A few years ago the popular
jargon included the frequent
mantra ‘think outside the box’.
Well, thinking outside the box
is, of this month, out of fashion.
We should now be looking at
thinking INSIDE THE BOX.
Another popular saying in tough times
is ‘box clever’ and that is exactly what
a new service is named that could help
agents to make sure that those precious
buyers end their relationship on a happy
We went to meet
find out more.
is a brand of
Group; a privately owned company with interests in Field
Marketing, warehousing, fulfilment,
recruitment and training. The company
works with a number of household
name brands and retailers as well as
supporting small companies in their
quest for growth.
The Taskforce Group has been operating
a service on behalf of Akzo Nobel that
provides ‘Home Maintenance Packs’
to new homes developers, which are
handed to house buyers as part of the
key handover process to welcome them
to their new home.
During 2007 extensive research was
carried out to see if this idea could be
extended into the mainstream property
market. The following key issues were
- The process of moving house often
triggers changes in consumer buying
habits – whether it is buying items
to furnish and decorate a house;
changes to service providers and
even changes to lifestyle. Consumers
can be very influenced by new ideas
at this point in their life!
- Companies who want to target these
consumers tend to try and go direct
by buying ‘lists’ of people or waiting
for home movers to respond to
more indirect means. The one set of
people closest to the Home Mover –
the Estate Agent is not in this loop!
- The consumer perception of their
relationship with their estate agent is
often seen as negative, even though
this can be driven by media hype
- Consumers often feel that they have
not been ‘thanked’ sufficiently for
their custom. Often their last contact
with their agent is related to the final
bill – not the ideal way to end a
- Agency focus on customer marketing
has been concentrated in the areas of
brand image and the move away from
traditional print based advertising to
online and MMS based customer
contact. This pulls customers in
whether they be potential buyers or
sellers. Less attention has been paid
to the customer experience at the
point of sale and the management
of the ‘after sales’ opportunity.
- There are wide differences in how
different agents ‘sign off’ their
relationship with a customer:
Some produce a bunch of flowers
(dead within days!), some a box of
chocolates (eaten within hours!) or
a bottle of wine (consumed within
minutes!). The more imaginative
put together a mini hamper. None
of these present any branding
opportunities or leave a lasting
memory! Often, the customer will
be presented with a voucher if they
successfully recommend the agent to
a friend, which they probably will –
IF they end their agency relationship
in a positive frame of mind!
- Many agents do nothing to enhance
the customer experience at this point!
- Individual branches often do have
local recommendations with local
businesses but cannot negotiate
bigger deals – no time and no
- Agencies would welcome an efficient
service that enabled them to offer
centrally negotiated deals with the
ability to input their own local ‘specials’.
If this same process could offer better
branding opportunities and also carry
any existing after sales service, at the
same price as a bouquet of flowers,
then all the better!
So what is
Taking all of the research into account, Box Clever set out
to create a range of ‘Welcome Packs’, that offered:
Multiple price points (from £12 to £100
l A ‘bespoke’ service for those very special customers!
Full tailored solution for those that want and standard
service for those that don’t.
Varied & eclectic content – people love opening
Centrally negotiated products and services from
practical to fun!
Unique introductions and discounts from major retailers
to specialist food companies, utility and service
providers, home & decorating suppliers; the list can be
endless and ever changing!
Easy to order process, with deliveries direct to branch.
Ongoing offers for both customer and agent via
Where do the packs come from?
Box Clever’s principle partnerships are with Homebase and
Argos for the bulk of the Welcome Packs. Their partners at
the top end of the market are Daylesford Organic.
In addition to these, they will have working relationships
with a host of other product and service providers who can
provide either unique, useful or downright interesting stuff!
How does it work?
1. You go to www.box-clever.biz
2. You register as a customer, or…
3. You ‘Contact Us’ if you want to discuss with our
marketing team how to tailor the service and see a
sample pack. We can even work with our suppliers
to tailor make reward & recognition packs for your
4. You place an order from the site using a credit/debit
card or via pre arranged billing facilities.
5. The order goes direct to our own pick & pack
6. Your packs are delivered to your branch
7. You hand them to your customer!
8. Your customer beams with delight at getting such a
useful present and tells all their friends and colleagues
how wonderful their estate agent is!
Box Clever will be launching this service at Agency
Expo 14-15 October – you are warmly invited to
meet the team and learn more!