Online ordering has helped to bring new life to the traditional doorstep milk delivery, says Dairy Crest. Now it’s extending the reach of its milk&more service, which hit 250,000 sign ups in March this year.
It’s appointed search marketing agency Tug to deliver an online marketing campaign aimed at increasing awareness, generating higher volumes of traffic and new customer signups. The campaign will include search engine optimisation, pay-per-click, and affliate management.
Milk&more, launched last year, allows customers to order milk, bread and other groceries as late as 9pm for next-day doorstep delivery on up to six days a week, depending on their postcode.
Danielle Thompson, of Dairy Crest, said: "milk&more has been a great success since we launched last September. We have transformed the traditional delivery service, improving the efficiency of door-to-door deliveries while maintaining the traditional milkman round.
“Tug's integrated, creative search marketing approach, will allow the business to target new prospects effectively, while creating efficiencies through streamlining the agency relationship - consolidating three key marketing channels with Tug."
Nick Beck, managing director of Tug, said: “milk&more has invigorated a very traditional British institution and made it accessible to a new generation of consumers. Our aim is to extend brand awareness and sign ups by owning as much real estate as possible on relevant SERPs."
Our view: It’s great to see a traditional service repurposed in a way that really suits 21st century living. We foresee a much larger take-up of this service before long – for what could be more convenient than ordering the night before for next morning doorstep delivery?