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Before - Diagnosis dire.
Sales in Yellow Express’ removals business had flat lined.
A generic transport website covering all aspects of Yellow Express including couriers and transport software was a major factor in this downturn – customers did not know what Yellows did.
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Before - Condition boring.
Yellow Express’ removals literature was wordy, contained no imagery and was lumped on one page with no product segmentation. Beng discovered most consumers can not visualise the size of a truck, let alone which truck they require for their move.
Why would anyone book off this?
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A new place to call home.
Beng reviewed the previous website’s statistics and realised one thing - no one hung around.
Beng designed and implemented an entire new website at an entire new domain dedicated to one thing - everything removals. The site was fresh and appealing to the urban professional and young family customer base Yellow Express was targeting.
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Simple arithmetic.
All competitors promote a stress free experience. Relocating is never stress free, but Yellow Express makes customers happy.
To convey the message Beng used a simple school-like formula to outline the size of the vehicles, value-for-money pricing and how Yellows leave a customer at the end of a job - all smiles!
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What’s in a name?
Beng defined individual products. A person shipping a washing machine won on eBay has a whole set of needs varying from a customer moving a 5 bedroom family home.
Beng retitled all Yellow Express Removal’s products with fun titles that defined the size of the move. Product pages, PDFs and HTML emails were created for each individual product.
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What’s right for me?
Consumers can not visualise truck sizes, let alone what will be right for their move. Beng designed online calculators that identified immediately the best product based on the submitted data.
As Yellow Express targets a young professional audience a “Quick Quote” was included to outline the best product from a few simple questions entered in less than 30 seconds.
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Simplified rate schedule.
Yellow Express had complex pricing, with weekend and extra men % loadings.
Beng scrapped everything and started again. Simple half hour rates, rounded figures and easy to understand weekend and extra men prices. Rates were also increased at the same time to reflect the new positioning.
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New presence.
The brand rejuvenation called for new vehicle signage. A bold yellow pantech was created that differentiated Yellow Express trucks on the road.
The new trucks are hard to miss and brand awareness of Yellow Express as a removals company has significantly increased.
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New branding drives sales.
Throughout 2009 while the housing market stifled and Yellow Express’ courier business struggled to maintain momentum, Yellow Express Removals thrived, increasing sales by a massive 63% over the same period since the brand relaunched from the past year.
Return on investment was gained in only two month’s trading, an outstanding result in troubled times.
Beng increases Yellow Express’ sales by 63%.
Motivation.
Yellow Express is predominantly known for its courier business; however it has operated a removals business for over 30 years.
A common website with no clear division between courier and removal services, dated sales literature and a tough global financial climate in 2009 had lead to a flat lining in removal sales. New competitors were entering the market place and gaining market share.
It was well and truly time for a rethink.
Diagnosis.
Beng completed a brand audit before rejuvenating and relaunching Yellow Express Removals. Reviewing existing communications, interviewing existing customers and discussing with staff turned up vital clues to the down turn; all marketing was text based and lifeless; the general website contained many unrelated products diluting the removals message; the pricing structure was complicated; individual products were not defined; and the dialogue to customers was no longer relevant.
Rejuvenation.
Beng concentrated on the design of a brand new website dedicated solely to removals, targeted toward the urban professional and young family market. The new site included bright colours, online tools for selecting the right product and easy to understand pricing. All products were clearly defined, and Beng developed new product variations. The brand statement “removals are simple” was implemented across the site and into an appealing school-like arithmetic equation: your move + Yellow Express = a happy experience.
Sales tell the tale.
Yellow Express sales jumped 63% in the same period as the previous year. Yellow Express spent no more than usual on marketing. The fleet grew to include two new vehicles. Online enquiries and conversions soared.
See more...
www.YellowExpressRemovals.com.au
From the client.
“People now call us already knowing what product they want, ready to make a booking. The sale has already been made before they pick up the phone.”