Work

fulfilmentcrowd: Disrupting industry conversation & defining future trends

Challenge

fulfilmentcrowd is a fast-growing fulfilment services and technology provider that’s truly disrupting its sector. Many businesses lay claim to this, but through its bespoke, technology-led approach and unique commitment to embracing sharing economy principles, fulfilmentcrowd is reinventing the third-party logistics rulebook. The scale-up business wanted to cement its position as a respected industry voice. It also wanted to showcase its unrivalled ability to anticipate and rapidly react to retail sector trends in ways that helped its customers stay at the cutting-edge. Petal & Co. was tasked with highlighting this expertise and commitment, while supporting lead generation efforts by demonstrating how fulfilmentcrowd helps retail businesses grow by embracing new market opportunities.

Idea and implementation

fulfilmentcrowd exists to help retail brands thrive in a fast-paced environment. Its customers are driving the trends of tomorrow and shaping the sector. We commissioned research featuring 100 omnichannel retailers to delve into their business perspectives, performance metrics, and future growth strategies.

The study unearthed critical industry shifts, which we analysed and established as a series of game-changing trends. This culminated in a report featuring contributions from fulfilmentcrowd experts and customers, with practical advice and inspiration for retailers ready to unlock their next phase of growth.

We also created sector-specific reports for Health & Beauty and Home Electricals & Tech, which focused on the trends and nuance in these categories.

To ensure the report made an impact for retail audiences, we created a coordinated, multi-channel distribution plan. This included:

  • Official launch at the Ecommerce Expo, which is attended by over 12,000 key industry decision-makers
  • Sustained promoted LinkedIn campaign targeting key audiences
  • Content partnerships with two key trade media titles, The Retail Bulletin and Internet Retailing
  • Earned PR campaign featuring media launch activity and ongoing reactive opinion and feature pitching
  • Bespoke comms campaigns for each sector-specific report (targeting specific companies and vertical media titles)

All outreach activity led back to data capture points on landing pages on the fulfilmentcrowd website.

The campaign was timed to run between Ecommerce Expo (27-28 September 2023), the industry’s leading networking and innovations sharing event, and the sector’s ‘switching season’ in January, when retailers are traditionally most likely to evaluate their network of partners and review alternative options.

Impact

  • Achieved significant media interest and 27 pieces of coverage for launch releases, feature articles and opinion contributions
  • An above average click-through rate of 5.05% for social media activity (with 16.64% for the best performing post)
  • A total of 3,067 landing page visits
  • Recorded 215 report downloads (including downloads from a variety of top tier target brands)
  • Launched ahead of a record Black Friday / Cyber Monday for fulfilmentcrowd

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fulfilmentcrowd: Disrupting industry conversation & defining future trends

fulfilmentcrowd exists to help retail brands thrive in a fast-paced environment. Its customers are driving the trends of tomorrow and shaping the sector. We commissioned research featuring

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