Consols Oils is working up an online buying facility in response to customer feedback which clearly indicates that a section of our customers like the ability to buy or pay online 24/7, this service is intended to compliment rather than replace our traditional way of doing business which I feel will always be vital to our credibility as a local supplier. We are increasingly finding that various online self styled, web based ”cheap” suppliers using third parties to effect deliveries on their behalf are muscling in on this sector with often extravagant claims that can be misleading to potential customers when closely scrutinsed.
One such claim made by Boilerjuice (BJ) was “the cheapest heating oil in Cornwall” which was guaranteed to grab everybody’s attention including mine. At the time in question without trying we were frequently up to 5ppl cheaper than BJ. Subsequently this claim was amended from “cheapest” to “cheaper” a subtle play on words to make the claim legally acceptable. However by what yardsick do BJ claim to be cheaper than any other operator, given that red herrings often abound in the oil distribution trade as part of the cut and thrust of genuine competition, there still appears to be a lack of genuine transparency designed to grab consumers attention by offering potentiallly misleading information.
Part of any online offer actually involves the physical delivery of the product, this is where the whole thing can so easily unravel if lack of resources dictates that service levels are not of the highest calibre. Boilerjuice in their latest blurb offer a standard 10 working day delivery (in reality 2 weeks) but then move on to trumpet that they now offer “EXPRESS” deliveries of “5, 3 or 2 working days” they do not state on the blurb whether this involves a premium. Then there is the “EMERGENCY NEXT WORKING DAY DELIVERY FOR WHEN YOU NEED OIL EVEN FASTER” again no mention of a premium upfront. In fairness when the actual quote page comes up it does clearly state the premium levels, which in the case of an “EMERGENCY” delivery is 3ppl by normal size tanker plus, where applicable, a small tanker surcharge, by this stage an anxious customer who is shivering is already on the slippery slope, a couple of mouse clicks from commitment.
During the recent cold weather service levels were absolutely crucial to customer well being, Consols standard lead time for non urgent deliveries is normally 2 to 4 working days, during this intense spell they extended out to 5 to 7 working days, which I feel was unacceptable, but in reality unavoidable. There was non-the-less considerable comfort to be gained from the fact that at this time some other firms were quoting up to 15 working days (three weeks) for any delivery urgent or not.
During this time Consols still managed to fit in GENUINE emergency deliveries the same day or next day at no premium on the agreed standard price. In normal times it is a rare ocurrence, given our resources, not to be able to effect a same day emergency delivery, again without premium on the standard price.
The final element is price quoted versus delivered price as a lot can happen between the taking of an order and delivery 10 days later, given current price turbulence on the wholesale fuel markets. At Consols the price quoted is what you will actually pay as stock at that price is allocated when the contract is established. Other suppliers may operate a different policy which will be price on day of delivery. What we will not do is give quotes for orders where the delivery is required by the customer more than 5 working days ahead, an order of this nature would be strictly on the basis of the price on the day of delivery.
Our pledge to online buyers is 2 to 4 working days delivery at the price quoted on order, if there is a GENUINE emegency and it is in the TR postcode area, email us the details and we will do our utmost to get your delivery to you the same day or next day without a surcharge of 3ppl.
POTENTIAL ONLINE OIL BUYERS SHOULD BE AWARE THAT THESE ANOMALIES EXIST AND CAREFULLY WEIGH UP THE FACTS BEFORE COMMITTING TO ANY PARTICULAR SUPPLIER.
2 Comments
Michael Toner
Hi,
I like to think my company is responsible for ‘cheapest’ now being one of the most commonly used words in online oil distributor websites. You see now when you do a search in google for Cheapest Oil, Boilerjuice are second on the list!
It would be great to get Consols Oils on the site (always completely free and we refer people directly on). If you would like to know more, please get in touch.
Thanks
Michael
Cheapest Oil Ltd
Reg. No. NI071311
Kevin
Hi Michael
Thanks for taking the trouble to comment, however I feel you have missed the point I was trying to make insofar that the cheapest route must invariably lead to second rate service in the long term as was so vividly illustrated during the recent cold spell.
The majority of firms that chose the cheapest route to market are predictably no longer with us having generally fallen into the maw of agressive growth driven nationwide outfits that then displayed their true colours last winter. They were generally under resourced when the pressure came on the wheels fell off, where they were delivering they were often 10ppl over the odds when in other circumstances they sell virtually at cost to keep trucks moving.
We were pressurised but managebly so we kept our margins the same and turned away non regular customers so that we did not let down our regulars who are our number one priority, one disgruntled shopper threatened to take us to the OFT because we declined to supply him after he admitted he would only ever use us if we were the absolute cheapest, that is the sort of customer I do not want but which are unfortunately given succour by operations like yours.
We recently purchased 4 new tankers and a new IT system for in excess of 500k, for a small family firm this is massive investment in customer service for which we, I feel, are entitled to expect a fair return, the cost of doing our work is increasing exponentially year on year and regulation stifles us yet our industry is being seduced into working for nothing to maintain market share. We are a very local outfit with the sea on three sides we have a rock solid customer base which grows by recommendation, we have our own website which works very well for us but above all we deliver when the going gets tough, we are not the cheapest we are quite simply the best, this is what our customers tell us.
Thanks but no thanks to your kind offer of a listing it will work elsewhere without doubt but given our unique location it is not for us.
Best regards
Kevin Bennetts