UPS has debuted UPS Direct to Door, a new marketing program which will bring unrelated offers to recipients of UPS residential shipments.
The program will initially roll out to select ZIP codes in Chicago; Dallas-Ft. Worth; Miami; Phoenix; and Washington, D.C.
The offers will be packaged in a custom-designed UPS Direct to Door Pak and delivered to residents in the test ZIP codes who are receiving a small package shipment that day. Each Direct to Door Pak can contain approximately 12 offers and samples from UPS customers.
“As marketing channels evolve and consumer choices increase, we need new touch points to connect with customers,” said Pat Connolly, executive vice president and CMO of Williams Sonoma in a statement touting the program’s launch. “With a UPS Direct to Door delivery, we’re reaching an active consumer, an important factor for increased response rates.”
Other brands participating in the program include: Bed Bath & Beyond; Boca Java; FTD.com; The Finish Line; The Men’s Wearhouse; Mikasal Newegg.com; Omaha Steaks; Pottery Barn; Sephora; West Elm and Zappos.com.
“Traditional – and even newer—channels are facing challenges,” Lisa Lynn, director of UPS new product development, said in a statement. “In fact, Forrester predicts that marketers will waste $144 million on e-messages that will never reach their primary targets. With UPS Direct to Door, we can provide our retail customers a new and different delivery channel for their brands. The service is another way we’re constantly pushing the envelope for our customers to help them succeed in an increasingly competitive marketplace.”
The Cynic’s Take: Lord knows anything that breaks through clutter should be welcomed. That said, one wonders if Williams Sonoma’s Connolly will be as sanguine about the program once his company’s packages start arriving with offers from competing marketers. Sure, some obvious conflicts can be avoided, such as cookware marketers. But this is a lot harder to coordinate with general merchandise shippers.
