Will you drive your customers towards you or away from you?

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How easy is it for you to get your product or service to your customers?

Tesco, one of the world’s most successful retailers, have just released a new service which makes it easier for their customers to buy from them.

They were one of the first supermarkets to shake up the “outbound logistics” of their value chain when they launched tesco.com a few years ago. Their website has now gone on to be the most successful grocery retailer website in Europe and they currently deliver shopping to more homes than any other grocery retailer in Europe.

But they have now gone a step further and introduced another clever option for making it easier for customers to buy their products.

They have identified that some people want the convenience of buying their groceries on the internet but don’t want to have to wait at home for the delivery during the 2 hour “delivery window” that Tesco offer.

Busy executives for example, may not want to have to walk around the shop or wait at home for the delivery. A good alternative for them would be to order their shopping at any time of the day and then pick up their groceries on their way home from work whether this is at 6 pm or 10 pm.

As a result Tesco are piloting “drive through shopping” at some of their stores.

This works by the customer making their order online and then driving to their chosen Tesco store to show their order reference number and then pick up their shopping. In fact, they don’t even have to physically pick up their shopping as their groceries will be delivered to the car by a Tesco employee.

Tesco are charging a “pick and pack” fee of £2 per order for the service.

A nice idea by Tesco to make it easier for people to buy from them and raises the thought as to what other companies could benefit from providing “drive through shopping”?

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Would you use chicken flavoured washing up liquid?

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The German FMCG company Henkel has been established for 135 years. It has nearly 50,000 employees worldwide working in 3 business areas: Landry & Home Care, Cosmetics/Toiletries and Adhesive Technologies.

Oh, and in the near future it may well have chicken flavoured washing-up liquid…

Crowdsourcing ideas is a very topical subject at the moment. The concept behind Crowdsourcing can be found in its name where it is literally a “crowd” of people who source an idea.

The well known washing-up liquid brand “Pril” is one of the brands of Henkel. It was due a bit of a facelift and Henkel launched a campaign on the internet whereby people could design their own label for a bottle of washing up liquid.

People could load up their designs onto a website and the two designs with the most votes would go into production.

The website where people could create their designs was created with various predefined graphics to use. These graphics were fairly standard “stamps” of items such as flowers and birds which would typically be found on a label of a washing-up liquid bottle.

However, one particular individual by the name of Peter Breuer noticed that as well as the pre-defined stamps there was also a pen function. He then used this pen function to design a washing-up liquid bottle label with a chicken neatly drawn on it.

Mr Breuer is a copyrighter with a significant Twitter following and he asked his followers to vote for his design.

As a result it soon shot to the top of the voting lists.

Interestingly though it also resulted in a rush of other designs with how can I say it, but limited flowers and birds on them.

The competition is still going but the current most voted for design is shown to the left and clearly doesn’t have too many flowers and birds on it.

I guess that this is a lesson for companies that are thinking of running crowdsourcing competitions. In the future it may be an idea to get a panel of judges to choose say the top 10 entries with the public voting for the winner.

Then again, there is a saying that “there’s no such thing as bad publicity” so if people end up buying chicken flavoured washing-up liquid later this year then Henkel will surely have something to crow about.

 

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