DHL wanted to gain a deeper understanding of the European same-day delivery market, which was becoming increasingly competitive and fragmented. The aim was to evaluate the size of the opportunity, understand how customers were using same-day solutions, and identify where gaps in the market existed. This would inform product development and pricing strategy, while also helping DHL assess the commercial viability of maintaining — and potentially scaling — its same-day offering.
A pan-European programme of research was undertaken:
This combined approach provided DHL with a clear benchmarking view of where they stood versus competitors, as well as insight into unmet customer needs and expectations.
The insights enabled DHL to:
As a result, what had been a loss-making operation was successfully turned around into an important and profitable part of DHL’s European portfolio, with a clear competitive positioning and a pipeline of innovation opportunities for future growth.
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