Project
Customer acquisition in the SME market
Inspired thinking
Are deliveries really the main product of Parcelforce Worldwide or is there something we're missing? This is a highly competitive B2B market with little brand loyalty and a general reliance on price, so we need a believable proposition to build confidence in the brand.
What we did
- Created format enabling controlled testing of very different incentives
- Achieved effective product differentiation in a highly competitive market
- Developed a proposition based on strong service, not price.
Results
Far outstripped targets with a ROI of £54 per £1 invested.
