How your B2C delivery options can turn your customers into raving fans
09/05/2019 by The Red Tree
My name is Rachel Whittaker, a beauty logistics expert and founder of Indie Beauty Delivers, a consultancy with a mission to bring big brand logistics to brands with big dreams. My strength lies in merging the harsh world and reality of logistics with the glamour and glitz of beauty. I’m like a translator that ensures you have the logistics infrastructure you need to thrive while providing a customer experience that oozes the care and attention to detail beauty demands. I’m your personal beauty logistics geek!
Imagine the incredible power of being able to guarantee that every customer who buys from you walks away with a super positive memory of their experience. I mean the type of recollection that turns them into raving fans, repeat customers and brand advocates.
Well, this seemingly impossible ability does exist and it’s surprisingly easy to put into practice in your business.
Let me introduce you to the Peak End Rule.
The Peak End Rule is all about how an individual’s memory of an event is largely controlled by what happens at its peak and end. The rule is so powerful that even a negative experience can be transformed if the end exceeds expectations and puts a smile on your face (think free shots at the end of a meal).
As a beauty logistics expert I love this rule as it highlights the most important part of any B2C customer journey is the end part – the delivery!
It’s worth pointing out that a brand and a customer’s end point are very different. A brand celebrates when it gets the sale, a customer doesn’t get the warm gooey feeling until they receive their order. The result of this difference means brands often overlook the importance of their delivery.
Large online retailers like Amazon have kick started a seismic change in consumer attitudes over recent years. Your customers won’t accept delivery choices that mean they have to wait in. They expect a range of options that suit their lifestyle. They want to be able to have their parcels dropped at a neighbours, or left in a safe place, or be made available for collection at a parcel shop near their workplace or children’s school. They expect to be able to track their delivery’s progress, know the drivers name and even make ‘in flight’ changes if their expected schedule alters.
Here’s a few revealing facts that show how important delivery is to consumers from a recent survey compiled by Metapack:
61% of survey respondents say a positive delivery experience incentivises them to shop with an e-tailer again
58% chose one online provider over another because they provided more delivery options
54% say clear, accurate tracking is an important consideration for the majority of their purchases
The delivery industry has undergone rapid change to deal with both the revolution in consumer attitudes and the prolific growth of independent brands, so no matter how well established your business is you can access delivery solutions that impress. You don’t need big budgets, large volumes or your own logistics team. Just pick up the phone and speak to the parcel carriers and find out what they can offer.
Putting your consumers firmly at the centre of your delivery strategy, offering them choice with a little added wow factor means you can craft a truly exceptional end moment that leaves them positively crazy about you.
Forgive me for using a little logistics jargon, but brands who invest in their ‘last mile’ solutions are setting themselves up for success and often giving themselves a real competitive edge.
Are your delivery options delivering the perfect end moment?
Rachel Whittaker, Founder of Indie Beauty Delivers, a consultancy specialising in bringing big brand logistics to brands with big dreams.
The Red Tree is the UK’s leading international beauty brand consultancy and a powerhouse of ideas, insight and inspiration. For an informal discussion on how we might help you, please contact us.
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Any company entering The Beauty Accelerator™ competition must be based and registered in the UK.
The scheme by which investment into the winning brand will be made is the Seed Enterprise Investment Scheme (SEIS). You must be eligible for SEIS to enter The Beauty Accelerator but you do not need to be registered for SEIS. You can be in the process of applying for SEIS and receiving Advanced Assurance from HMRC, which is free of charge to obtain and certifies to investors that the criteria necessary to qualify for SEIS have been met by the company at the time of the application. You do however need to be SEIS registered at the point of investment.Click here For further information about SEIS
As is the case with all equity investments, the winning brand must be willing to provide equity stakes for both SFC Capital and The Red Tree. In addition, the winning brand might be required to pay a monthly fee for the duration of the 12 month period of assistance from The Red Tree. The size of the equity stakes for both SFC Capital and The Red Tree are unknown at this stage and will be based on the valuation of the business at the time of investment. The value of the monthly fee to The Red Tree will be determined by the scope of work required by The Red Tree and will be agreed in consultation with the winning brand. The equity stake, monthly fee and scope of work will be discussed in further detail with short listed brands during the interview stage.
Brands that applied for The Beauty Accelerator™ 2022 can apply for The Beauty Accelerator™ 2024.
Applicant brands should ideally have proof of concept – the business should ideally be in operation with at least one product currently retailing on the market, an existing website in operation and a number of months of trading.
Under exceptional circumstances, brands that are at concept stage will be considered.
There should be a team in place or a willingness to take on a co-founder at an early stage.
A business plan must be in place and submitted as part of your application to demonstrate the revenue that can be delivered.
The business should not be valued at more than £1,000,000.
All R&D should be completed as funds invested will only be used for marketing and commercial activity.
If you are short listed, you must be available to attend the virtual shortlist interview. It is likely that short listed brands will be required to attend more than one virtual interview.
If you are a Finalist, you must be able to attend The Beauty Accelerator™ Final, either virtually or in-person.
You cannot apply for or already be in the process of applying for another accelerator or incubator during the period December 2023 to December 2024.
If you are selected as a finalist, and if you go on to win The Beauty Accelerator™, you must agree to exposure of you and your brand through The Red Tree’s, SFC Capital’s and Freeths online and social channels and a possible marketing campaign.
Confirmation of the winning brand is subject to SEIS eligibility confirmation, agreement on equity stake and The Red Tree fee, and completion of due diligence.
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