How To Build Aspiration with Product Delivery

The Relationship Between Aspiration and Product Delivery

Brand owners understand the Aspiration of their brand through the level of specialness people feel it possesses. When it comes to product delivery, there are various strategies a brand can put in place to make the moment of arrival a memorable one.  
 
Increasing your brand’s Aspiration through Product Delivery means looking across the manner and the methods by which your products are delivered. Then it’s all about digging into the customization capabilities of your supply chain network to make the actual product drop magical. 
 
So, if you’re looking to increase your brand’s Aspiration through its Product Delivery, take into account the following: 

1. How can I make the delivery format special? Products and packages come in all shapes and sizes. However, to drive your brand’s Aspiration with the delivery of a product, you should consider what you can do to the product itself to make that moment special. Creating a seductive sense of excitement on the outer packaging or creating a sense of mystery around what’s inside both boost anticipation up until right before the product is first experienced. Adding a bit of flare and unpredictability to the experience will make the moment memorable and special for the receiver. 

2. How can I make the method of delivery special? Whether your product is purchased in-store, online, or as a service, the company you use to deliver your product says something about the relationships of your business. Delivering by standard mail versus delivering via courier does make a difference. If the product is expensive and will be purchased infrequently, over-investing in how that product arrives and from whom it is distributed will affect the image of your brand. Therefore, it is quite important to realize that the purchase journey does not stop at the “buy it now” button. The experience continues through the moment the product is delivered and at every stage in between there is an opportunity to drive aspiration.

3. How can I personalize the delivery approach? When it comes to Aspiration, often there is a sense of exclusivity. Using Product Delivery, this can be achieved by customization. A personalized thank-you message from the brand inside your delivery is a simple and cost-effective way of making the customer feel special. Alternatively, making the customer feel part of a community through a welcome note or leaflet explaining more about the brand and its benefits is another. While the latter is not a customized message, it still achieves the goal of making the customer feel like they are entering a special relationship with your brand. 

What should you do next?

• How can I personalize the delivery approach? When it comes to Aspiration, often there is a sense of exclusivity. Using Product Delivery, this can be achieved by customization. A personalized thank-you message from the brand inside your delivery is a simple and cost-effective way of making the customer feel special. Alternatively, making the customer feel part of a community through a welcome note or leaflet explaining more about the brand and its benefits is another. While the latter is not a customized message, it still achieves the goal of making the customer feel like they are entering a special relationship with your brand. 
• Consider the relationships you have with your product delivery service. Is their image in line with your brand image? The person or crew who delivers your product and their degree of professionalism is a reflection of your brand. Making sure they fit your own brand’s aspirations.  
• Determine whether there are opportunities to personalize the product upon delivery. Thank you or welcome messages are just a few ways you can make the customer feel a part of something greater and are a nice surprise, creating a “delight” moment to drive a product’s specialness. 

How to determine if it’s working.

• When you make enhancements to your product delivery, observe the change of your Aspiration over time. Keep an eye on your brand’s Aspiration before, during, and after the product delivery change to determine how your aspiration has improved with those supply chain changes.
• It is also important to monitor the repeat purchase of your online sales post-product delivery enhancements to see if the changes you made drive people back to your brand. A more enjoyable delivery experience will not only make your brand feel more aspirational but it will keep people coming back for more. 
  
  
  Guidance from:
  Michael Coden | Head of Marketing, ProQuo AI
  
  Michael has spent 10 years developing and building brands across the US, Europe and Australasia for global companies.