By Sue Wade, Head of Customer Planning and Pricing

Our fresh approach to funerals is all about making sure we’re giving clients the very best service and care, but at a competitive and transparent price.

People are becoming much more aware of the cost of a funeral, but they still want a service that’s a fitting and unique send off for their loved one.

So to show clients that we can help them say the best goodbye at the right price, we’ve been running trials in Hull, Hartlepool, Glasgow, Liverpool and Hook that showcase our exceptional levels of service and care.

In Hull, the team has used this chance to take on their competition, with transparent pricing that can accommodate the budget and wishes of each client. A lot of families are arranging a funeral for the first time, so they don’t know what to expect. These clients are finding it helpful that the branch isn’t offering a ‘one size fits all’ policy.

Our Glasgow funeral home had similar success when they trialled their new offer. To kick things off, local funeral directors were photographed and featured in promotional materials to shout about our new, lowered prices. Some clients think we’re expensive, so these advertisements helped start to change what people think about Funeralcare.

And even though we’ve reduced our prices, we’ve found that clients are sometimes spending more money, either by upgrading things like the flowers or coffin, or adding little extras. It’s all about making the options simple and clear, so clients can choose the most fitting tribute.

In both of these trials, we’ve shown that our funeral homes are run by local people. We hope this will make clients realise that by coming to us, they’ll get the same value as elsewhere, but with a better quality product and the best possible service.

This year, we’re going to take what we’ve learned and take personalisation to the next level with a new proposition for Funeralcare. It’ll offer full transparency, flexibility and great value for money for our clients – stay tuned for more on that soon!