(7 votes, average: 4.71 out of 5)
Loading...The What
At present, we are witnessing a significant shift in consumer expectations towards faster deliveries, lead by Amazon. Undoubtedly, this trend prioritizes consumer convenience. However, we should anticipate that the landscape may evolve in the near future. I propose that we maintain our current 2/3-day delivery system but reposition it under the banner of social and environmental responsibility. This strategic shift could not only resonate with environmentally conscious consumers but also establish Colart as a sustainability leader within our sector.
The Why
Adaptability is key to staying ahead in a competitive market. While the current trend emphasizes next-day delivery, it’s prudent to recognize that policy-regulatory changes may be on the horizon. Sustainability has become a focal point on political agendas worldwide. Currently, there is limited regulation concerning delivery services like ours. However, e-commerce deliveries of non-essential products, such as ours, might become the target for restrictions on additional couriers on the roads (I am pointing this out based on my learnings in my MSc in Transport Planning and Management). Pursuing the goal of achieving Amazon-level delivery speed could be an expensive and unsustainable effort. Instead, we can set ourselves apart by embracing a sustainable approach, maintaining our 2/3 working days delivery, and positioning Colart as a responsible business committed to environmental responsibility. Trying to match Amazon’s delivery times might lead us towards a very costly process.
The How
What is great about this idea is its simplicity. We already possess the capability to deliver our products within 2/3 days, yet we haven’t emphasized this aspect. Rather than attempting to replicate Amazon’s delivery speed, we can launch a subtle marketing campaign that highlights Colart’s commitment to environmental consciousness. We can convey that our choice to stick with standard delivery services aligns with our dedication to reducing our environmental footprint by avoiding the addition of more vehicles on the streets. This campaign doesn’t need to be aggressive; it’s a way to articulate why we don’t offer next-day delivery. Besides, customers seeking next-day delivery are likely to opt for Amazon, a current customer of ours.
By employing a well-crafted communication campaign, that would aligned with our BCorp badge, we can gain a competitive edge over our rivals and establish Colart as a sustainability leader in our industry.
I appreciate how this suggestion proposes only a relatively small amount of work on expectations management and how it challenges something which is usually considered an obvious requirement for D2C. It considers both the risks involved with regard to policy changes and costs.
It would be ideal to hear from Sustainability and our transport teams what their thoughts are on next-day.
I really like this idea, and it will all be in the story telling. Being transparent will really drive this thinking and leading consumers to make the right choice…. Over to Brand and Commercial…..