Automotive retailer Repco has nearly a century of industry experience under its belt, so it should be no surprise that the team excels at customer service. And while customers’ expectations around delivery changed dramatically last year, Repco stepped up to the challenge and won two categories at the Retailer Awards this year – Best Customer Service Team and In-store Customer Service Initiative – thanks to its impressive 15-minute click-and-collect and four-hour home de
delivery options for both its retail and trade customers.
“Modern customers expect high service levels from online orders — whether in-store pickup or delivery — and Covid-19 only amplified this need,” a Repco spokesperson said.
“Repco realised there was an opportunity to provide a market-leading proposition and unique point of difference in the market through rapid click-and-collect and home delivery — essentially bringing the store experience to our customers in close to real-time.”
Both initiatives were first implemented in Melbourne when the severe Stage 4 restrictions rolled out. The aim for Repco was to bring the store experience to its customers as close to real-time as possible. The trial was so successful, it has since launched across all stores in Australia. Remarkably, the initiatives used processes and infrastructure already in place for Repco’s trade customers, so no additional training was required for its retail customers.
“[It’s a] consumer-insights-led and tailored rapid fulfillment initiative built to meet and exceed the needs of consumers. Repco demonstrated market leadership through their delivery systems during what was a challenging period for business and customers alike,” said Retailer Awards judge, Associate Professor Jana Bowden, Macquarie University.
Repco’s trade customers appreciated the launch of the speedy new services, as they often require parts to complete repairs on the go. It was also a hit with car enthusiasts, who often purchase components for projects they intend to complete that same day, which was often the case when people were at home during lockdown.
Repco’s service initiatives were unmatched in the Melbourne market, and despite stores being closed to the public, the retailer still managed to trade at 70–80 per cent of budgeted sales.
The team at Repco operates under the ‘genuine service’ philosophy, launched in 2018, and it guides the brand’s customer-centric approach for both internal and external customers.“A clear philosophy of customer service runs through all levels of the business. What is most impressive is that a range of data is used to track success, and clear tools and initiatives are provided to staff to follow through on the stated philosophies,” added Retailer Awards judge, Dr Jason Pallant, Swinburne University of Technology.
