connecting online and offline experiences:

improving drivers’ (B2C) in-campaign experience while reaching business goals

While developing the new app, we started to face new challenges on the physical side of the business, connected to Drivers offline experience, costs and resources inefficiency.

Product team launched a few internal brainstorm sessions with Operations and Sales and went to Wrapping facilities to talk to Drivers to figure out what we could do.

Image is property of Drovo

The outcome

B2C

Improved communication, new wrapping types, printed materials and flexible wrapping solutions helped almost completely eliminate the risk of no-show or wrapping cancellations which led to increase of campaign completions and both B2C and B2B users satisfaction.

B2B

Affordable yet effective ‘Demo’ campaigns became a popular options for those who never tried Transit OOH before.

+50%

B2B clients increase in 2 months after new offering creation comparing to 2 months before.

<5%

Drivers cancel their campaign participation on the day of wrapping comparing to 20% before new communication map and flexible solutions were installed.

THE PROCESS. STAGE 1

research and identifying challenges

Based on sessions with Sales, Support and Operations Teams, as well as interviews with Drivers and observing Wrapping facilities while wrapping Drivers’ cars, we clearly saw a few problems that stop Drovo from moving forward faster.

20% of drivers used to quit the campaign on the day of wrapping or during the campaign, which put campaign deadlines in danger and caused extra expences.

challenges on different levels

Drivers (B2C users)

Complaints, misunderstandings and participation cancellations.

Advertisers (B2B clients)

Lack of trust, finding offers not competitive enough.

Internal

Cost and delivery time of campaigns, limited company resources

highlighting the major problems

Drivers:

I don’t want to wait 4 hours

Drivers were not aware of the technics of wrapping a car with vinyl. Obviously. So they enroll into campaign, get into campaign and then realize they have to wait 2+ hours (sometimes 8 for full complex wraps) before they can get their car back. Sometimes they find out and just leave.

Can it damage my car? what if the paint goes off

Again, Drivers think it’s all solved by us when they join the campaign. They arrive for wrapping and realize that some people will touch their car, they will put vinyl on their car and then peel it off in couple of months. It was all there in the description, but they did not realize it before they saw it.

I don’t like the brand / creative

Of course we show the preview and name the brand before the wrapping, but for some reason many Drivers still don’t read their emails, especially the ones who is here just for income like Peter. Who’s problem is that? Definitely not theirs. They just leave the wrapping facility, end of the story.

it’s all scam, where is my payment?!

Probably the most crucial one. Drivers not always understood the payments systems (monthly) + sometimes there might be some delay because of banks or system which lead to rage and furious reviews on Trustpilot.

Advertisers

We don’t trust non professional drivers with random cars, interesting to try tho

White most of Advertisers know how it’s like to advertise on Cab drivers (they drive in the city center, the ad always looks representative), most of them are afraid and unsure when it comes to invest into advertisement on private vehicles, with Drivers who are not professionals.

This is too expensive. We can go to well known agency for this price.

As a small company, we had no in-house printing or wrapping facilities, so had to pay the 3rd party. Also, I was the one fitting all the wraps and preparing them for print, which is not my primary job, so it took me a while to prepare the complex wraps. Couple of times it cost us spending extra money on “urgent print”.

Internal

Hard to win new clients

Mostly due to pricing and lack of reputation on the market.

Struggle to fulfill the campaigns

Often to win the client we offered quite tight deadlines for campaign fulfillment, however it was hard to deliver creatives, printables and sign drivers for campaign on time.

THE PROCESS. STAGE 2

production optimization

black cabs

Wrap and Printing guide optimization

I went into wrapping facility to measure and observe the actual Black Cab. As a result we got precise template for the side wraps, split in 4 parts and with highlighted “safe areas” for the main content and areas where the creative should be just the background. This decreased the Sides Wrap application by 50%. For the most time consuming wrap type - full car, I managed to highlight the safe areas as well and create a rule for future designs not to put any complex graphics outside of those areas.

This helped eliminating printing and fitting errors, increased speed of print production and wrapping process.

unification of wrap sizes: research on most popular vehicles

I went through most popular vehicles in the UK and found common surface areas that can be safely wrapped. For the rest we give a big flexible margin of wrap with no important design elements on it.

This helped decrease losses in case of wrapping cancellation - we print everything in advance and can apply the printed livery to any (almost) car.

Vehicle replacement on the day of wrapping + paint safety guarantee

For Cab Drivers, staying for 4-5 hours (our max waiting time for complex wraps after optimization) without their vehicle means losing money. So, for them we offered a replacement Cab for the day of wrapping so they could continue working while their vehicle is being wrapped. It is extra money, but since Black Cabs are Drovo’s premium and most sold product, it pays off.

Also, Drovo covers any damage that might accidentally occur while being in the facility.

Achievements:

Decreasing production cost (Business, B2B goals)
Minimize wrapping times and eliminate waiting time concerns (B2C goal)

vans and city cars

mobile wrapping

With the new format it became possible to apply decals right on parking lots - so, the Drivers, assigned to these types of campaigns did not have to drive to specific facility or wait hours for the wrap to be complete.

the new affordable wrapping format

I figured out how we could create a way more affordable offer: using the plain car color as a creative background and print design elements as relatively small decals. This, obviously has it’s limitations, yet still attracts attention on streets and costs significantly less than bigger wraps.

demo offering

Offering the “Taster” campaign with just 2 city cars with a new affordable car wrap type and with everything that comes with it - the Dashboard, Statistics, Mobile add-ons. After launching this offer we immediately signed a few (relatively) small business campaigns. Some of them came back later with bigger campsigns.

Achievements:

Significantly decreased production cost (Internal, B2B goals);
Unified wrapping templates allowed to eliminate risk of urgent re-printing or finding specific car model for replacement, because now wraps could be printed in advance and fit any popular vehicle model;
Decreased wrap fitting time for premium wrapping types (B2C goals);
Greatly decreased wrap fitting time for new Decals-style wrapping (B2C, Internal goals);
Create flexible locations wrapping opportunities (B2C goals);
Building relationships and trust by meeting face to face (B2C goals);
Got a chance to show our tech to clients and sign new campaigns thanks to new Demo offering (B2B).

THE PROCESS. STAGE 3

improving communication

automated messaging based on App user flow and actions

With delivering a new app we also implemented the new Communications flow, automated based on time or events. This triggered sending messages depending on the stage of Campaign application, the user is currently on. Considering that they do not read emails carefully, we sent the most crucial information via SMS and Push messages, following up with the final call before the wrapping day and also allowed them to set reminders for wrapping events.

Same goes for app maintenance. We started to automatically send notifications about periods where some features (especially Imressions tracker) won’t be working. Seems obvious now, but by the time this easy fix was hidden somewhere in other goals and problems and cost us and Users plenty of stress.

Achievements:

Decreased frustration cases and load on Support team;
Got Drivers attention and increased Trust by providing reassurance about the Process being constantly under control.

welcome pack

Once Driver signed for campaign, we started to send them a leaflet with dates and rules for their campaign, alongside with what to expect. And sometimes some branded items. In most of the cases, Drivers enjoy it and pay attention to the info.