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M6toll delivers for furniture retailer

Bespoke customer service

Cookes Furniture is a family-owned, third generation retail business with showrooms in Birmingham and Dorset. The business also includes the Ripples bathroom brand and operates a self-storage facility based in the West Midlands. All in all, Cookes employs around 70 people.

With bespoke customer service at the heart of its business ethos, the M6toll plays a crucial role in Cookes’ delivery schedules; with regular use of the road helping to ensure that its deliveries are always prompt and efficient.


A fast and reliable route through the Midlands

As a predominantly showroom-based business, the early days of the lockdown had a big impact. With its showrooms closed the business had to quickly adapt and develop its online proposition. However, one thing remained constant – the use of the M6toll in keeping the business moving.

Online agility drives business

James Pike, Cookes MD said: “We needed to pivot the business very quickly. We began by boosting our online capability, introducing new innovations such as virtual appointments and remote consultations. These helped us maintain contact with our customers, continue offering our knowledge and expertise, and showcase our products.

“With a significant increase in online sales, we swiftly developed a Covid-19 secure delivery service. All delivery staff were issued with PPE; customers could track their delivery through regular update calls; furniture was delivered without direct customer contact; and delivery vehicle were rigorously cleaned every day. With all these measures in place, we were able to minimise disruption and complete around 100 deliveries a week.

M6toll serves business well

“The M6toll road is local to our Birmingham businesses so it’s easy to jump on at junctions T3 and T4 and continue pretty much as before.

“The time the M6toll saves us is equivalent to around two or three deliveries a week, which makes a massive difference to our business.

“As well as deliveries, my wife and I use the M6toll when visiting furniture shows and trade events in the North West. The hassle-free journey helps us arrive in the right frame of mind.

“Though we have managed to keep the business moving forward, we are very relieved that we can finally welcome our customers back into our showrooms.

“It’s important that businesses get back to trading and that consumer confidence returns. The Let’s Get The Midlands Moving campaign can help in achieving that and we fully support the M6toll in all of its aims.”