The bespoke research and audit process involved placing orders with each of the UK’s top 50 direct to consumer (DTC) brands. From here, Diffusion and parcelLab analysed each aspect of the purchase experience, including the delivery options offered, the ease of returns, the level of communication with customers, and the sustainability practices of each brand. The DTC reports uncovered some stark shortcomings amongst brands that are typically renowned for being disruptors in their field: just 4% of brands offered a carbon neutral delivery option, 62% did not offer a next-day delivery option, and only 10% offered a click and collect service.
This analysis of brand performance was then overlaid with consumer sentiment research to create a multifaceted campaign that provided a reality check for where the retail space was, promoting parcelLab as the solution to poor customer experience. Diffusion contextualised the insights gathered by relaying the media narrative, dovetailing the content of the campaign into the wider news agenda and generating major national and broadcast coverage in the process. Impending Brexit deadlines, media focus on sustainability through COP26, as well as the HGV driver shortages and broader global supply chain issues all provided the backdrop to ensure the research was relevant.