Chapter 2: Prepare extra fulfillment channels for a continued surge

From shipping container challenges to extra surcharges due to COVID-19 eating into margins, retailers are grappling with how to manage fulfillment this holiday season. And because of the massive increase in ecommerce, fulfillment channels through services such as Australia Post are running out of capacity. Expect major players to make forward buys for the holiday season with last-mile carriers such as Uber and Ola. Lean into tactics like buy online, pick up in store (BOPIS) and kerbside pick-up, and retrain associates to be holiday delivery heroes.

In Q3 of FY 19-20, retailers that offered BOPIS grew revenue by 27%. In addition to interest in store pickup options due to the health crisis, retailers will face holiday shipping cutoffs. This means the store will play an even more important role in fulfillment this year.

In order to improve ROI, create a clear communication plan so shoppers know where and how to retrieve their orders. Provide details on your program before checkout. When orders are ready, send a notification through channels such as email, SMS, or push notifications. Include detailed instructions on identification needed, store details, and directions. Be sure to offer customer support should a shopper have a question.

Many retailers are moving from scrappy to scale in preparation for this holiday season. For example, fulfill orders with modern order management. It connects back-end systems with pre-built apps to integrate ERPs, CRM, and POS systems to access order data. You can visually manage workflows and get a real-time view of your inventory. Orders are processed quickly with automated fulfillment, payment capture, and invoice creation.

When it’s time for shoppers to retrieve their orders, communicate instructions clearly on their preferred channels — customers, on average, use eight different channels to communicate with companies. Send an alert through email, SMS, or push notifications with details on where and how to pick up their items. Give clear instructions with the type of identification needed (e.g., plate number for kerbside), store details, directions with a link to maps, and support channels should shoppers have questions.

You can also leverage localisation capabilities to support multiple currencies and languages. Plus, prioritise fulfillment across selling channels (including the store, marketplaces, and social channels), customise business logic, and add apps for payment, store, and more.