Case Study - Delivery of Lambert and Butler Brand Awareness Umbrella
Background
Imperial Tobacco wanted to deliver 700,000 brand awareness umbrellas to adult smokers held on their database in the United Kingdom.
The Delivery Operation
The service included collection of the umbrellas, address management, quality checks, and delivery to specified addresses, returns and consultancy.
On arrival in the UK, the umbrellas were immediately distributed to the Field Stations set up in the delivery areas. Under the close supervision of experienced Field Managers and following strict security procedures, the umbrellas were labelled with the recipients’ details and then allocated to the individual deliverers. Deliveries were then made in accordance with the Post Office Address File (PAF) and Imperial Tobacco’s own database.
Timescale
It only took Deya 6 weeks to set up the distribution and the umbrellas were all successfully delivered within 2 weeks. Adhering to this timescale was crucial due to the approaching deadline for the ban on tobacco advertising.
This is what Imperial Tobacco had to say:
Deya, who are they? Well that's what I thought when they called me. But thank goodness they did. I soon found out that Deya were the complete answer to my distribution management problem.
I had a total of over 40 containers of branded umbrellas arriving and an immovable target date only weeks ahead for distributing to over 700,000 addresses of adult smokers and my major distribution players just having pulled out on a too difficult to do basis. The containers were on their way but there was nowhere to unload them and store them and no method of distribution.
Enter Deya. They were up and running in no time at all handling and managing everything from secure receipt of unlabelled stock in containers to door step delivery, which commenced only 6 weeks after my sign off.
The task was completed on time in a fully professional manner, fully auditable, and cost effective too!
Keith Tatham - Purchasing Manager, Imperial Tobacco Limited UK