The power of rebranding is driving Ovation Logistics to victory in the last mile delivery space.
From a distance, the Ovation Logistics story looks like a tale of overnight success. Up close, it’s easy to see the company’s shift from a local white glove delivery service to a coast-to-coast Canadian powerhouse is the culmination of decades of experience, knowledge, and customer connection.
For years, customers in Quebec called on Roy Specialized Delivery for reliable two-person home delivery of furniture, household appliances, large electronics, and other consumer goods. As Roy’s reputation grew, so did its client base and the need to branch out beyond the province.
“One of our retailers in Sherbrooke came to us 12 years ago, and today we’re across Canada with them, and they keep giving us more and more markets,” Ovation EVP Mario Bourque recalled.
As the firm’s organic growth strategy brought them to local prominence, it became clear that it was time to broaden the organization’s geographic reach.
Eschewing acquisitions for investment capital to keep the company’s unique operations intact, the company partnered with Entrepreneur Capital in 2015 and began a top-to-bottom rebranding and growth initiative.
“Our market position was very strong. Everyone in this industry knew who we were along with all of the different services we were able to offer,” said Bourque. “By bringing in Entrepreneur Capital, their experience, financial resources, and their strategic leadership provided us the ability to expand into new markets.
“We needed to define our services beyond Quebec, and become a household name from the Atlantic to the Pacific.”
Today, Ovation Logistics makes over 850,000 deliveries annually across Canada, partnering with distinguished national and international retailers and manufacturers. The company’s services reach from the Atlantic all the way to the Pacific. Ovation currently operates 16 offices and over 60 service centers in eight provinces.
Despite the diverse home styles and ever-changing traffic and road conditions, its on-time deliveries exceed 97 percent, while offering a 2-hour delivery window in major markets.
Owner-Operator Model Keeps Merchandise MovingOvation contracts with a network of owner-operator carriers, providing specialized training and equipment to ensure that every delivery is a success. A proprietary warehouse management system developed by Ovation delivers critical information throughout its rapidly expanding network.
“We also have PDAs for each delivery team that allows them to see their detailed routes, update customers and allows drivers to take pictures and collect signatures to be truly transparent to our retail partners and the consumers themselves,” said Bourque.
“Our payment structure for owner-operators is unique,” Bourque added. “We offer job stability and benefits to all of them. Making them part of our team is very important to us. It’s easy for us to get new drivers because of our successful recipe.”
The proof is definitely in the pudding: Ovation’s employee roster has grown by 40 percent since the rebrand began in 2015.
Brand Ambassadors for a New Retail Age
The white glove delivery specialists that consumers interact with represent the retailer’s brand on the crucial last mile of the logistical journey from manufacturer to the end user.
“Redefining the last mile delivery experience is very important, as is providing a full turnkey solution for our retailers,” Bourque said. Each customized delivery frees the retailer from the associated administrative and logistical burdens. “We enable our retailers to focus on what they do best, which is to sell their merchandise.”
According to Bourque, trends in online shopping have been a prime mover for Ovation; as a result, the company makes the delivery transaction as painless as possible while adding the personal service and brand focus customers experience on the showroom floor.
“You have a live person at a brick and mortar store that you interact with, so you already have developed an emotional connection with them,” he said.
“It is more challenging to do it from an e-commerce standpoint, therefore having a delivery partner that understands these challenges and offers a personalized and courteous delivery experience will effectively promote your most valuable asset: your brand.”
Passion & Commitment Paves the Way to the Future
From striving to offer a transparent experience and looking for new ways to shorten the window between purchase and delivery to finding new methods of delivery for retailers and consumers, Ovation is fiercely devoted to its mission.
“We’re proud of our success and passionate about our business,” Bourque enthused. “We believe that hard work, perseverance, determination, and vision will bring us to achieve our goals. We want our team members and owner-operators to be successful in their careers and also to have fun at work. For us that’s a very important thing.”
Every great performer should be rewarded by applause, and Ovation Logistics is no exception. Bourque revealed that company leadership loves to share the limelight.
“We offer a standing ovation to our team members, owner-operators, and agents as our success is a direct result of their hard work, professionalism, and commitment.”
Ovation provides customized and distinctive home delivery experiences to retailers of furniture, mattresses, appliances and large electronics throughout Canada.
When you partner with us you access our nationwide network of professional owner-operators. You also benefit from our proven delivery expertise and efficient logistics technologies, which lower your delivery costs.
Our flexible business model and personalized services enable us to play an essential role in streamlining your business operations.
We value and appreciate our client relationships. We understand the importance of acting as brand ambassadors to our retail and manufacturer partners since home delivery is part of a consumer’s overall shopping experience. Our goal is to exceed your expectations by offering stellar service at every stage, ultimately defining ourselves by the experience we deliver