Melanie Cheng-Kai-On is the Marketing Director at Purolator. She’s a passionate B2B Marketing leader who’s initiated amazing strategies across several areas such as sales, brand, customer segments, and products just to name a few. A true inspiration when it comes to leadership, she delivers results through innovative ways of problem solving and collaboration.
Can you give some brief details about yourself and how you started with Purolator?
I have been with Purolator for over 13 years now, and have worked in various areas within marketing. I am thrilled to be a part of Purolator team, and I love the company and the people.
For over 50 years, Purolator has been providing delivery services to Canadian businesses using our extensive transportation and logistics network. When you choose Purolator as your delivery company, you can take advantage of our extensive network and count on the best-in-class service and support. We provide a wide range of International and Canadian delivery services, to/from the USA and international delivery services.
I focus on three primary areas:
- Brand Strategy – how we represent ourselves to our customers in the market.
- My team – I manage the small/medium business segment of the market for Purolator. We manage 140,000 SMB customers. We offer marketing programs to help retain, grow, and acquire these new businesses, as well as supporting our sales team.
- Customer experience improvements – bringing new products, services to market and the innovative digital solutions to our customers to help make shipping easier.
What do you believe is the number one benefit for entrepreneurs to partner with Purolator? How can it benefit them in growing their business?
I think there are three key benefits for small business owners which differentiate Purolator in the marketplace.
- Reliability – we focus on getting our customer’s packages on time: when they want it and where they want it for their customers.
- Networking coverage – We are a Canadian company, and we service all of Canada from coast to coast. We help SMBs grow by giving them the ability to reach all these destination points in Canada, including urban, suburban, and rural. We deliver to 220 countries outside of Canada as well.
- Representing our customer’s brand – We treat every package with the same level of importance that our customers would. Our drivers provide the best in class service to our customers with the highest satisfaction. Our drivers are very loyal, and they have established deep customer relationships. They are professional and courteous. If a SMB is looking for that premium extension of their brand, they should use Purolator as their shipping partners.
Entrepreneurs face several challenges when it comes to marketing their products and reaching their target audience. In your expert opinion, what is the biggest challenge that SMB owners face when it comes to product marketing and how can Purolator help them overcome it?
For SMBs, Purolator is the shipping partner they can trust to deliver on all their shipping needs. We will take care of their shipping needs so that they can work on their business.
We work hard to make shipping easier for SMEs, and we offer easy to use reliable, trackable shipping. Regarding reach and scale, we give that same solution we offer to our large enterprise customers to our SMBs so that they are competing at the same level when it comes to shipping and meeting the needs for their customers.
What resources and programs can Purolator offer to SMBs?
Being a Canadian company, we work to support Canadian SME’s growth and success by offering various programs. One is our loyalty program called Purolator Business Rewards® Program, designed for Canadian small businesses, whereby the a more small business ships, the more they save. It’s a great offer for our customers. We also encourage innovation through grants and awards. For example, right now in the market, we are running a contest called a Dream into Reality for SMBs. There is an award of $15,000 for a small business owner. It’s a combination of $5000 in free shipping, $10,000 cash that would go back to invest in their business. All they have to do is tell us about their business and how they are using innovation to turn a dream into reality. We have received over 1500 stories to date.
We partner with other companies to offer educational webinars and content for SMBs. Last fall, we partnered with Export Development Canada, and we created an informative webinar on exporting. It’s an important topic for our small business customers as many of them are trying to expand into the US and other international cities.
What are the top 3 factors that entrepreneurs should look for when it comes to exporting their products outside of Canada?
The Purolator platform helps our customers build and expand their export strategy. We support that by creating access to US and international markets. We can help by providing insights on how to get their products where they want by showing them transit times, returns management processes, etc. We also have the expertise on ensuring cross-border customs clearance.
Our website provides many resources for SME’s in making their shipment easy and affordable. One of the best resources SMEs can find on our site is the Import and Export Resource Centre. You will find all the information you need on a variety of topics related to importing and exporting, including customs documentation, duties and taxes, and additional resources.
If you could give some advice to a business owner who is looking to grow their business across Canada, what would it be?
I advise SMEs to have a “customer first, customer-centric strategy”. Purolator puts our customers first. We continuously look to understand our customers’ needs, and we know it’s not a one-size-fits-all. Moreover, just as small businesses are unique, we offer unique solutions too.
On a final note, our readers love to hear about success stories. Can you tell us about a success story where Purolator helped a business grow successfully?
We hear these types of stories all the time from our front line. A great example is a recent story about how we are able to help the small business customer meet the needs of their customer in part from our support and our reliability and our network coverage. A customer of an automotive shop in Chilliwack, BC, had been without her car for a couple of weeks. It was going to take 2 weeks to get the part, and the client needed the car to get to a funeral, so it was very time sensitive.
He finally found the sensor in Montreal, and he was able to use Purolator to ship it from Montreal to Chilliwack with priority overnight service. So the part was delivered before noon the next day with our Noon guaranteed product. Purolator makes sure it meets the needs of those critical time-definite shipments. In the end, the automotive shop was able to install the part on time, helping the customer reach her destination on time. Purolator service providers go above and beyond to provide the best in class services to its customers.
Purolator Inc. is a leading integrated freight, package and logistics solutions provider in Canada. Celebrating more than 55 years of delivering its customers’ promises, Purolator continues to expand its reach and renowned service levels and reliability to more people, more businesses and more places across the country and around the world. Purolator is proud of its Canadian heritage and is focused on sustainably positioning itself for future growth and success. Purolator is also committed to contributing to the well-being of the communities it serves and where more than 12,000 of its employees live, work and play. For more information, visit purolator.com.