Are online retailers delivering for customers?
In Stats
503,560
PR results
13,722
Paid social results
Key Results
Broadcast interview with CNBC for a UK audience
11 pieces of coverage across retail, health and beauty and fashion media for the Peak Campaign
43 LinkedIn advert conversions
Delivered consumer research, a whitepaper and paid social advertising to generate leads
Tags
Date Feb 2019 – Dec 2019
PFS is a US-based logistics company that helps online retailers pick, pack and ship their customers’ orders as well as handle returns and customer care. It’s the faceless company behind the brands it serves. If everything goes smoothly, the end customer never knows of PFS’ involvement. In fact, its brand logo is a chameleon because it adapts and changes to become part of its customers operation.
The problem
Looking to grow its client base outside the US, PFS realised it needed to raise its profile in the UK. Without a steady stream of news or customer stories to announce, PFS needed to become a thought leader in order to raise its profile in the UK. It needed an agency that could create and tell compelling stories. To do this we created the Peak Campaign to grow their profile during the busiest shopping season of the year.
The solution
We created a PR plan that revolved around thought leadership, telling stories that would resonate with both the media and PFS’ target clients. The articles positioned PFS as leading the field in innovative fulfilment solutions but also having a wide breadth of experience and expertise.
At the centre of the PR plan sat the Peak Campaign, looking at the high shopping season – from Black Friday to Christmas. We worked with our sister agency, Arlington Research to study consumer opinions for PFS about online shopping and customer expectations, resulting in a study of 2,000 UK consumers.
This led to the creation of a whitepaper, which asked the question: are online retailers delivering for customers? It revealed that delays in the delivery process were frustrating shoppers and letting the e-commerce process down.
The gated, downloadable asset was hosted on a dedicated PFS landing page and drove traffic to the PFS website. On top of that, it increased lead generation to the sales teams. We amplified this report with supporting PR and social selling campaign on LinkedIn, marketing blogs and CRM email creation.
