A new report by Mercedes Under the Bonnet finds almost nine in 10 (86%) business leaders in the UK say they see van drivers as “brand ambassadors”, who can add warmth and personality in front of customers and have an impact on how a customer perceives their company
The report highlighted the importance of van drivers in brand image, with 27% say they are acting as representatives of the company they work for by answering questions on their company’s behalf.
That’s why business leaders are prioritising customer service training as much as driving skills and health and safety – and considering brand values training as important as product understanding.
Overall, nearly nine out of 10 business leaders say they have made a concerted effort to ensure their van drivers become closer to the public. The top reason was to add customer satisfaction and “brand love”, followed by the invaluable insight van drivers can report back on when it comes to understanding what customers are feeling and needing
“The nation’s van drivers are becoming pillars of their communities – with most delivery people on first names with customers and service industries using van drivers as brand ambassadors, providing the personal touch for often faceless digital companies,” said Robert Veit, Managing Director for Mercedes-Benz Vans in the UK.
Nearly eight in 10 (79%) business leaders say the rise in e-commerce from ‘social commerce’ platforms such as TikTok Shop and self-enterprise platforms, including Etsy, Vinted, Depop, and Shopify, will have an impact on trading over the next 12 months.
As a result, almost half (49%) say they will have to rely more heavily on van drivers to transport goods and deliveries than before these companies existed.
Veit added: “A new genre of e-commerce is accelerating – social commerce – fuelled by phenomena such as TikTok Shop and Etsy, which are producing multi-million-pound companies in a flash. Automotive brands such as ourselves are also part of this boom in e-commerce.”
For more insight read the full Mercedes Under the Bonnet report.
