Case Study: Launching a Branded Delivery Service to Strengthen Customer Loyalty
Client Snapshot
A privately owned, premium home goods distributor based in the Atlanta area served a clientele with high service expectations. The company specialized in high-value, large-format home furnishings, particularly rugs, that were often too large for parcel carriers. Many shipments required LTL service. Products were long, rolled, and wrapped in plastic, which made them difficult to handle and prone to damage during transit.
The Challenge
Customers in the Atlanta metro area regularly experienced delivery issues when receiving products through LTL and parcel carriers. Damage rates were high. Deliveries were frequently delayed or missed. Semi trucks created access problems for residential and design-focused commercial destinations. Delivery staff from third-party carriers often lacked professionalism, and customers were left to dispose of packaging materials. These issues undermined the brand’s promise of a high-touch, premium experience.
The company initially set out to reduce damages by improving packaging materials and handling procedures. However, a cost and service analysis identified a more effective solution. By taking direct control of local deliveries within the metro area, the company could improve service quality, eliminate third-party carrier limitations, and deliver a brand-consistent experience.
The Approach
The metro area was divided into delivery zones based on ZIP codes. Delivery days were assigned by geography and order volume, allowing for efficient planning and consistent service. Areas with sufficient density were prioritized to support scheduled coverage without increasing cost.
Operational standards were developed to reflect the brand’s values. These included uniform appearance, professional behavior, and a consistent delivery process. Inside delivery became standard, which eliminated the need for customers to move heavy products or dispose of waste.
A low-cost routing tool was selected to optimize delivery sequences and reduce mileage. This improved route planning and enabled on-time performance without increasing operational overhead.
The Outcome
The branded delivery program launched successfully across the Atlanta market. Deliveries became more predictable and more professional. Customers no longer dealt with appointment windows, inaccessible trucks, or unfamiliar carrier personnel. The new process provided clear communication, a familiar team, and a clean, organized handoff inside the customer’s place of business.
Lesson Learned
Customer satisfaction increased significantly. The delivery process aligned with the brand’s image and removed several friction points that had previously affected the post-purchase experience. One customer wrote, “Your new delivery service has made me a customer for life. I don’t get this level of service from any of my other suppliers.”