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The growth in home delivery is making fleets more conscious of the branding opportunities of their vehicles, according to fleet livery specialist Mediafleet. Companies... Importance of image

The growth in home delivery is making fleets more conscious of the branding opportunities of their vehicles, according to fleet livery specialist Mediafleet. Companies are realising that not only are their vans the most visible representation of the business, but that they offer an effective marketing tool as well.

“The last 18 months have created a situation where a smaller number of people are stepping into retail stores and instead satisfying their shopping needs from home,” said Mediafleet managing director Barnaby Smith.

“For companies that place a high degree of importance on their image, this means ensuring that the home shopping experience reinforces their brand values and the delivery vehicle is part of this, along with factors such as the packing materials used and their online presence.

“Delivery from a vehicle that has a strong and creative branding is a priority for a growing number of fleets.”

Mediafleet reports seeing a recognition that the branding of the vehicle is a strong marketing opportunity that can be used not just to build and reinforce image, but also to carry sophisticated messages about products and services.”

Simon Mellin, founder and CEO of The Modern Milkman, agrees: “Distinguishable branding that is creative and memorable allows the brand to be more visible to more people. We’re on a mission to reduce waste, particularly plastic waste, through return and reuse grocery delivery. We can only do this if there is awareness of our brand.”