Home delivery has long been the default. But consumers are frustrated, retailers are absorbing the cost of failure, and the model is showing its age. Jon Nicholson, Chief Commercial Officer at InPost, makes the case for a smarter approach: out-of-home delivery that puts consumer choice at the centre. Drawing on InPost's network of over 15,000+ lockers, Jon explores what the shift to out-of-home means for retailers, and why the brands getting it right are pulling ahead.