UPS Launches Industry First by Delivering Premium Offers Direct to Consumers
Residents of five American cities will have something new to open along with their UPS packages this week.
UPS is piloting a first-to-market service called UPS Direct to Door, delivering premium offers and samples from some of the nation's most sought-after brands and retailers to recipients of UPS residential shipments. UPS will deliver these exclusive offers to homes in select ZIP codes in Chicago, Dallas-Ft. Worth, Miami, Phoenix and Washington, D.C.
"As marketing channels evolve and consumer choices increase, we need new touch points to connect with customers," said Pat Connolly, executive vice president and chief marketing officer, Williams Sonoma. "With a UPS Direct to Door delivery, we're reaching an active consumer, an important factor for increased response rates."
The offers will be packaged in a custom-designed UPS Direct to Door Pak and delivered to residents in the test ZIP codes who are receiving a small package shipment that day. Each Direct to Door Pak can contain approximately 12 offers and samples from UPS customers.
"Retail marketers are looking for ways to make their messages stand out," said Casey Chroust, executive vice president of retail operations, Retail Industry Leaders Association. "UPS Direct to Door serves as a very unique and targeted marketing approach because messages are personally delivered to the door, which makes the delivery special."
"And everyone is familiar with the trusted face of their UPS driver," noted Lisa Lynn, director, UPS new product development. "Our drivers have great relationships with customers they see every day."
"Traditional - and even newer - channels are facing challenges," Lynn continued. "In fact, Forrester predicts that marketers will waste $144 million on e-messages that will never reach their primary targets. With UPS Direct to Door, we can provide our retail customers a new and different delivery channel for their brands. The service is another way we're constantly pushing the envelope for our customers to help them succeed in an increasingly competitive marketplace."