PrettyDamnQuick is the company making shipping and delivery both pretty damn quick and pretty damn easy by bringing the Amazon experience to independent brands.
We sat down with Avi Moskowitz, PDQ's CEO and Co-Founder, to dive into how PDQ has built its content engine with Verbatim. Avi gives us the rundown on:
- The undeniable value of content as education when innovating in legacy markets
- Using consistent, quality content as the backbone of sales and marketing
- Why flexibility and experience are top requirements for a good partner
"We're not just pretty damn quick, we’re also pretty damn simple. Getting customers to understand how PDQ works just requires a bit of education."
How PDQ Leverages Content to Drive Education
Avi explains that over the past couple of years, especially with the explosion of COVID, delivery became the center of the customer experience.
As a result, brands must be aware of what happens after checkout, up until the point of delivery.
When managed correctly, delivery can be a growth engine for the business by increasing customer retention, increasing conversion at checkout, and reducing operational costs.
Especially with the approaching market downturn, people are more sensitive to revenue and costs, and PDQ optimizes all of the critical levers for independent brands.
But, sometimes, even if people know something is important, it takes a little while for potential customers to get to the point where they’re ready to pull the trigger and make a change.
For Avi, this is where content plays a vital role in driving education about PDQ through case studies and has served as a tremendous go-to-market lever.
The Value of Social Proof: Starting with Case Studies
With the explosion of eCommerce, customers are shifting their spending habits online, so merchants have to find a way to replicate the in-store experience.
With face-to-face shopping, the entirety of the logistics for fulfillment and delivery took place with a shopping bag. You take the item, put it in a shopping bag, and you’re done.
With eCom, that process is much more complex and forces brands to answer questions–
- Where's the customer, and where are we delivering their product?
- What's the product that's getting delivered, and how do we box it?
- Are there any special requirements?
Companies now realize there are many things they need to understand where previously they didn't pay much attention to business logistics.
They are now figuring out that, if done correctly, delivery can improve profitability, customer experience, and customer retention, and ensure profitable transactions.
Because of the complexity around delivery, Avi sees that there's education required for businesses to understand their options.
It's not a simple thing. There isn’t a magic button to make the delivery experience awesome. It involves a lot of things, including–
- How brands present their delivery promise to the customer upfront
- Delivering within the promised window at the lowest possible cost
- Notifying the customer and keeping them updated with the progress
- The ability to make accurate but aggressive promises
- Seeing the delivery as an opportunity to upsell
Understanding these variables requires education. However, businesses are unique, so a flower shop, a clothing store, and a bakery will all have different needs.
Each business has complex requirements and approaches them from different perspectives to understand their logistics, fulfillment, and delivery.
Avi highlights that merchants, like most entrepreneurs, need to see how their peers use PDQ and then draw parallels to their own brand to see how PDQ could be valuable to them.
"Case studies help merchants understand that there is help out there that can come quickly, cost-effectively, and make a material impact for the business."