"Handled with Care" and advanced NetDespatch software help improve service
8th November 2010

APC Overnight “Handled with Care” services and advanced NetDespatch web software are helping Ultimate Angling expand its nationwide Ultimate Direct online and mail order business and improve customer service.

It sends thousands of parcels containing rods and accessories to every corner of the UK through the APC Overnight network.

Beginning six years ago as a small fishing tackle retailer with some online sales, the company now employs a team of eight angling enthusiasts to service its tens of thousands of Ultimate customers.

Seb Blow, Ultimate’s General Manager, said:

"We chose APC Direct Logistics in Goole as our next day delivery partner following many recommendations from other satisfied customers. We have never looked back. The company has a thorough understanding of our requirements and customer service is excellent. APC Overnight will also deliver on a Saturday if we need it and for high-value equipment we can use the company’s Security Service."

Running alongside the Ultimate Direct order processing system is the advanced NetDespatch online booking, labelling and tracking system. This not only streamlines fulfillment it also provides security for each order.

"APC Direct Logistics set up our NetDespatch Velocity account. We use this to book collections, print labels and track each parcel. The system also provides proof of delivery with signature capture. It is very easy to use, effective and secure," says Seb Blow.

"It runs in tandem with our back office system, which we use to process customer orders and create a pick list for the warehouse. The customer order details, unique customer IDs and delivery addresses from the pick list are then input to NetDespatch, quickly and easily. This intelligent online system speeds response and order fulfillment and helps with maintaining our high levels of customer satisfaction; about 70 per cent of our customers are repeat buyers," he adds.

Ultimate is one of the biggest names in fishing. The company’s own brands - irange, ULTIMATE, PRIMEVAL, VISION and BADGER - command great respect in the coarse fishing world and are sought after by match, carp, and pike anglers alike.

Customers use the company’s website and mail order catalogue to select and buy state-of-the-art rods and poles, reels, clothing, seating and accessories.

Angling is a huge sport in the UK, with an estimated 3 million anglers who enjoy coarse, game and sea fishing. Last year the environment agency sold over 1.5 million fishing rod licences.