UPS Access Points e-Commerce Click & Collect Launch
The Challenge:
UPS began investment in ecommerce 10 years before launch by innovating around their technology stack and ensuring it could deliver an online retail proposition. Many retailers now offer alternative delivery locations for when people are not at home to pick up their packages. UPS needed to launch globally and differentiate. They needed to make online retailers and consumers alike opt to use UPS as default delivery.
The Opportunity:
They researched the market to establish which were the right messages to resonate with online retailers and how many were using UPS, its competitors and why.
Taking the local market learnings, they needed to demonstrate the benefits of the UPS network of delivery [Access] points. The breadth of coverage, the unique technology, the convenience and the quality of outlet. To offer seamless integration enabled by UPS.
The Solution:
They targeted online retailers, encouraging them to seek more information and trial. Letting the e-tailers offer the innovation as a part of their own offering to their customers and to get the reviews for great delivery and services as well as for the products they were selling.
The launch sparked retailer engagement in each market in the era before e-commerce had become a mainstream mass-market service. Ease of access and brand reassurance from a global network capability has reaped rewards for UPS. It continues to grow, building on the Returns model which is so vital for e-tail customers.
