Turning a global eCommerce fulfilment provider into a thought leadership giant
In Stats
Over 400
Pieces of coverage in key target UK and US national and trade media outlets
Over 2 billion
Readership value
Key Results
Tags
Date 2023
The Challenge:
To position the PFS business as a leading global eCommerce fulfilment provider in the UK and US and create cut-through in the media by leveraging key spokespeople as experts in the field of eCommerce order fulfilment operations.
Our client:
PFS is a premier eCommerce fulfilment provider, supporting B2B retail brands across the beauty, fashion, sportswear and logistics verticals. PFS facilitates each operational step of an eCommerce order in support of DTC and B2B brands and retailers.
Our role:
PFS partnered with Berkeley UK in 2018 to broaden PFS’ brand awareness and leverage the business to become a thought leader in the eCommerce retail space. After seeing exactly what the Berkeley team could achieve, the Berkeley US team was onboarded in 2022. A hub model was then established in 2023, run by the UK to create a unified approach and cohesive brand narrative across both UK and US regions.
The strategy:
We set about establishing a hard-working media relations programme to introduce PFS to the UK and US media and build relationships with key journalists at top tier publications. A reactive and proactive press office has leveraged PFS’ expertise and commentary on industry topics and new trends relevant to the sector, spanning cross-border transport, AI and drone technology and order fulfilment. We have built a robust thought leadership programme across UK and US markets, securing interviews with PFS spokespeople on a range of relevant industry topics in target national and trade publications. We commissioned yearly research projects delving into consumer habits and spending to help drive further PR insight and traction. In 2022, we developed and integrated an SEO strategy to underpin and complement the PR programme and measure website traffic and ROI.
The emerging story:
PFS is now a thought leader and go to contact for media inquiries in all emerging and establishing trends and processes in the order fulfilment space across the UK and US markets.
Results:
Since the inception of the partnership in 2018 a consistent drumbeat of quality coverage in key target UK and US national and trade media outlets has been achieved. A number of research projects identifying consumer trends and other topics impacting the eCommerce industry, like sustainability, has enabled PFS to add to the eCommerce the conversation and become an established leading voice in the industry. After nearly six years working with PFS, we have established a strong relationship built on trust, the consultancy we offer, and our shared love of storytelling.
