April 10, 2015 Industry news
For the digital shopper, fulfilment is a key driver of spend. With speed, cost and flexibility in delivery top priorities. Reducing the time and distance between shopper and product is imperative, while simultaneously boosting visibility of the supply chain to give the consumer greater control over delivery. Gaining the sale is no longer necessarily the end of this journey. To create a truly seamless experience a convenient delivery service needs to be supported by an equally high standard returns process.
Planet Retail’s research into how GS1 standards can enhance the shoppers experience in an omnichannel environment, found a number of benefits to each stage of the shopper journey. When it came to fulfilment, they found our standards can assist in granting customers the flexibility and choice they demand when it comes to obtaining and returning their online purchases. Identifying that we can help drive forward anytime, anywhere fulfilment to appease the constantly-connected consumer.
Poor fulfilment capabilities will have a detrimental impact on sales. Providing flexibility and choice, while shortening the distance and time between product and consumer, must be a priority.
Implications:
- Fast and reliable fulfilment
same of next day delivery is becoming expected - Increased choice
facilitating in-store prick-up or collection points, and accepting store returns - Value for money
offer free delivery and returns or provide delivery pass schemes
Flexibility and choice
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When it comes to earning a consumers spend, competition is intensifying. Retailers are increasingly looking to innovate and differentiate through fulfilment.
It’s all about the final mile - providing convenience and choice for the time constrained, constantly-connected modern day consumer is key.
Fulfilment methods used by UK shoppers…
Supply chain visibility
Visibility is now a key issue for retailers, as shoppers expect more accurate and real-time information to aid their buying process. With the ubiquity of mobile, these devices are playing a role across channels, leading to retailers and logistics companies alike to leverage this to meet customer expectations.
Our standards can provide greater management and control over shipped goods, to give a transparent view of the supply chain. This more refined accuracy makes parcel tracking and real time updates on the status of a delivery possible.
The ability to more effectively track products minimises the risk of lost items and allows customers to track their parcels. Alternatively, should a package not arrive on the scheduled day, it can be quickly traced and rerouted to the shopper. Ultimately improving brand image.
The detailed information our standards can provide on shipped goods can also be communicated to brands and retailers before stock is delivered. Speeding up the receipt of goods upon arrival to a store/warehouse.
The future
Looking forward there will be a rise of new fulfilment options as retailers innovate to get even closer to the shopper.
What can we expect retailers to deliver on?
The range and type of fulfilment options is becoming more complex and expensive. Adopting solutions that simplify the process is essential. Using our standards, businesses will benefit from interoperability and flexibility in delivery models, making it easier for the anytime, anywhere shopper to have anytime, anywhere fulfilment.
Coupling this with our Digital Coupon standards retailers and brands can reward shoppers for using their preferred delivery method. The information generated from digital coupons can help brands/retailers build up a clearer picture of their customers, such as the particular delivery services they are using, to move towards a more tailored fulfilment process.
This article is based on the Planet Retail research piece 'Delighting the modern shopper - Where GS1 standards apply in today's shopper journey'