When retailers rush to provide customers with an omnichannel experience, it often takes a toll on their bottom line. This month, DC Velocity shares insights from Saddle Creek’s senior vice president of warehouse operations and other industry experts to help retailers get the most from their investment in omnichannel fulfillment.
Following is an excerpt from the article. . .
Leveraging Effective Omnichannel Fulfillment
Swift fulfillment is a good way to keep customers happy, but it can also generate “likes” and “tweets” that resound far beyond a single sale. In the age of social media, well-executed fulfillment can elicit the kind of customer feedback that’s pure gold from a marketing and public relations standpoint.
“Customers want to have immediate visibility on their order. Everybody wants that instant gratification, and those end-consumers are giving our clients immediate feedback online,” said Tom Patterson, senior vice president of warehouse operations at Saddle Creek Logistics Services, a third-party logistics service provider (3PL) that provides omnichannel fulfillment services for its clients.
Retailers often face a challenge in holding down omnichannel fulfillment costs while still providing the kind of service that generates positive customer feedback on social media. The key is to focus on the customer experience, Patterson said. When it’s done right, omnichannel fulfillment can pay off by generating good publicity for the company.
“You don’t get a week’s lead time to ship a truckload; you get an hour’s lead time to ship a bracelet,” Patterson said. “And by noon the next day, the customer will let you know over social media whether you did a good job.”
To learn more, read the article.
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