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Proposition Development

Creating A New Brand

Moving the client discussion from cost reduction to value adding.

ArrowXL is the UK’s largest 2 man delivery company (anything over 35Kgs). They deal with large & valuable goods, but more importantly spend up-to 20 minutes in Customers homes, installing high value purchases on behalf of over 30 of the UK’s top retail companies. They wanted to drive their customer value and growth.


  • 2 man delivery was viewed as functional and cost driven - resulting in significant margin pressure and difficulty in creating competitive differentiation.
  • Business/Client growth required to reduce reliance a few strategic partners. This was part of improving business through client engagement, by increasing perception of the importance of the role ArrowXL played and in turn expanding the proposition.


  • ArrowXL was in fact part of a larger group - though run autonomously. The first step was to create a new proposition that suited and reflected the reality of the revitalised business purpose and met the challenges identified. This led to the creation of a new brand identity; ArrowXL – Beyond Delivery.
  • A full review and redesign of: product, price and service offer; target operating model; client & colleague engagement, end to end processes; technical architecture. This was to ensure the new brand reflected the companies strengths and was supported with new Customer Centric ways of working.
  • Investment & upgrades to all technology platforms (ERP - Oracle, CRM, Workforce Planning, Data Warehouse) to ensure that all processes were underpinned by technology & data giving real time visibility of every product received, warehoused and delivered.


  • A full business Brand relaunch with a new core operating model and associated changes in Technology, People, Process, Sites and MI to align the whole business to the new proposition.
  • A full colleague & Client engagement programme - ‘One & Done’ supported with New Ways Of Working that reduced OpEx by15%.
  • Achieved in 9 months. Significant uplift in margins and new business after 3.
“A true visionary within customer service & transformation” Jan Walsh, Head of Proposition, ArrowXL
Worcester, United Kingdom

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