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

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRdsfjhsd jfhskjdhfjsdhfkjhsfdjksdf...

Julia Suzi

Isentia takes reputation analysis mainstream

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRsdfhsdkj fhksjdhf djfheowiruoiuweoirer...

Julia Suzi

5 fascinating facts about the CMO50 2019

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRtkjrh kjewhrjhwejrhweoioruoiurew...

Julia Suzi

How Aquila is rebranding for the casual bloke

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRdsfksdjf lkjsdlfjksdf

Julia Suzi

First pics: CMO50 2019 dinner - Slideshow - CMO Australia

Read more

https://www.google.com/sear...

Julia Suzi

CBA, NAB, Telstra sign on for AI ethics principles trial

Read more

Latest Podcast

More podcasts

Sign in