery volumes reaching historic highs, multifamily communities can no longer rely on outdated solutions like lockers or unsecured lobbies. The Smart Package Room system delivers the precision, security, and scalability today’s eCommerce environment demands. For this holiday season and every season ahead, success will belong to those who innovate at the point that matters most: the final 100 feet.