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MOTOR SERVICES AS BUSINESS BUILDERS.
Page 104
Page 105
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ANECRANICAL road transport plays Itta vital part in a new system of trading which has been introduced by Cantrell and Cochrane, Ltd., the wellknown manufacturers of table waters, of Belfast. For years this company's table waters have been sold in hotels throughout the British Isles, but recently it has introduced distribution methods which bring its products direct to the householder, and motor-delivery services have facilitated a rapid development of business in those areas in which they have been adopted. The usual advertising methods have not been entirely superseded, but for some time there has been a concentration upon the system of supplying direct to householders.
The company's products are shipped to Liverpool or Heysham from the works in Belfast, and distributing centres have been opened at Preston, Liverpool, Leedsltand Glasgow. At t at both Preston and Liverpool vehicles are in service. The depot has been open just over a and the fleet comprises nine 1Morris-Commercial lorries and a rolet. The 1-tonner has been to be admirably suitable for the pur ose, being quite big enough and sufficiently fast. Deliveries are made fro • the Leeds depot within a radius of 23 miles, and the area includes such imp rtant centres as Harrogate, Rudders .eld, Wakefield, Bradford, Shipley, Hail ax, Keighley and Skipton, whilst Wet i erby will be opened out shortly.
Tie method adepted for bringing the ompany's products to the notice of hou eholders is to arrange a house-tohou o delivery of two sample bottles in ever district which is considered suitable The vans are sent out. and the sam lea left at each house, with a reques that the samples be,tried and the
whit eigh Lee year, ton Che foun
a week's time. The two bottles are packed hi a neat carton, with the "C. & C." trade-mark prominently displayed. Seven days later, and at approximately the same time as the delivery was made, a call is made for the empties, and the householder is asked if an order can be placed for delivery from the lorry. Various sorts of table-waters, cordials and siphons arc carried and the purchaser pays on delivery. The loss through breakages is, it is stated, very small.
An advantage is given to the purchaser of soda-water and lemonade in siphons that they have no deposit to pay, thus rendering the first cost much less than in the case of a purchase from a shop, where any amount up to is. might be charged to ensure the safe return of the siphon. The siphons cost Cantrell and Cochrane, Ltd., as much as Os. each, but the company finds that when the empties are called for the losses or breakages are practically negligible.
The number of people• which declines to accept the free gift is larger than would have been expected, but of those who accept the samples quite a satisfactory proportion gives an order for a further supply, and the orders continue,' although, of course, there is a seasonal demand for such goods. Neverthelessi the regular use of table waters in the home is steadily increasing.
Once a district has been supplied with samples it is merely a matter of consolidating the position in that pari ticular locality, after the first orders have been given. The vans cover a different -district each day, but, so far as possible, one man is kept on one set of rounds. The mileage covered by the vehicles working from Leeds is approxi mately 2,000 per week. Loading up is a comparatively simple matter. On the return in the evening the men prepare for next day's deliveries, and indent slips are provided showing the composition of the load. The first column is filled in to show the quantities brought
back and the Second column the requirements which have to be met from the stores. The bottles and siphons are in suitable boxes and the load is easily handled.
At first youths were employed to assist the _drivers, but these were die-. pensed with and new the drivers work alone. They are encouraged to secure business by a commission-op-sale sYs-tern, and in order that an effort shall be Made—to introduce all kinds of table 'waters a special prize is given each week to the driver who 'sells most of one particular kind, this being Changed each week. This encourages the men to provide cuStomers with something Pow, 'andhas been found" 'to be' an incentiVe
to the men.and. good for trade. • • The seheme has worked in a very satisfactory manner since its introduction and 'sales Wave increased rapidly, in spite of the adverse weather conditions. The sales to househOlders have assisted the sales in the hotels, for it has been— found -that customers who have been Satisfied with a drink at home have asked for it at their club, or at on hotel.. The customer who orders through a store, or wine merchant, has also been encouraged to order the company's products in that way.
-The distribution scheme Of Cantrell and Cochrane, ,Ltd., is not yet fully developed. The local depots are intensifying their deliveries over the 20-mile radius, but it is-not intended-to extend the work of the depots outside these itreas. In all probability' other depots will be opened and other distrietS developed from these centres.... The scheme is .capable of wide expansion on the lines Sat out and, considering the time it has been in operation, hap been found to be admirably successful.
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