Delivery - Protect your brand identity right to the customers home

Just how much do you spend each year on protecting the values of your brand? How much do you spend on creating a brand image and identity? Why would you not want to protect this throughout the whole customer experience?

And how much do you spend competing against the performance or preference claims of your competition?

It seems as much as 30% of your marketing budget is applied directly to this problem and a further 20% could be attributed to strengthening the brand through associated promotions.

Add this to the investment you have created in-store - the look and feel of the store layout, the materials used in the shelving, the labelling and the approach taken by your employees and you have a huge investment in your brand.

And, just like a house of cards, all this work collapses, when having had a great buying experience you fail to meet customers expectations when you deliver. Potentially wasting a great deal of money.

A recent survey has shown that very few companies view the home delivery experience as an extension of their brand. Most just think of it as a necessary service giving little thought to the potential damage that can be caused to the brand.

Few consider that if you understand the service subtleties that are required during the home delivery process, then brand values can also be explored, enforced and probably more effectively delivered.

Stop thinking about delivery as just logistics. It is the most far-reaching channel for your brand. After all, a customer disappointed by the delivery process is likely to tell far more people of your failings than if they didn't like your store layout!

Using Axida's home delivery software HDi, you can monitor the progress of each delivery against the standards you set. To find out more please contact us.

So start protecting your brand. Understand the service subtleties of your home delivery process and extend brand virtues right to your customer's door!