Fastway marketing chief: Making the switch from B2B to consumer connections

New head of marketing, Simon Sproule, talks about how he's helping the logistics company become a consumer-focused organisation

The rapid growth of ecommerce in Australia has opened up a lucrative new opportunity for Australia’s logistics industry. But for many of those companies, who previously were deeply entrenched in the world of business-to-business relationships, the switch to servicing consumers has required a switch in customer service mindset.

Hence it not surprising that the new head of Fastway Couriers’ marketing team brings extensive business-to-consumer experience.

Simon Sproule has joined Fastway as global marketing manager after a career with consumer-oriented brands including VideoEzy, Freedom and Pizza Hut. He has also owned and operated a national online marketplace for buying and selling building, pest and strata inspections, called Buy Smart.

Sproule started at Fastway part-way through the redevelopment of the company’s business model to become more consumer-focused, which includes recruiting retail outlets such as newsagents and video rental stores to become pick-up and drop-off points, under the brand Parcel Connect.

“If you look at the explosion of e-tailing, it is changing the face of the logistics industry,” he tells CMO. “We’ve now got to come to grips with the sheer number of customers that we have, so we have to look at what the pressure points are.”

One of the clear pressure points is customer service – an area where many B2B logistics companies have struggled. To combat this, Fastway’s has invested in building Parcel Connect, with Sproule hoping to launch the 500th location this year.

“We have to work out how we deliver a better service, and how we deliver a perceived better service, which means making sure we get the right information to customers at the right time,” he says. “And that will involve a lot of automation. The expectations of consumers are getting harder to meet, and the expectations of what they are prepared to pay for that have not increased.”

The bar for logistics companies was raised even higher in December when Amazon announced it would be offering one-hour delivery on its Daily Essentials products for customers in New York’s Manhattan borough.

“[Consumers] are expecting almost as quick an experience as shopping in bricks and mortar, certainly in larger metropolitan settings,” Sproule says. “That’s the challenge for the industry: To do that in a cost-effective manner.”

As for reaching new customers, Sproule says much of his efforts will be focused on digital channels.

“We have quite a lot of knowledge about our customers and the type of people who could be our customers, so I think that’s where we’ve got to play,” he says. “That’s where our customers are - if they are in to ecommerce they are going to be online.”

With much of Fastway’s business coming via the relationships it forges with retailers, maintaining a high level of customer service will be essential in maintaining relationships with those B2B customers.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in