The parcel made it 800km through the network, reached the local hub, went out for delivery — and the rider couldn't find the door. 'Address not found' NDRs are the most preventable failure: the customer is there, the parcel is there, the landmark is missing.
Why riders can't find it
The delivery rider works a territory by landmarks — 'near the temple, behind the bus stop' is how navigation actually happens. A street-name address ('14th Cross, 3rd Main') requires map precision riders don't use; a landmark address ('next to Reliance Smart') is what they navigate by.
The landmark fix
Collect 'nearest landmark' as an address field — the response that saves the parcel is 'opposite Kunal Bakery, blue door'. Pincode gets the parcel to the territory; the landmark gets it the last 100 metres.
The phone-call rescue
When an ANF NDR lands, the fix is immediate — call the customer, get the landmark, call the local hub/rider, the next attempt succeeds. Same-day response converts ANF to delivered; stale ANF becomes RTO.
The address-collection fix
Make landmark a prompted field at checkout — 'what's it near?' prompts the answer riders actually use. A pincode without a landmark is a parcel hoping to be found.
Pure Parcel runs the whole stack described here — one place for every carrier.
See how →The playbook
Collect 'nearest landmark' field
The field that solves last-100-metres.
Call customer on ANF same-day
Get the landmark, update the attempt.
Prompt at checkout
'What's it near?' is the question that works.
Watch ANF rate by area
Some localities are chronic — flag them.
