Graham Smith, head of strategic accounts at same-day delivery company Gophr, explains why bakers should be thinking about Christmas deliveries sooner rather than later if they’re to win over customers this festive season
“Given the cost-of-living crisis facing the country, bakeries and cake shops can be forgiven for focusing on the essentials required to survive. But they should not make the mistake of treating delivery as an afterthought this festive season.
Times may be tight, but consumer expectations remain high, and a well thought out delivery service can be both a key point of difference and an effective tool for sales growth.
For some small businesses, offering delivery may seem unrealistic, but it needn’t be. Using your own branded van might sound fun but working with a courier partner may be more cost effective. However, if you do have your own van, the right courier could even help you monetise it by allowing other local businesses to book a slot on your planned routes via their tech-enabled platform.
Don’t be thrown off by the surge in rapid delivery companies during the pandemic. They sound impressive, but customers don’t actually expect you at their doors within 30 minutes – what they do expect is a reliable, user-friendly service with a degree of flexibility. By following some simple steps, any business can offer this.
First, get moving now – don’t leave your Christmas delivery plans to the last minute. Shoppers will be busier at Christmastime so offering them real convenience has value. Starting to plan in November or later is a recipe for missed opportunities and frustrated customers.
Staff absence is sure to pose a headache for many businesses this winter, but a well planned delivery model can avoid the worst impacts
Before launching a permanent service, run a short pilot to identify obstacles. Any of the leading names in delivery may represent an easy-to-use, fully outsourced option; however, having your own delivery platform on your website or app will give you full ownership of your customer data, helping you tailor your offering.
Consider what level of service you want to offer. A flexible same-day service with delivery within two to three hours can be a competitive advantage, but is it necessary? If your festive sales are mostly Christmas cakes or panettones, for example, it might make sense to bunch deliveries into one or two days a week. Also consider which products you offer, which areas you can deliver to, how you measure success, and your marketing approach.
Staff absence is sure to pose a headache for many businesses this winter, but a well planned delivery model can avoid the worst impacts. Before engaging a courier, find out which systems they have to minimise disruption when circumstances change. And remember that communication is crucial – your customers should be able to track their order and contact the driver en route.
This Christmas will be challenging for many of us. But when all businesses are faced with the same uncertainties, yours still needs to offer something to stand out. Things have changed, but no one is asking for less choice and convenience in how they shop.”
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