Parcel lockers do not become the default delivery option simply because the technology works. The real breakthrough happens when operators move beyond early enthusiasts and create a proposition that mainstream customers, merchants and partners adopt without hesitation. Drawing on the evolution of the Polish OOH market and the cooperation between InPost and Allegro, Jacek Powałka will show what turns an innovation into everyday infrastructure: How to move from early adoption to mass-market customer behaviour. Why density, customer experience and merchant cooperation must grow together. What the InPost–Allegro story teaches us about building demand for OOH delivery. Practical lessons from an industry veteran who helped build InPost and the Allegro One Box network.