Couriers Come Into Their Own At Christmas

The annual ritual of heading to the shops in search of Christmas presents for all and sundry is engrained in many people.

But it may soon become one of those things which marks out one generation from the next, as the senior members of society continue to head to the high street shops to get their presents, while the younger generation stays at home, and does all of its shopping via the internet.

In the eyes of many, this may not be a bad thing. But it is a prospect which has got many large town and city centre retailers worried. They don't want to be seen as old-fashioned, and their stores as a thing of the past. So they are pinning their hopes of keeping their appeal through the generations on what's become known as multi-channel retail.

This simply means making their goods available to people who shops in other ways apart from visiting their local high street or shopping centre, including those who are happy to trade off the ability to see and in many cases, handle the goods before they buy them, against the convenience of being able to order them from wherever they want, whenever they want, and have them delivered direct to their door.

Whatever the future has in store for our high streets and big shopping centres, the internet is not going to go away. So this has meant that retailers have to find ways of reaching out and attracting the attention of the growing number of people for whom shopping isn't one of their main pastimes, and who instead prefer to get their buying done as quickly, and with as little fuss and bother as possible.

But when a retailer expects to be able to win the trust, and the hard-earned money, of customers who might never set foot into one of its stores, a great deal is going to depend on the middle-man who will act as the link between the two the parcel delivery company, and specifically its van or lorry driver.

It's just as well then, that the courier firms realise this. They know that in addition to the physical goods, they are also carrying with them the good name of the retailer on whose behalf they are delivering.

If they get it wrong, and goods arrive late, or damaged, then both it and the retailer which has put its own reputation in their hands, will suffer.

That's why, this Christmas, much will be made of the delivery companies and their hard-working staff. And when the festive rush is over, they will be looking forward to putting their feet up for a well-earned rest ... before starting it all over again when the shops open the doors on their January sales.

by: Alan Trotter

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