DHL Express has launched “Where Everything Clicks,” a global digital campaign to grow its e-commerce business and guide web merchants as they access the fast-growing global marketplace.
The logistics company is aiming its campaign at companies ranging from start-ups to large enterprises, advising them on how to enhance international e-commerce shipping capabilities and how to target internet-savvy buyers like millennials, 68 percent of whom are likely to choose a retailer based on delivery options offered, DHL said. DHL noted that it helps sellers navigate an increasingly international landscape, in which 70 percent of online buyers made a purchase from an international site in 2017, 6 percent more than a year earlier.
“International e-commerce is growing at a remarkable pace and we want our customers to grab their share of the market–that means adding value to their e-commerce proposition,” John Pearson, CEO Europe and head of commercial for DHL Express, said. “Our customers’ success is closely tied to their buyers’ satisfaction with the delivery experience and the delivery options offered. DHL has developed services that both enhance the customer experience and that support web merchants as they access new markets. Our global marketing campaign will showcase those services, from On Demand Delivery with its flexible delivery options for buyers to intelligent website analyses tailored to merchants.”
The “Where Everything Clicks” offering includes how-to videos, white papers, customer insight and trend videos. The campaign will reach multiple online marketing channels, including organic and paid search, rich ad placements, programmatic advertising, online public relations and influencer marketing. DHL Express has kicked off the campaign in the U.S., U.K. and South Africa, and has plans to expand to China, Germany, Mexico and other selected markets in the second phase, and even further from there.
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With DHL’s added insight, customers can review online shoppers’ purchasing habits, including delivery preferences, and understand how to use this information to increase sales.
“We want to educate current customers and to convert potential international web merchants,” Pearson said. “We’re convinced that cross-border e-commerce has a huge upside that many merchants, B2C and B2B, have not yet tapped. Our aim is to support web sellers as they go global and to stand as the international express provider of choice for e-commerce.”
DHL said that by using advanced market intelligence tools, it can quickly identify shopping sites that receive traffic from international locations and flag potential sales outside of the seller’s core market. It can also compare website engagement metrics to those of competitors, identifying opportunities to reduce bounce rates with the addition of a cross-border express delivery option. Merchants will also have access to learn how to optimize their websites for international sales, using shipping options to create a competitive advantage.
With On Demand Delivery, buyers are notified through email or SMS about a shipment’s progress. Receivers can then schedule delivery for another day, arrange delivery to a nearby DHL Service Point or an alternate address, and request that a shipment is held during vacation. DHL Express offers On Demand Delivery in over 100 countries, with about 50 more coming this year.