Different products come with different needs. Think about it: You wouldn’t use the same storage method, inventory management or packaging for glass vases versus pet food. Each brand and its product range have its own unique requirements based on size, fragility, value, volume, SKU volume, storage requirements and more. This makes it crucial to choose a fulfillment provider that best suits your specific omnichannel fulfillment needs.
In this article, we’ll focus on the unique needs for electronics, sporting goods, footwear, beauty and apparel fulfillment and the steps for selecting the optimal fulfillment provider.
As brands expanded to sell through multiple channels – such as online marketplaces, brick-and-mortar stores, social media, mobile apps and digital stores – fulfillment had to adapt. Omnichannel fulfillment emerged, offering brands a comprehensive approach to retail operations. It seamlessly integrated various sales channels to provide customers with a unified shopping experience. Customer orders are fulfilled across multiple channels while centralized software synchronizes inventory, sales and customer data. This omnichannel strategy reassures customers that they can browse, purchase and return products through their preferred channels interchangeably. It provides convenience, flexibility and consistency, regardless of how customers interact with the brand.
By embracing the key elements of omnichannel fulfillment, retailers have the potential to significantly enhance customer satisfaction, increase sales and build brand loyalty. The inventory visibility across all channels, flexible delivery and fulfillment options (for example, ship-from-store, buy online pick up in-store - BOPIS), unified customer profiles and integrated order management systems (OMS) all contribute to a seamless shopping experience that meets the needs and preferences of modern consumers.
Fulfillment involves inventory storage, order management, pick and pack and ship. Fulfillment needs can vary, especially depending on industry. For example, a brand may need more specialized fulfillment services based on:
Product size plays a crucial role in fulfillment operations and requires careful consideration to optimize efficiency, minimize costs and meet customer expectations. Product size significantly impacts fulfillment operations in several ways:
Managing a high SKU (Stock Keeping Unit) count requires robust warehouse management systems, efficient processes and careful planning to optimize fulfillment operations and meet customer expectations. A high SKU requires fulfillment operations to focus on:
Some brands deal with products that are sensitive to temperature fluctuations, such as perishable goods, supplements or cosmetics. Temperature-controlled storage ensures that these products maintain their quality, efficacy and safety throughout the storage period. Without proper temperature control, these sensitive items may degrade, spoil or become ineffective, leading to product loss, customer dissatisfaction and potential regulatory issues. Temperature-controlled storage is crucial for companies that must preserve the integrity of its products and uphold brand reputation.
Some companies deal with products that require protection from theft, tampering or unauthorized access due to their high value or sensitive nature. This could include sectors like government fulfillment or healthcare fulfillment. Secure storage facilities often provide features like surveillance cameras, access control systems and alarms to safeguard these products. Businesses must secure these items or face significant financial losses, brand reputation damage and legal liabilities, making secure storage essential for protecting both the company's assets and its reputation.
Brands may require customization in fulfillment to meet diverse customer demands and preferences effectively. Tailoring orders based on individual preferences can enhance customer loyalty. Customization also allows brands to differentiate themselves in the market, offering unique products or services that competitors may not provide. Personalized fulfillment can lead to increased sales and revenue as customers are more likely to purchase from brands that cater to their specific needs and preferences. Personalized packaging, is one example of customization, where a brand tailors the packaging design or adds custom messages or branding elements to each order based on customer preferences. This creates a unique and memorable unboxing experience for customers, enhancing brand perception and loyalty.
Value-added services are the offerings beyond basic order processing and shipping, such as gift wrapping, kitting, cross-docking, UPC labeling and relabeling, returns management or assembly. These services elevate the customer experience, increase operational efficiency and add value to the product. For businesses, they provide opportunities to differentiate from competitors, increase customer satisfaction and potentially command premium pricing. Value-added services can also streamline operations, reduce costs and improve inventory management by outsourcing certain tasks to fulfillment partners with specialized expertise. Overall, they contribute to a more comprehensive and competitive fulfillment strategy.
Each retail and B2B industry vertical has its own specific fulfillment needs. While some are brand specific, many are common for product lines and types. It’s vital to choose a fulfillment provider or implement operations that can handle these requirements. Brands that are starting, growing or scaling should consider some of these typical essentials:
Providers specializing in apparel fulfillment, which includes footwear fulfillment and accessories fulfillment should be equipped to handle things such as:
Services specializing in beauty fulfillment, including cosmetics fulfillment and body care fulfillment, should be proficient in:
Fulfillment providers specializing in electronics fulfillment should be capable of:
Providers specializing in sporting goods fulfillment should be capable of:
The right 3PL can help with unique omnichannel fulfillment needs by providing expertise in managing multiple sales channels, including ecommerce platforms, brick-and-mortar stores and third-party marketplaces. They offer integrated technology solutions that enable seamless order processing, inventory management and shipping across various channels. A 3PL can also customize fulfillment strategies to align with each brand's specific requirements, such as prioritizing certain channels or implementing special packaging and labeling for different sales channels. Leveraging the capabilities and resources of a 3PL allows brands to optimize their omnichannel operations and improve the post-purchase experience. Contact the fulfillment experts at Cart.com today to find out the capabilities we offer for varying industries and product lines.