Challenges Journalists to Break its Service

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New white goods retail website is looking for journalists to test its delivery service.

We want to find some who can help us prove that we can deliver a fridge freezer or range cooker the day after it's ordered

The site, which is owned and operated by the DRL group, promises to deliver large kitchen appliances like washing machines the day after they are ordered so long as the order goes through before 7pm. As this is such a step away from traditional online retail – where large or bulky orders take anywhere between 2 days and 2 weeks – the site is asking for journalists who can push their delivery service to its limits.

“We want to find some who can help us prove that we can deliver a fridge freezer or range cooker the day after it’s ordered” says Andrew Kirkcaldy, marketing manager at DRL, “After all if we can do that then there’s no reason the same principles can’t be applied out to other industries.”

The delivery model is not entirely untested. The logistics have been trialled on DRLs other sites but whether the infrastructure can withstand the stress that Next Day Appliances will place on it remains to be seen.”

The site is looking for three journalists to act as mystery shoppers – going through the same decision making, ordering and delivery process as a regular customer. In every way they will be treated exactly the same as a regular customer with the exception that they will be reimbursed for their purchase afterwards.

“Who knows” says Andrew Kirkcaldy, “maybe one of them will find a hole in our system. But I doubt it.”

Notes for Editors
DRL was established in 2000 as an online white goods retailer and in 2009 acquired Expert Logistics; they now benefit from their own dedicated delivery fleet and employ over 420 people in their Bolton & Radcliffe based offices. The company’s client list includes Boots, Marks and Spencer, Next, House of Fraser, Debenhams, B&Q, Argos, Empire Direct and Screwfix, as well as distribution clients such as Tesco. DRL also has its own retail websites, Appliances Online and Appliance Deals and customer review site, Appliance Reviews. In 2008 DRL was ranked 28th in The Times Fast Track 100 for sales growth.


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