10 April 2024
Carré Blanc
10 November 2023


A trend book
for the delivery industry


Woop is a French SaaS platform that connects retailers and carriers to optimise last-mile delivery. With its unique perspective, the company can predict the future of the industry (or try to, at least!). I teamed up with the editorial content agency Ultramedia to put Woop’s predictions into words.

Forecasting last-mile
delivery trends

Woop had already published several standard white papers and was looking for something more creative to reinforce its thought leadership and generate qualified leads.
Laurence Guilloud, an editorial director at Ultramedia at the time, suggested identifying ten trends for the coming year (2023) and presenting them in a dynamic way in a trend book.
And because Woop sees last-mile delivery as ‘a story of relationships’, it seemed only natural to ask a number of experts for their opinions on these trends. The key question: how to find the right balance between innovation, economic performance, customer satisfaction and sustainability when it comes to last-mile delivery?

The logistics behind
a trend book

Identifying the trends with most potential

Laurence and I embarked on a particularly absorbing stage of the project: reading widely to learn more about the subject! We presented our findings with thirteen trends; the client then chose ten to be included in the trend book.

Structuring our thoughts

Once we agreed on the trends, we produced a flatplan and a detailed outline of the content.

Interviewing experts and sharing their knowledge

In addition to Woop’s contacts, we identified experts with in-depth knowledge of each trend and I prepared and conducted interviews with them. Combining our documentary research with the expert insights from these interviews, I wrote around 7,000 words; Ultramedia’s design studio provided two infographics as illustrations and took care of the page layout.

A tool for long-term use

The client was very satisfied with the trend book we delivered, making judicious use of it for its content strategy. Each of the ten trends served as inspiration for a blog post that was published with a LinkedIn post: a great way to keep promoting the trend book throughout the year.


‘I worked with Loreleï to develop a trend book on last-mile delivery and its impact on city centres. I was thoroughly impressed by her natural curiosity and her ability to instantly understand the issues involved and analyse their implications. It was very intellectually stimulating to work with her on such a challenging project.’

Laurence Guilloud, Editorial Director at Ultramedia during the project


‘We worked with Loreleï to update our editorial charter. She immediately understood our expectations and our brand identity. The deliverables were of excellent quality and we are extremely satisfied with her work. I highly recommend her!’ ’

Amandine Laroche, Former Head of Marketing at Carré Blanc