ATTRACTING AND RETAINING CUSTOM.
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How the Motor Vehicle Fleet of the Baking Department of a Northern Co-operative Society Has Assisted to Increase and Hold Business. Delivering 100,000 Loaves Per Week to Branch Depots.
DTIRING THE past 10 or 12 years the co-operative societies have realized, no less than their close competitors, the private traders, the immense advantages accruing from mechanical transport. In fact, to-day, the admirably organized and capably managed fleets of some of the retail societies in various parts of the country should form an excellent object-lesson to less enterprising concerns of the efficient and economical use to-which road transport vehicles can be put.
There can he no doubt that the cooperative movement as a whole was quick to appreciate the speeding-up which would follow the motorization of their transport facilities. With this aim in view, many of their traffic managers grappled with the many complex questions which faced them, in Common with other early users, and successfully over came them, with the result that they are new reaping to the full the satisfactory benefits. of their keen foresight. In no department of the co-operative world, nor, indeed, in other spheres of industry has the motor vehicle won such a fine reptitation for general efficiency, speed, and economy of operation as in the baking and its closely allied trades. In this direction the motor vehicle has unquestionably proved its worth, and it has, in fact, rendered itself absolutely indispensable to the .enterprising cooperative or private baker; as well as to the various merchants, such as millers, yeast dealers, etc., whose ramifications -are so closely interwoven with those of the baker.
An outstanding instance of the remarkable developments which only mechanical road transport has made possible is 'that of the Newcastle-upon-Tyne Co-operative Society, Ltd., who esti•
• mate that the output of their bakery department to-day, with motors to speed up delivery, is at least 700 per cent. more than it was 12 years ago, when horse' transport was the only naeaus of . conveying their products. At that time their weekly output was in the vicinity of 15,000 loaves, whilst to-day it has. reached the truly remarkable figure of' well over 100,000 loaves per week, quite apart from the fact that they now manua facture about £1,000 worth of confectionery weekly.
• The following tame shows the vehicles engaged solely upon the distribution of bread, confectionery, etc., for this progressive co-operative society, as well as the capacity of each unit of am. fleet One 40 h.p. Daimler 1,200 2-lb. leave& Two 38 lap. Daimlers 860 „ each. Two 20 h.p. 30-cwt.
Weans 1,008 „ each. One Albion, 30-cwt. 1,008 One Armstrong ... 600 „ From this table-it will be seen that the fleet of vehicles engaged in bread distribution can, when fully loaded, cope, at one time, with well oven 6,000 loaves.
It is generally well known that the greatest demand made upon the baker is for new bread, as distinguished from that which is made a day befeare it is
sold. Obviously, the supply of bread almost straight from the ovens on such a scale as is demanded by the society's ' extensive round of customers could hardly be accomplished by horse transport, however large the fleet, and however carefully organized the service might be, and in this matter the motor' vehicle has solved a difficult problem by reason, of its greater speed. Furthermore, it has not only enabled rapid distribution to be effected, but has, in this instance, proved itself responsible, to a great extent, for creating business, as well as retaining it. By maintaining supplies of new instead of a day-old bread, and giving the customers the assuranceothat theia requirements will be met, custom is attracted and retained,
instead of being allowed to go to the ismall retailer nearer at hand.
The duties of the fleet of bread vans consist in maintaining a regular and frequent supply to no fewer than 40 'branch establishments of the Newcastle society, which are situated within a four-mile radius of the bakery headquarters in Elswick Place, Newcastle. The' opening Of the majority of these branches has been, of course, the direct outcome of motorization.
Each of the vehicles used for the outward delivery of bread, etc., is fitted with a large and airy box body, containing the customary bread trays. A point of interest in this connection is the standardization of trays, which makes both for easy handling and prevents damage to the commodity by reducing the number of hands through which it must pass. The trays not only fit the racks in the vans, but, when 'removed and left at the branches, fit into specially made receptacles. In exchange, empty trays are handed back to the driver, thereby effecting, as can be readily appreciated, a considerable saving of time. The Newcastle Ca-operative Society, Ltd., realize, of course, that only. by keeping the vehicles on the mad to their fullest possible extent can the bestiand most economical results be obtained,, end the provision of the trays has undoubtedly greatly assisted in this direction. Further facilities for rapid loading are provided at the bakery by large racks, which convey the loaves to the loading dock.
In the bakery trade, where the commodity which is carried is of a highly sensitive nature, ventilation is a Very important'Point, and one which has not been ioverlooked. in the construction of theivan bodies.. Tyre4equipment also is aa factor of great importance, especially inethe'conveyance of confectionery, and the'majority of the vehicles are, therefore, slaad'with pneumatics, the remainder running on N.A.P. cushion tyres, which have been found to give very satisfzetory results.
All loading and unloading is carried Out through rear doors, and several of the vehicles are fitted with pull-out boards at the rear, forming tables.
The board of management of the company realizes that absolute cleanliness is an essential in delivering bread, and, consequently, it insists upon all vehicles being maintained in first-class condition, and, by reason of their smart appearance, they, in themselves, form a capital advertisement for the society. The entire fleet is garaged at the society's garage in Diana-Street, where all classes of overhauls and repairs can be undertaken.
The amount of business transacted 12 years ago necessitated the use of something like 80 20-atone sacks of flour per week in the bakery department, whereas the society's requirements now in the same period exceed 600 sacks of the same size. Heavy vehicles, both petrol and steam, are used by the society for general duties, and they are engaged upon bringing the flour from the Dunston flour mills of the C.W.S. on the other side of the River Tyne.
The other vehicles operated by the Newcastle Co-operative Society, Ltd., perform varions.,general duties in connection with the greengrocery; butchering, and other departments, whilst two. steam wagons are constantly employed on coal delivery.