Almost nine in 10 UK businesses see delivery drivers as “brand ambassadors” who can add personality and have an impact on customer perception, a new survey has found.
The Mercedes Under the Bonnet report highlighted the importance of van drivers in brand image, with 27% of delivery drivers responding that they are acting as representatives of the company. Drivers are even answering questions on the company’s behalf.
Furthermore, 72% of van drivers now see themselves as the “new postie”. While, 62% of drivers have made more effort to become closer to the customers they come into contact with.
“The nation’s van drivers are becoming pillars of their communities – with most delivery people on first names with customers and service industries using van drivers as brand ambassadors, providing the personal touch for often faceless digital companies,” said Robert Veit, managing director for Mercedes-Benz Vans in the UK.
The report also stressed that new forms of ecommerce is driving change in the delivery sector. A large percentage of businesses surveyed (79%) predicted the rise in ‘social commerce’ will have an impact on trading over the next 12 months. Nearly half said they’ll have to employ the services of more van drivers as a result.
Veit added: “A new genre of ecommerce is accelerating – social commerce – fuelled by phenomena such as TikTok Shop and Etsy, which are producing multi-million-pound companies in a flash. Automotive brands such as ourselves are also part of this boom in ecommerce.”
We deliver!
Our editor picks some choice pieces from the analysis flow and sends them to your inbox every Wednesday. Dedicated research report previews will also come direct to you. Subscribe for the emails.
Why not join us on Linkedin and you’ll get the best updates on our research and analysis – UK, Europe and Global – in your feed.
