• 16/03/18 Uncategorised

    The importance of the final mile

    If the final mile is so vital then why are so many brands still bad at it?

    This is the central question that all businesses need to seriously consider when optimising their customer experience. After all, the only part of the whole process that the customer sees is what happens when they buy something. Even if you have diverted serious resources to building an innovative new website and have the best product, your customers won’t care if you give them a bad experience when purchasing it.

    Make your customer experience the best it can be

    Most customers now expect a certain level of service as standard which means you must deliver it. From the way the product is presented to updates on the status of their order and flexible return options, your customers will be looking for you to go that final mile to satisfy them.

    What becomes apparent when considering this is that there is now a huge pressure on retailers to meet their customers’ expectations. This takes in all devices, platforms and locations across the globe.

    Image result for parcel delivery

    What challenges does this present for businesses?

    Behind this e-commerce issue lies a whole host of questions and challenges for businesses to answer. The fulfilment of customer expectations in a way that satisfies them is just one. Customers must be left with the warm glow of a positive experience after shopping with you. This naturally means that businesses must look at their processes and procedures to ensure this takes place.

    Of course, another aspect of being able to go that final mile lies with inventory deployment and supply chain network design. Organisations must have a robust supply chain in place to ensure they always have a flow of stock in to meet customers’ orders and avoid delays. Once the supply chain has delivered the stock, proper inventory management must happen to monitor levels and also get orders out to customers quickly.

    Many businesses will also have to address omnichannel distribution channels in this area. Being able to offer customers various delivery options is seen as standard now. With this in mind, your business should be able to use a variety of methods to get the product to the customer when they want it.

    Data is king

    As retailers strive to offer a near-perfect shopping experience, leveraging the right data across multiple channels becomes even more important. This is a direct result of reliance on their network’s last-mile capabilities being amplified. As each retailer varies in the range of SKUs offered online versus in-store, there is no one-size-fits-all solution available to implement across the industry to prepare for this.

    6 final mile elements to consider

    If you need a hand with exactly what you should be considering when it comes to the final mile, the below list should help:

    1. Don’t lose sight of what actually matters to your customers.

    2. Explore cutting-edge approaches and listen to your final mile advisors.

    3. Let the experts help – consider using a third-party logistics provider (3PL) to ensure your network remains efficient and flexible.

    4. Delight the customer!

    5. Consider your inventory’s function within your supply chain.

    6. Focus on returns management efficiency – returns management should be a core part of your last-mile strategy.

    A clear link has been shown previously between supply chain efficiency and revenue growth. The secret is to have the right inventory in the right place when you need it to send to the customer. A flexible network and transportation solution that allows you to meet customers’ expectations in this area is also essential. Businesses should also strive to fit the maximum amount of product and revenue into each delivery as far as possible for success.

    Combine all this with a simple and hassle-free returns process and you will soon find customers coming back for more!

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  • 12/03/18 Uncategorised

    What consumers really think about your promotions

    When you set your promotional strategy, do you really know what works? Have you researched customer trends, undertaken shopper marketing and looked at what sort of promotions get customers excited?

    We’ve done this work for you. Granby and SwiftReceipt have conducted research with consumers on price and brand promotions, and here’s what we found:

    Which customers like promotions?

    Of the 1000 people we surveyed, 66% did find promotions attractive.

    Having a family makes a consumer more likely to find promotions enticing, particularly those with young children. Around 74% of parents with children under 18 agreed that a brand with a promotion is more appealing than one without. They are finding they have to balance the budget and feed a family, which can be a challenge.

    However, as consumers get older, they’re less tempted by promotions, 77% of 25-34-year-olds find brand promotions attractive, but that drops significantly to 51% when you get to the over 55s demographic.


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    What types of promotions are best?

    The high-value prizes and cash giveaways are most preferred, with 44% agreeing that these are most likely to capture their attention. Lower value rewards that can be claimed instantly in-store also appealed – for example scratchcards to win an in-store product that you can redeem at the till.

    Promotions need to be convenient – up to 61% of those surveyed felt a complicated claims process would put them off. They want something that is easy to redeem.

    In the digital age, online technology is key. Up to 62% of customers were motivated by digital rewards, with 46% of customers preferring to redeem promotions through a laptop. This is followed by 35% who would via a mobile or tablet, and 36% through an app.

    How to make promotions work for you

    So what does this mean for your promotions; here’s our advice on what steps to take to make promotions work for you;

    1. Make sure you have an online offer- this is where people want to redeem their promotions
    2. Appeal to families – this is your core promotional market. If your brand is family friendly, your promotions should be too
    3. Make promotions easy to redeem – simplify as much as possible.
    4. Offer a mix of promotions; blend high-value giveaways with quick low-value in-store freebies.

    Read more of our whitepaper on consumer promotions here.

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  • 23/02/18 Uncategorised

    The importance of 3PL for retailers

    In the rapidly evolving online retail landscape, 3PLs – or third-party logistics companies to give the acronym its full meaning – are of increasing importance, allowing companies to efficiently manage their supply chains.

    In this instant era of ‘click and buy’ customer bases can live and die by the efficiency of logistics, and in this article, we take a closer look at just how critical 3PLs can be to the fortunes of organisations invested in the online marketplace.

    Marketing logistics

    The benefits of outsourcing

    All online retailers can benefit from strong supply chain management, but how many are genuinely capable of doing the job themselves. It is the root cost which is often the issue – overheads can start to pile up when you factor in a workforce, storage locations and the technology which is necessary to make supply chains run like clockwork. By investing instead in 3PL, retailers can take a financial weight off their shoulders and leave operations in the hands of the experts.

    Fast free shipping

    Speedy shipping is seen as a non-optional requirement by many online customers – failure to meet this expectation can lead to customers looking elsewhere for a specific product. For this reason, 3PLs give retailers the competitive edge which they need to attract and keep customers, handling their orders from multiple sales channels and ensuring inventory is managed, moved and shipped as quickly and as accurately as possible.

    All elements

    If you attempt to undertake your supply chain management yourself, in its entirety, you might soon realise the enormity of the task. Areas such as fulfilment, contract packing, warehouse management, transportation of goods, reporting and forecasting all need your attention – and you should also remember that these things cost money. You could be required to invest in warehouses, staff, technology, and transportation; elements which a 3PL can cover on your behalf.

    Boost the bottom line

    What businesses are interested in is profit, and a 3PL can underpin a strategy to increase your margins by streamlining your supply chain process from top to bottom – and it all feeds in to a more fulfilling, sustainable customer experience; that is what makes 3PLs so crucial to retail in today’s internet era.

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  • 20/02/18 Uncategorised

    Why we still love paper in our digital world

    There can be no denying that in a digital world, we’re increasingly turning to apps to organise our lives and smartphones to get our daily information fix – but does this mean that paper is on its way out? If the facts and figures are to be believed, this is not the case.

    Some of the largest manufacturers of paper products have been enjoying annual growth for years – even though smartphones, tablets and computers have all cornered a share of the market. But why is there still such a love affair with all things paper?

    Image result for paper and print

    The classics never go out of style

    Put simply, paper documents simply feel more permanent and trustworthy. In addition to this, paper documents aren’t likely to get lost in the cloud or expunged due to an unexpected data loss. Once it’s filed, it’s filed – it couldn’t be easier.

    In addition to this, not everybody is a technological genius. When digital developers talk about user experience, they miss out on the best user experience around – opening an envelope and reading ink on paper.

    Take some of the oldest historical documents known to man. Scrolls and papers dating back thousands of years are still in readable condition. Paper is ultimately great at what it does – storing vital information in a secure, robust fashion.

    Is paperless dead?

    Sustainability is a huge factor in the modern world. It’s important to be environmentally conscious to preserve the planet for future generations. Digital documents will undoubtedly play a role in this, but does it have to mean going completely paperless?

    All evidence would point to the contrary. On large-scale direct mail operations, print management companies can offset their carbon footprint by used recycled paper stock and ensuring returned mail doesn’t end up in landfill. And what’s more, the demand for paper is simply too great to say goodbye to it forever.

    Paper: the people’s favourite

    The familiarity of paper will no doubt ensure that paper is here to stay for a long while yet. While people might not always appreciate receiving a bill in the post, they will appreciate being able to read it in a clear and legible manner, on a medium they are familiar with.

    For now, this means paper.

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  • 14/02/18 Uncategorised

    Victoria graduates with IPM Foundation Certificate


    Congratulations to our Senior Account Manager Victoria Pittman who graduated with an IPM Foundation Certificate on Thursday 8th February, at a graduation ceremony held at the House of Commons. The IPM Foundation Certificate give students a thorough, and working understanding of the promotional marketing industry, the audiences and channels with which they work with and the legal and code aspect of all promotions.

    Granby have worked in the promotional handling space for over 60 years, working on some of the largest promotions to date.We continue to ensure we share our knowledge with brands and agencies alike, so if you would like to disucss your next promotion get in touch!

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  • 09/02/18 Uncategorised

    Is your brand giving expert customer service?

    Most companies know the value of giving great customer service, but are they actually delivering on it. Ask their customers and the answer is probably not. Very few companies have actually sat down to think about the levels of service they offer their customers. Most of them simply copy what other companies are doing which oftentimes is not suitable for their industry or simply does not provide the high levels of support that today’s customers demand.

    The fact is, it’s your customers that will decide whether you offer exceptional customer service or not. You can have as many systems or rules in place as you want, but if they fail to cascade down to your customers, you have wasted your time. So to help you build a customer-centric strategy we have put together an eight-step guide to help you take your customer service to the next level.

    1. Customer retention is your main priority

    When creating any strategy, it’s a good idea to have an end goal in mind, when it comes to customer service that goal is simple and it’s the same for almost every company. You need to keep the customers you have happy because it’s more cost effective than having to recruit new ones. Happy customers are also much more likely to recommend your brand than unhappy ones.

    2. Make complicated things easy to understand

    Technology can be a double-edged sword, if used correctly it can save your customers time and money, but if you’re not careful it can make life more complicated as well. For example, if you are a multi-channel retailer you should not differentiate between online sales and in-store purchases. If a person buys something online they should be able to return or exchange it in store. Don’t force them to send things back by post just because that is easier for you to handle.

    3. Always aim for first call resolution

    When a customer calls, you should aim for first call resolution every time. Customers don’t like having to repeatedly call a company to get their issues resolved. Even if your customer service representatives mean well, having to call multiple times to resolve an issue will likely result in a poor customer service experience. Proper training of customer service staff along with empowering them to use their intuition is key here. See the next point.

    Image result for customer service
    4. Intuition is key

    This is related to the previous step. Empower your customer service staff to use their intuition to serve customers more effectively. Remember your customer service employees are on the front line and should instinctively know what good customer service looks like, so why not empower them to deliver it.

    5. Customer experience is key

    When developing new customer policies the customer experience should be front and centre. You should always make decisions that benefit the customer experience and not because they will make you more money. <a href=”https://hbr.org/2012/05/to-keep-your-customers-keep-it-simple”>Research</a> shows that customers are likely to pay more for a product if they know they will receive higher levels of service.

    6. The customer is always right .. mostly 

    Making the customer feel valued and important is good business. But it’s one that many companies lose sight of as they grow bigger. So get back to your roots and always ensure that the customer is front and centre to everything you do as a company. Happy customers are more likely to become brand ambassadors supercharging your marketing efforts and increasing your profitability. But of course, there is always a time when a customer just can’t be helped no matter how accommodating you may be. In such cases, it’s a good idea to just let it go and move on to the next one.

    7. Listen to your customers

    You don’t know what your customers want unless you listen to what they have to say. Marketing today is not about talking at your customers it’s about engaging them in conversation. Find out what they really think about your products and services, you may be surprised by what they have to say.

    8. Go the extra mile

    Finally, it’s a bit of a cliche but you should always aim to go the extra mile when it comes to satisfying your customers. In some ways, this is related to point four, use your intuition. Going the extra mile can take many forms depending on what business you are in. So allowing agents to use their intuition to guide them into doing the right thing can help transform relatively poor customer service into exceptional customer service.

    Are you going the extra mile for your customers? Why not contact one of Granby’s expert customer service specialist to find out. We’ll evaluate your customer journey to help you understand where your customer service levels actually are, then we’ll put together a plan to move them on to the next level. Get in touch with us today to discuss your next move.

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  • 05/02/18 Uncategorised

    Shoppers prefer to make final purchase decisions in-store

    Recent research by Pragma Consulting has found a strong preference by customers in buying products and making the final purchase decision in store. This highlights the need for effective omni-channel retail, to create a seamless experience with how a customer engages with your brand both online and offline. Effective in-store promotions allow you to target a primed and ready customer base who are willing to make their final purchase decisions in your store.

    The study by Pragma Consulting found that 53% of all shoppers said that they prefer to be in-store when making the final decision about which product to purchase. You can help your customers to make this decision by providing them with the correct information on your promotional marketing in-store and by ensuring that you have the right level of care and support for your customers. The study also highlighted the importance of after sales care and support with 76% of respondents stating that they head directly for the high street because of this greater level of engagement and assistance that they receive.
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    The shopping experience as a whole plays a significant part in this trend and the study found that those who are enjoying the shopping experience are 43% more likely to purchase than other shoppers. Impulse purchases were also found to be more likely in these individuals when they were in-store.

    While the use of stores as ‘showrooms’ and the practice of looking for competitive prices online is prevalent, store owners can take steps to prevent this from occurring with promotional marketing and good customer care. 32% of shoppers admitted to ‘showrooming’, but the increased likelihood of impulse purchases and the tendency towards purchasing for the enjoyment of the whole experience will help you to convert customers through promotional marketing, such as upselling or offering in-store only deals, which can boost return on investment and customer engagement with your brand. 3 for 2 offers, for example, can lead your customer to make more impulse purchases and net you greater gains.

    The news that shoppers still prefer to make final purchase decision in-store is great for brands and shows the potential power of shopper marketing. When a shopper enters your store, they are primed to purchase, and you should market appropriately to maximise your return on investment from that customer.

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  • 29/01/18 Uncategorised

    Granby are exhibiting at Packaging Innovations 2018


    After the great success of last years’ Packaging Innovations, Granby are pleased to announce that we will be exhibiting at Packaging Innovations 2018, when the show returns to Birmingham NEC on Wednesday 28th February.

    The two-day show is a great way for brands to meet the suppliers and discuss up and coming contract packing and handling and fulfilment requirements. If you want to meet us for a coffee and a chat, you can find Suzanne, Becky and Sharon on stand J32.

    We hope you enjoy the show.

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  • 29/01/18 Uncategorised

    The expansion of the physical store: changing retail landscape

    The way that people shop in stores has changed radically over the last decade or so. With the internet accounting for an ever-increasing proportion of retail purchases, physical stores are having to up their games. This has led to all sorts of new initiatives popping up on the high street, including live demonstrations, mock ups, in-stand ordering, and other features designed to draw in shoppers. According to IDG, by removing the chore of buying products that shoppers do not want to invest time in, through instant ordering, retailers will be able to create in-store offers that excite and engage shoppers. In this article, we’ll look at some of the biggest changes that have appeared over the last few years and the advantages that they are delivering for retailers.

    Image result for pop up shop

    Demonstrations and events

    Many stores are offering product demos, tastings and set up sessions that are designed to give shoppers a reason to visit their store, with the hope that they will pick up something on the way out. Like a good marketing campaign, these events shouldn’t be too sales driven, otherwise, you run the serious risk of putting people off. Instead, make the event fun and, ideally, make a series that will encourage people to come back again and again. These can even be money-making opportunities if you have the space to pull off a good event.

    Pop up shops

    Pop up shops are a great example of how brands are taking their products directly to consumers and showcasing them to the public. This poses particular challenges for companies that have not operated in a retail environment before. The supply chain can be a particular issue since if items do not arrive at stores in a timely fashion, sales simply cannot take place. If you are considering running a pop up store then it’s important to make sure that you’ve thought about all of these logistical issues before the opening day of your pop up store arrives. Otherwise, you may find yourself all dressed up with nowhere to go and paying a substantial rent on a high profile retail location that you’re unable to make a profit out of. Choosing a third-party logistics provider can be very advantageous in these situations as they already have the scale and setup required to do a good job for you and will save you from significant capital expenditure when you’re setting up the pop up shop.

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  • 19/01/18 Uncategorised

    Phone calls are still essential to customer service

    In the modern business world, customers have more options than ever before to contact a company. From channels such as email and SMS to social media, the number of ways they can reach you is vast. While these newer forms of communication have become more popular recently, the importance of the phone call has not diminished. Although it may seem a little old-fashioned to some in the current climate, it is still one of the preferred ways a customer will use to talk with an organisation.

    Why are phone calls still key to customer service?

    In essence, people like to talk to people! Humans are all social animals at heart and we crave that human contact of dealing with other people. Talking on the phone provides this connection and also allows a business to keep a human touch to its contact centre service. This all makes phone calls vital when constructing and maintaining a brand’s customer service strategy and maintaining strong customer relationships.

    Resolution of problems is the phone calls secret weapon

    When the many other channels of communication have been exhausted, then the phone call really comes into its own. Indeed, many customers still just prefer to talk to a live agent on the phone before anything else. This is especially true for any urgent or complex queries to discuss. Actually talking to a member of staff within a company makes customers feel more valued and also more likely to get their problem solved.

    Image result for phone call

    Recent figures make for interesting reading

    A Customer Experience report conducted by Call Center Week recently found that “live voice remains customers’ preferred communication channel”. Digging a little deeper, the reasons behind this conclusion from the report were startling. The most common reasons for making a phone call of the people asked were getting an issue resolved quickly (85%), making a complaint to a real person (46%) and believing that speaking to a real person gave more valid information (30%).

    The ‘Multi-Channel’ question

    In the marketing industry, the burning question is currently around solving the problem of multi-channel communication. Specifically, which channels of business-customer communication are the most effective and therefore should be focused on? This recent report from Call Center Week would suggest that the humble phone call is still a vital area of customer experience for companies.

    If you need any further advice in this area then get in touch with Granby . Our expert team have many years experience in the marketing sector and can help you use superior customer service to build your brand.

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