The Golden Mile (part 2)

So how do e-tailers claim this elusive pot of Gold?



The golden mile

A service being tested by Shop Direct Group brands that include Littlewoods Direct. Called Drop and Collect, it is a service that enables parcels to be delivered to neighbourhood stores around the UK for collection by customers.

Key benefits
i. Secure delivery of parcels to a trusted and convenient customer location
ii. Customer can be notified by text or e-mail upon delivery of their parcel
iii. Easy pick up for customers in a safe and secure environment
iv. There is no extra cost incurred by the customer
v. Collection of parcels is secure through technology enabled security checks that may include part payment of goods
vi. Collection locations will have extensive opening hours, e.g. local supermarkets and retail footprint. An additional benefit will be the increase in local business
vii. The model can scale to C to C business models, as well as B to C
viii. Returns via the collection point will remain simple and free, with the ability to track online
ix. With customer services being owned by the retailer, customers will experience a fully integrated, seamless brand experience

Improve the multi channel offer

i. Promote collect in store; offer incentives
ii. Promote use of mobile phones in delivery communications
iii. And drive customers to their mobile site

The checkout process needs to provide greater flexibility for the customer.

i. Delivery options must include early mornings, evenings, and weekends.
ii. Delivery locations must be able to accommodate more than 1 delivery address. For example, delivery notes should allow delivery at neighbours residence, or a different secondary address.

Pre-delivery communications must be clear and concise. Whether email or mobiles are used, the customer must be notified as to the location of their parcel and expected time of arrival.

i. Couriers should be able to text a customer prior to delivery and deliver, if required, to where the customer actually is (if not at delivery address). This level of flexibility would provide real service and become a real point of difference.

Post delivery communications should follow immediately after the parcel is in the customers hands. A personalised communication saying thank you, containing all relevant support numbers is required. The actual delivery is the only point of physical customer contact within the entire cycle, therefore making this communication even more critical.

Customer services need to be more proactive and customer centric. If the parcel is delayed in transit and there is a possibility the parcel will be delivered late, inform the customer. If the parcel is likely to be delivered at the start or at the end of the delivery window, inform the customer. If a customer requires some assistance in tracking their parcel, help them. This phone call maybe one of the only times that your brand actually speaks to its customers. Make this experience count for something positive.

Make the returns process easy to understand for customers. A customer must know what the process is, how long it takes, what costs are involved, and when their money will be refunded. This can easily be communicated during the checkout process and all delivery communications.

Dynamic delivery options, where the system automatically picks the best delivery option based on key criteria such as customer location and timescale required. The customer will benefit from the cheapest/quickest carrier.

If you have a great delivery process, shout about it.