34
CASESTUDY
KIDDICARE DELIVERS
EVERY TIME
Kiddicare, the largest privately owned nursery supplier to the UK
public, has introduced a SMS text message-based system to boost
customer service and ful� lment levels for its successful online
channel, kiddicare.com.
W
ith 80 per cent of Kiddicare’s annual customer is available to accept the delivery. Returned
turnover, which is on target for £35 or failed deliveries cause delays and problems for our
million, from online sales, kiddicare.com customers, our staff and the delivery company. The
We have
prides itself on providing a secure, committed, reliable best way around this is prevention rather than cure.”
noticed a
and trustworthy online nursery business. Kiddicare utilises Esendex’s standard application
signi� cant
In order to improve customer communication programming interface (API) to integrate with its
further and remain an innovator in its � eld, Kiddicare existing systems and automate the sending of customer
improvement
teamed up with business SMS specialist, Esendex, to dispatch texts. The outbound-only text delivery system
in our delivery
offer a tailored text messaging service. The challenge means Kiddicare customers are kept fully up to date
rates, which
was � nding a comprehensive provider to integrate with the status of their order and can make changes as
with Kiddicare’s existing systems and reliably handle the required.
is excellent
required amount of SMS traf� c. “At the point of order, the customer inputs their
news for our
Kiddicare uses a third party delivery company mobile number in the Kiddicare checkout system. As
customers, our
to deliver its goods purchased from kiddicare.com. soon as the goods are dispatched from the warehouse,
Therefore any customer communication system had the customer receives an SMS to say their order is on
staff and our
to integrate with the existing sales database and its way. If we only have their landline number, this is not
suppliers
warehouse system to ensure smooth operation not a problem as the Esendex system sends the message to
only internally at Kiddicare, but also with its chosen this number, where it is converted to a voice message
delivery partner. for the customer to retrieve,” added Weavers-Wright.
In 2005, following meetings and product To validate the communication, the messages are
demonstrations, Kiddicare trialled a two-way SMS “Kiddicare” branded rather than displaying a mobile
product information service using the Esendex system. number or short code to keep the customer informed
But it proved time consuming for Kiddicare staff about their order. A send-only service of this nature
and customers really did not require such a service, ensures Kiddicare keeps a tight handle on customer
especially as kiddicare.com offers stock availability delivery changes through the appropriate order
information. channels to save staff time and possible inconsistencies
Scott Weavers-Wright, partner at Kiddicare from the customer.
said: “One of our key performance indicators in “The Esendex API is very intuitive and integrates
e-commerce is ensuring that home deliveries are made well with our existing business applications,” she said.
ef� ciently. This means being on time and ensuring the “It’s reliable and with outstanding availability. It really has
helped keep our customers happy, which means we
can get on with running the business and maintaining
excellent service.”
Since implementing the Esendex system, Kiddicare
has seen a 30 per cent reduction in its carded missed
deliveries rate, which is where the delivery company
has to leave a card if the customer is unavailable to
receive the order.
“We have noticed a signi� cant improvement in
our delivery rates, which is excellent news for our
customers, our staff and our suppliers. Customer
feedback has been overwhelmingly positive about the
text messaging system and we continue to look at ways
to improve this further still,” concluded Weavers-Wright.
RETAIL TECHNOLOGY NOVEMBER 2008
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