Volvo has a pretty nifty bit of tech that adds another dimension to their brand and demonstrates another benefit of their ‘Connected Cars’ brand pillar.
Their latest brand innovation is ‘Roam Delivery’, a service that enables Volvo drivers to have packages delivered to their car, regardless of where they are.
According to Volvo, Roam Delivery is a win-win for their customers and the delivery industry. Volvo believes that up to 60 per cent of online shoppers have problems receiving the goods they’ve ordered. Those missed connections add up to €1 billion ($AUD 1.53 billion) in re-delivery expenses.
The idea is pretty simple and it builds on Volvo’s Connected Cars philosophy. Through the use of the ‘Volvo on call’ app and ‘digital keys technology’, the delivery company can find and open your car and then deliver your parcel.
“Via a smartphone or tablet, the owner will be informed when a delivery requires dropping off or picking up from the car. Having accepted the delivery, a digital key will be activated which tracks when the car is opened and then locked again. Once the delivery is completed, the digital key ceases to exist.”
If Volvo’s test research is anything to go by, this could be perceived as a valuable brand gesture. Of those who participated in the pilot Roam Delivery programme, 92 per cent “found it more convenient to receive deliveries to their car than at home”.
The Volvo On Call app is promoted as ‘adding another dimension to car ownership’. As well as enabling remote access for parcel delivery, the app makes it possible to remotely heat or cool the car and see its position or fuel level via the mobile phone.
But is this a clever marketing gimmick or could it backfire and potentially negatively impact the brand?
With Volvo’s brand reputation strongly aligned to safety, you would hope they are carefully considering issues of trust and accountability. I couldn’t find any clarity about who is responsible for when things go wrong (for example, if the car is damaged or something goes missing or is perceived missing from inside the car).
I’d love to hear your thoughts. Do you think this adds another valuable dimension to the Volvo brand – or potentially cars in general?
Strategy Director and Partner