E-Retail - Using home delivery as a service differentiator and strategic marketing tool

Abstract

This paper proposes to marketers engaged in e-Retail marketing, the importance of using the quality of their organizations home delivery service as a means of differentiating their online offer to drive new sales and retain existing customers. The paper will provide marketers withan insight into the delivery needs of consumers - what they want and what is valued;a snapshot view of how the market is responding (or not) to these needs and the opportunity this creates;the costs associated with not meeting consumer's expectations, highlighting the opportunity to reduce these costs and contribute directly to the organizations bottom line;guidance on how to go about benchmarking the organizations delivery offer;ANDaccess to best practice to improve the organizations delivery offer.The paper primarily references the latest research from IMRG, supported by other relevant data, and the Internet Delivery Is Safe Gold Standard, the new industry home delivery accreditation, as a marketing tool. IMRG is the UK's e-Retail Trade Body and has as its objective to maximize the commercial potential of online shopping. It is a member organization providing professional networking, market intelligence and information and industry standards and best-practice programmes in support of this goal. © 2010 Macmillan Publishers Ltd.