Establish Brand Loyalty for Your Delivery Service

While there are many delivery service companies in operation in the UK, those that command admiration, respect and loyalty from their customers are fewer in number. Earning a customer's loyalty can be a challenge, and it takes smart marketing and pertinent business decisions to enjoy the long-term effects of success. Here are three powerful tips to get the ball rolling.

Ask Yourself ‘Why?’

One famous marketer at a much-talked-about TED conference discussed how some organisations are better at building brand loyalty among customers than others simply because they ask themselves the 'Why?' before answering the 'What'. In other words, your marketing efforts should arise from your core principles (why are you doing what you’re doing) instead of merely being there to sell your products (the 'what').

Successful delivery service companies need to begin their marketing campaigns and efforts in this same way. For example, instead of plastering your marketing collateral with declarations like, 'We are the best couriers in London,' you should instead craft your messages to express your core principles. Statements like, 'We are committed to helping people avoid wasting time and resources', before proceeding to the hard-sell of your courier services will build trust and ensure potential customers will remember you better.

Craft Your Promos for Long-term Gain

The reason companies make discounted offers and other promotional efforts is to increase sales. As a short-term solution, such 'promos' are effective in creating sudden surges in sales revenues, as many people who may not even be considering your company suddenly have a reason to consider your services. Larger delivery service companies are not above this tactic - in fact, many of them engage in rebates or price-slash schemes in order to increase customer engagement. However, as even big companies realise, the effects are short-term, and you have to incrementally increase the offerings in order to get as much effect as time goes on. If you’re looking to build brand loyalty, you must look beyond short sighted tricks and instead focus on the kind of promotions that embody your core principles.

Build a Reputation for Excellence

Many organisations not only survive but actually excel in their business because they refuse to take the easy shortcuts to success. They don't try to trick customers or treat them shabbily and, instead, everything they do is carefully tracked and measured and decisions are implemented with a specific goal in mind. As delivery service companies are essentially service-oriented organisations, they are in both a vulnerable and advantageous position to directly influence their own success. Vulnerable because the business model depends on the perception of other people, and advantageous because the opportunity to directly interact with customers enables a chance to leave a lasting impression. For example, even the simple act of dressing professionally and behaving with courtesy towards even the most challenging of customers can go a long way to earning respect and a good reputation.

Your brand loyalty and business future are in your own hands – and you only get one chance to make a good first impression.