1-800-GOT-JUNK? puts online strategy centre stage and captures the market in three countries

1-800-GOT-JUNK? puts online strategy centre stage and captures the market in three countries

Goals

  • Expand reach internationally
  • Better understand customer needs and improve service
  • Improve collaboration and best practices within the business
  • Double revenue in four years to $200M in 2016

Approach

  • Analysed customer web behaviour to drive online strategy and direct expansion
  • Implemented G Suite to connect field staff and improve communications
  • Used online bookings and customer reviews to help increase reach

Results

  • Operates in 200 locations throughout Canada, U.S., and Australia
  • Online business accounts for 40% of revenue
  • Year on year business growth of 25%
  • Achieved $250M revenue in 2015, exceeding target of doubling revenue by 2016

Founded in 1989, Canadian business 1-800-GOT-JUNK? is the world’s largest professional junk removal company, now operating in around 200 locations throughout Canada, North America, and Australia. Online marketing has been critical to this success with web orders now the business’s biggest growth area, driving 25 per cent of their year-on-year growth and accounting for 40% of their revenue.

1-800-GOT-JUNK? responsibly disposes of unwanted items for both households and businesses, making sure everything is recycled, donated, or otherwise safely dealt with.

International growth and expansion became a goal early on in 1-800-GOT-JUNK?’s business development. Given that people all over the world need help removing unwanted items, founder and CEO Brian Scudamore knew from the start that this was a business model that could be replicated in other markets.

Now operating in North America and Australia as well as in their home country of Canada and with a target-beating $250M revenue, their online presence has been pivotal to this success.

Evolving 1-800-GOT-JUNK?’s online marketing strategy has aided this national and international expansion by helping them find new audiences and communicate with them in a relevant way. “We looked at our customer profile and figured out how and where to reach our audience online,” says Andy Parkins, Vice President of Business Technology for 1-800-GOT-JUNK?.

It has also helped them better serve customers. In the past, reacting to online customer behaviour in a timely manner and launching new web pages that met their needs had been a challenge. Now, 1-800-GOT-JUNK?’s online strategy provides them with a better understanding of customer data, which in turn enables the company to quickly implement change across all of their web properties and provide customers with the information most useful to them.

The web has enabled 1-800-GOT-JUNK? promote their customer service skills too through online reviews, which again helps to build customer numbers.

As a result, 1-800-GOT-JUNK? see online marketing as an essential solution and not simply an add-on: “The advance and pace of our online business has been critical to driving our success. Many challenges have been overcome as we evolve our online strategy,” Parkins says.

As the company continues to expand, online tools are also helping 1-800-GOT-JUNK? manage their growing international workforce and improve collaboration and best practices internally. “G Suite has connected our field crews so they share and see the same trusted facts, at the same time,” says Parkins.

1-800-GOT-JUNK? uses the video conference tool Google Hangouts, included in G Suite, to connect their offices and field crews, and this has also helped the business’s expansion. “Everyone jumps on for a few minutes in the morning to share up-to-date information to start their day during our daily huddle,” says Parkins. “It’s remarkable how the Google system is inspiring our teams to find small ways of improving communications and productivity that grow into large company initiatives. People are responding better and everyone feels more connected.”

In fact, 1-800-GOT-JUNK? now offer their services in Canada, the U.S. and Australia, and beat their goal of achieving $200M revenue by 2016 by more than $50M.

Online growth has played a big part in this success and continues to do so, with web bookings today accounting for roughly 40 per cent of the company’s revenue. They are also the business’s biggest growth area, driving 25 per cent year-over-year growth.

The company is now on track for stage two of their growth strategy. “Online presence has been critical to our aggressive growth and ongoing success,” says Parkins. “With the web, we see exponential opportunity. We have gone from being a local service provider to a global service provider reaching our customers through our online strategy.”

“Online presence has been critical to our aggressive growth and ongoing success. We have gone from being a local service provider to a global service provider reaching our customers through our online strategy.” Andy Parkins, Vice President of Business Technology, 1-800-GOT-JUNK?