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In episode 37 of the Customers Who Click podcast I had the pleasure of speaking with Chris Jordan, founder of Carryr, about how brands need to improve and optimise their delivery experiences.
This is a super important area for a business, and while not really considered marketing, it has a huge impact on your conversion rates, and on-going customer loyalty.
Amazon have been leading the way on delivery for a while now. Offering free next day delivery to prime members, adding their own fleet of vehicles to get better control of the experience, introducing Prime Now, and exploring the use of Bots and other technologies to make the customers experience as easy as possible.
Now while you might not have the resources to match Amazon (i mean, who does?), Chris explains on this episode how you can make the most of whats available to you.
Chris began his career with high street retailers such as JD Sports and DFS on the shop floor - selling the latest trainers to the comfiest home furniture, until curiosity and first-hand experiences led him down the rabbit hole of last-mile logistics to solve the biggest pain points of the online shopping experience.
03:34 - 08:53 - How Has Delivery Developed Over the Years - It’s not the sexiest area of a business, but it is so important to the customer. They want cheap, speedy, and convenient delivery, and part of this is the fault of Amazon who have had the resources to make this a key priority, despite being a costly one as well. Being able to offer your customers 1-2 hour time slots is a fantastic way to improve the experience by giving the customer better control of when their delivery will arrive, and therefore how they can plan around that.
09:06 - 13:48 - Myths & Misconceptions about Delivery - You don’t have to tailor the experience with every possible option for a customer and in-fact this can be off putting as it makes it more difficult to choose, but likewise just offering 1 option is likely to put you at a disadvantage, especially if customers have had bad experiences with your chosen courier. You do need to think about your brand as well, think about whether customers want eco-friendly options from your delivery. It’s not as simple as just putting an option in place and being done because its simply a logistics issue.
14:33 - 23:03 - Where to Start - Inventory management is key. If you don’t know what you’ve got and where you’ve got it there’s no way you’ll be able to offer specific time slots for delivery, the best you’ll manage is next day. And then of course if you ship from store locations and someone has walked in and bought the last of a product just before an online order comes in you might find it really difficult to fulfil that order. So if the next available location is half the country, even if you could get it there on time, it’s going to cost you a hell of a lot more money than you’ve allowed for.
23:19 - 28:37 - Common Mistakes Brands Make with Delivery - Not considering the whole, blended cost of delivery is one of the biggest. A lot of brands will look for options based on cheapness and perceived reliability, but that all goes out the window if a courier simply can’t deliver on time, or has multiple delivery attempts driving up the cost. So you need to consider which option gives the best overall experience to yourself and the customer. Is it easy to return with them? Is it easy for the customer to change or re-arrange a delivery. It’s better to pay slightly more for each delivery for a higher success rate.
34:04 - 43:26 - Big Trends Coming Up in Delivery - Customers have been ‘Primed’ to expect more from the delivery side of the experience, and are going to get ever more demanding. Subscriptions are appearing more and more, and combined with a fantastic website experience, a large base of loyal customers, and lots of fast moving goods these will work really well, as there will be a point at which you lose money on delivery, but then earn more than non-subscribers simply through the volume they order. Possibly having an account with a courier may be a thing in the future, someone who knows your preferences and can handle all your orders.
43:41 - 44:59 - Chris’s Pet Peeves - When brands don’t communicate what they’re all about, and brands that aren’t bold and upfront. Too many brands come across as basically the same, because apart from a few differences on the website, maybe some colours and slight differences in products, you can’t really tell the difference. If you can’t tell the difference, you can’t stand out, which means you’re fighting for attention all the time and not relying on brand loyalty bringing customers back.
46:10 - 50:18 - Chris’s Underrated Aspect of Marketing - Behavioural economics, and really understanding your audience, and customer behaviour. A lot of these things haven’t changed for years, or have simply been updated as we’ve gone, and yet so few marketers really understand these basics that can make a huge difference to your site and brand. If you really understand what drives a customer, you can build a brand around that and be successful, but again, if you’re not doing these things, you don’t stand out, and you don’t win loyalty.
If you’d like to hear more from Chris you can connect with him on LinkedIn or email him at email@example.com