CanadianSME discussed competency, capability and care, Purolator’s core strategies with Stacey Cummings, Head of Customer Solutions Marketing, and she also talked about how Purolator is helping small businesses.
As Head of Customer Solutions Marketing at Purolator, what can you tell us about some of your responsibilities and your role within the company?
Well, I may be biased, but I believe I get to work with the best team at Purolator! My team is responsible for marketing, end to end, across the customer journey, including acquisition, retention, content marketing, events and vertical marketing. This includes everything related to the very important segment – small business customers.
How would you best describe Purolator’s marketing strategy?
We use three simple ways to describe our strategy: competency, capability and care.
We are the best at what we do as a company, so it’s really conveying those messages in all of our marketing tactics. We don’t need to overpromise, exaggerate or make extreme claims, we are true to ourselves and we want people to trust that.
What are some of the initiatives that Purolator has implemented that has benefited small businesses?
We have worked diligently to really understand our customers’ needs. From research, to focus groups, to email correspondence – yes we actually respond – we try to get better every day at being in our customers’ shoes. This has led to better and better resources for the small businesses we work with, such as content and advice, partnerships that bring value to small business owners, exposure for SMB businesses through our channels and improved services, such as shipment pickup at their locations and easy billing solutions.
The current COVID-19 worldwide pandemic has affected many small businesses. What are some of the measurements that Purolator has put in place to help small businesses during this time?
Early on in the situation, we kept in very close contact with the customers we have relationships with – we wanted to know what was happening in their businesses and what we could do to help. We compiled some of their common questions, such as how they could become quickly e-commerce enabled, how could they protect their customers and still deliver safely to the door and what other resources are available to them. This led to the creation of a new resource section of our website at https://www.purolator.com/en/resources-small-businesses-during-covid-19, where we have included the answers to these questions and more advice our customers would give to other small business owners.
On a final note, what advice can you give to SME owners that can help them during the COVID-19 outbreak?
I know first-hand that this time has been extraordinarily challenging, as I have watched my husband guide his small business through unique ups and downs throughout the last few months. The best advice I can give is to reflect on the fact that there are no right or wrong answers right now – this is completely new territory for everyone. Every question is a good question and ask many, help is out there.