Like in the majority of workplaces across the world, coffee is a staple of the working day here at GoldSand Digital, but not any brew will do, as we’re strictly a Pact environment – and not just because of the delicious coffee.
The solely online retailer, Pact, is a coffee club that delivers a different coffee from around the world each month in much the same way companies have enjoyed success selling music and wine in the past, but Pact seem to have hit on a formula that could prove to have greater longevity.
The tasty brew has certainly garnered praise in the office, but it’s the company’s approach to customer service that has equally won approval and drawn parallels with how the automotive industry is taking the first tentative steps towards a similar online presence.
As producers of digital content for a range of automotive retailers across the country, at GoldSand Digital we’re all acutely aware of the industry’s gradual progression online, and Pact is a flag bearer of how it can be done.
Coffee and content
Each batch of coffee is delivered with a slickly designed mini magazine, which is informative and conversational in tone, and promotes a level of engagement despite the potentially distant process of ordering online.
Here at our agency we produce a similar service with a series of digital ‘Handover Packs’ that are designed to promote a similar level of interaction and also inform customers of the latest products and offers when they buy a car, in the same way as Pact.
And the automotive industry has embraced the idea of reaching out to an online audience through features such as CitNow’s innovative video presentation that offers a personalised short video tour around a prospective car, and the Value My Vehicle feature that can offer an instant quote on your current car.
However, Pact is a shining example of what a solely online service can provide, as two days before a delivery, customers get an email asking whether they still want a new bag. People can also request emergency bags, cancel orders or pause the service via Pact’s app.
On call
Communicating with clients is a top priority. After receiving your purchase they’ll call you up to discuss the coffee and endeavour to promptly respond to any emails.
This helps put a human face on what could otherwise be a cold service, and the car industry is beginning to embrace online services. It has yet to reach the same audience with the coffee company achieving a turnover of £1.74 million, but the emergence of services like Ridgeway’s Showroom Window and Value My Vehicle show a progression that could lead to an entirely online, customer focused service.
Check out our friends at Pact here, and get feel free to talk to us at GoldSand Digital about taking a fresh approach to content, communication and customer service by clicking here.