If you’re in the business of designing and selling products specifically meant for deer hunters, then it’s probably smart to focus on improving sales in regions, well, where deer hunters live. That’s the reasonable strategy arrived at by one Wisconsin-based producer of clothing, gifts, and gear targeted at deer hunters and their families. The family-owned company has been in business for the last 15 years and has had great success building its brand throughout the United States.
As the company considered a path for growth, it seemed the Canadian market would be a logical place to start. After all, the U.S. and Canada share a border, a language, and a commitment to cross-border trade. And Canada is home to a significant population of dedicated deer hunters. So what could go wrong?
Well, as the company soon learned, a lot can go wrong, especially if you treat Canada-bound transactions the same as intra-U.S. shipments.
In the initial phases of its Canadian expansion, the manufacturer was sending a very small volume of shipments into Canada each week. But the manufacturer was determined to give each of its Canadian customers a high level of service and satisfaction. As a small business with a very limited marketing and advertising budget, the company felt that word of mouth would be its best way to grow its company among the Canadian hunting community.
The manufacturer enlisted a highly visible international transportation provider to handle its Canada-bound shipments and assumed the provider would put in place a highly efficient logistics strategy. It soon became apparent, though, that something was wrong.
The Challenge
For one thing, shipments were taking as long as two weeks to reach Canadian customers. And costs seemed quite exorbitant, especially given the inefficient transit times. The manufacturer ran a calculation and determined it was being charged a price on par with the cost of two-day intra-U.S. service. In essence, the manufacturer was paying a premium price but receiving subpar ground service.
Despite being new to the world of cross-border commerce, the manufacturer knew that something was amiss. And given the tremendous importance of creating a positive “buzz” among Canadian hunters, the company was determined to fix the problem as quickly as possible.
We implemented our PuroPost service, designed for small-package shipments to Canada. This single change cut transit times in half and reduced freight costs by roughly 30%, providing expedited-level service at courier-level pricing.
Through our partnership with Canada Post, we provide guaranteed delivery to all Canadian residences, including P.O. boxes and remote locations, without any special surcharges. This ensures every customer can be reached.
Using our web-based Beacon System, the company was able to easily integrate our logistics into their operating system. This provided unexpected efficiencies in labeling, tracking, reporting, and customs paperwork.
This added tech capability was an unexpected benefit for the manufacturer. It was not expecting its logistics provider to have a technology solution but is very appreciative of the added benefits. In particular, the manufacturer is very pleased with the frequent reports and status updates it receives.
The Results
Since then, the company has seen its Canadian sales skyrocket. Sales have jumped by a whopping 170 percent, a level that far exceeds expectations. The manufacturer always had a hunch that if it could deliver its products to Canada on time and at a reasonable cost, the customers would follow. The manufacturer gives Purolator a good deal of the credit for its success in the Canadian market. While Purolator tends to think the company’s high-quality products might have something to do with its success, Purolator is, nonetheless, pleased to have provided a solution to help the manufacturer meet its objectives.
“We knew pretty much right away that we could provide a better solution,” says Betty Jo Rodey, Purolator International’s Strategic Account Executive. “No one else has the access to the Canadian market that Purolator does, so we went to work to deliver the solution this company wanted in the first place.”
An Ohio-based lawn and garden equipment retailer found a receptive market for its products in the Canadian market, and soon had a growing list of orders from several B2B customers. The retailer had customers located all across Canada, and put a high priority on customer service and on-time deliveries.
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Canadian consumers have a seemingly insatiable appetite for all things related to outdoor recreation. And when it comes to purchasing gear for hunting, fishing, camping and other excursions, few shoppers are savvier.
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Don’t pay for daily pickups in your off-season. We design flexible, hybrid logistics solutions that save you money when sales are slow and scale up seamlessly when demand is high. Let’s build a strategy that fits your unique business cycle.
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