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

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in