E-commerce orders surged between March and April as demand for everything from essential items to luxury clothing skyrocketed as a result of the COVID-19 crisis.
With nationwide closings, many business owners are rethinking sales strategies to capture revenue online.
Whether you’re navigating how to transform your brick-and-mortar business into an online marketplace, scaling sales volume, or capturing a new digital demographic, here are the best ways to pivot your traditional business to a competitive e-commerce enterprise.
Narrow down a product category
Most retail businesses sell a combination of two sales categories: commoditized products that are in high demand and essential to all customers and niche items that cater to a specific customer base — like shapewear or cruelty-free skincare products. Assess which items or services will be most valuable to customers online now to claim a competitive edge in the saturated market.
Pick your marketplace
Once you know the products you’re going to sell, decide where you’re going to sell them — direct-to-consumer on your own website or social media channels, e-commerce platforms like Amazon, eBay, Etsy, or multiple.
Do market research to ensure you’re selling products on the platform that will bring in the most customers and the biggest number of sales.
Create content that sells
Bring the experience of brick-and-mortar window shopping to life through high-quality product content like eye-catching product images and virtual tutorials that show exactly how to use them. Leverage social media platforms to build and grow your customer base.
Outsource shipping
One of the biggest hurdles to scaling an e-commerce business is handling shipping in-house. Dealing with logistics to get products to customers can be time-consuming and costly when bandwidth can be better used to source new inventory, market and advertise products, and boost engagement with customers. Outsourcing shipping to a third-party logistics warehouse fulfillment center can also cut costs so businesses can avoid paying retail rates for shipping carrier services.
If you’re brand new to e-commerce, a third-party shipping or fulfillment warehouse company can help store inventory, distribute customer orders, and help scale your business.
Optimize your sales success
If you’re selling a bundle of niche products and you can identify top-sellers based on demand that consumers will rely on weekly or monthly — whether it’s cosmetics, grooming products, or clothing — consider a subscription box service to package your products and retain a customer base long term.
About Brendan Heegan
Brendan Heegan is the Founder of Boxzooka Fulfillment & Global Ecommerce. Headquartered in New Jersey with satellite operations around the country, Boxzooka is a warehouse fulfillment center with international landed-cost technology and proprietary warehouse management systems it also licenses, focusing on servicing the logistics needs of online retailers. Brendan has nearly 20 years of experience in transportation, fulfillment, and distribution, both domestically and Internationally. He started Boxzooka because he saw consolidation happening in the marketplace, creating a need for more competition and more customizable solutions for best-in-class fulfillment management and technology solutions.
Ready to reduce your company’s carbon footprint and cut waste in the supply chain? These steps will help you plant the seeds.
Fending off climate change is an immense and complex project. But it’s easy to plant one tree. Dig a hole, lower the root ball, shovel back the dirt, add water, and voila! The world is that much greener. Like gardening, supply chain management offers many practical opportunities to improve the health of the earth. Here are some ideas.
Packaging
1. Shrink the dunnage. Sometimes you can’t help but leave a little space around a packaged product, especially if it’s fragile or irregular in shape. But creative shippers or their third-party logistics (3PL) providers can find ways to reduce the material needed to fill the void. For instance, when Boxzooka, a Secaucus, New Jersey-based firm that provides e-commerce and warehousing services, took over fulfillment for a customer, the packaging process the company requested called for about 30 feet of paper dunnage per order. “We implemented a new type of paper and a machine that crinkled up the paper in an automated format,” says chief executive officer Brendan Heegan. “This process ends up using about 12 feet of paper per order instead of 30.”
2. Skip the box. Rather than place the product in a branded package and then insert that in a shipping box, one of Boxzooka’s e-commerce merchants might design a small shipping box, or polyethylene envelope (poly mailer), printed with its own logo. The merchant ships its product to Boxzooka in bulk. “Then we ship it out the door to the end consumer in their branded shipping boxes or poly mailers,” says Heegan. A customer who decides not to keep the product can send it back in the same mailer.
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Some e-commerce merchants use a different tactic to remove packaging from the returns process. “Offering a packageless dropoff solution is a good way to reduce cardboard boxes,” says Ann Starodaj, senior director of sustainability at Optoro, a Washington, D.C., firm that offers a technology platform for managing product returns. A customer takes the unwanted product to a retail store or other dropoff point, which consolidates numerous returns into one shipment.
3. Right-size your boxes. “Reducing the size and volume of packages is super important for an e-commerce retailer,” says Heegan. The smaller the box, the less cardboard it consumes, and the less space it takes up during transport. Shrink enough boxes, and you could cut the number of trucks your operation puts on the road. Boxzooka works with e-commerce merchants to help them ship in smaller packages.
French firm Quadient, with U.S. headquarters in Milford, Connecticut, provides automated systems that build shipping boxes tailored to the dimensions of each outbound item. “One customer eliminated 92 truckloads annually by implementing the solution,” says Sean Webb, business development executive for the Packaging by Quadient product line.
Warehousing
4. “Green up” your physical facility. Boxzooka has taken numerous steps to reduce emissions and waste in its two warehouses. For example, it uses LED lighting and motion sensors to reduce energy consumption. And the company recycles all the materials it can, including plastics, aluminum, and wooden pallets.
Trucks used to arrive at Boxzooka’s facilities once or twice weekly to pick up dumpster loads of cardboard for recycling. But new equipment that bales and compacts the cardboard has reduced those trips significantly.
“Now we fill the capacity of multiple dumpsters once monthly,” Heegan says.
5. Adjust your scheduling. The hours of operation in a warehouse can impact how much energy that facility consumes.
“We keep all our business consolidated into one shift, or sometimes we flex and do an extended shift,” says Heegan. The company finds that running, for example, one shift with 30 associates is more environmentally sustainable than running three shifts with 10 associates each.
“Or maybe we’ll do a 10-hour shift instead of two eight-hour shifts, with different people coming in and overlapping one another,” he adds.
Besides the number of hours a warehouse operates, choosing specific hours can also have an impact.
“If you have the right air conditioning and you’re a food vendor in the summer, you might want to do some of your work at night when it’s coolest,” says Kevin Beasley, chief information officer at VAI in Ronkonkoma, New York, which provides an enterprise resource planning solution and related software.
Strategy
6. Enlist a 3PL. Without incurring significant costs, a company can reduce its carbon emissions by operating more efficiently, says Mark Kunar, executive vice president at DHL Supply Chain North America in Westerville, Ohio.
In fact, by making better use of transportation and warehouse capacity, reducing the aggregate distance traveled by each transportation unit, and eliminating unnecessary use of resources, a company can reduce costs, move inventory faster, and become more responsive to customer demand, while also helping to green the planet, he says.
“Shippers can do this by evaluating the tools that can provide the biggest network and capacity benefits,” Kunar says. Or they can rely on tools deployed by supply chain partners.
“DHL Supply Chain, for example, deploys services such as an optimization tool, network design consulting, and the ability to broker loads for backhauls to match capacity,” he adds.
Companies that use 3PLs would do best, environmentally and otherwise, to rely mainly on one partner rather than spread their business across several, says Andrew Lynch, president of Zipline Logistics, a 3PL based in Columbus, Ohio.
That 3PL can then take a big-picture approach to making your operation more efficient.
“Allow your partner to work with you in a strategic way, and you’ll be surprised at what kind of sustainability initiatives come about,” Lynch says.
7. Measure your current state. “Take a look at your business and understand its impact from a sustainability standpoint,” says Webb of Packaging by Quadient. “How many trees are being impacted? How much plastic are you using in your solution?”
Experts in the field, such as companies that manufacture packaging materials, can help with those calculations. With a clear picture of your current impact on the environment, you can set goals for improvement.
Transportation
8. Get smart about routing. Trucks that lose less time in peak-hour traffic burn less fuel. So do trucks that seize backhaul opportunities rather than pull empty trailers. “Many supply chain applications incorporate artificial intelligence (AI) to quickly analyze backhaul and truck routing options,” says VAI’s Beasley.
9. Choose a primary LTL carrier. A company that ships even moderate volumes of less-than-truckload (LTL) freight might use six LTL carriers to send its freight to different markets, says Lynch. Each of those companies sends a truck to pick up one or two pallets, returns that freight to its terminal, and then sends it back out again.
Zipline can work with a customer to identify one LTL carrier that provides good service to perhaps 85% of its markets. Based on that volume, Zipline negotiates an attractive rate for the freight.
“Then we can bring in one trailer and pick up all the LTL shipments in one day, as opposed to having multiple trucks driving in and out,” Lynch says. “That’s a great way to take four or five trucks off the road for that individual shipper. And that has a significant impact on their overall carbon footprint.”
10. Join SmartWay. Run by the U.S. Environmental Protection Agency (EPA), the SmartWay program helps carriers, 3PLs, and shippers adopt transportation practices that reduce their carbon footprint. A registered company reports its transportation-related carbon emissions to the EPA, which ranks its performance against other companies in its business sector.
“Asset-based capacity providers give the EPA their carbon footprint scores based on miles run, waste, and diesel usage,” says Zipline’s Lynch. “Then, as a third-party participant, we do our best to funnel business toward the more efficient carriers.”
Shippers in the program maintain their scores by working directly with SmartWay carriers or with 3PLs that use those carriers.
Participation in SmartWay is one tactic shippers can use to understand the emissions generated by their operations and by their suppliers. “Shippers should challenge suppliers to specify reduction benefits from solutions posed or delivered (baseline versus improvement), and to incorporate visibility on emissions tracking and reduction as a standard within their warehousing and transportation management systems,” says DHL’s Kunar.
11. Urge carriers to do the right thing. “By adding alternative fuel and drive-train solutions to your transportation requests for proposals, for example, and rewarding providers who are prepared to offer them, shippers can help to drive the market and to make these solutions more accessible, economically viable, and appealing in the future,” says Kunar.
Large shippers might encourage smaller carriers, or the 3PLs that use those carriers, to invest in tools such as SmartWay-certified or electric vehicles and alternative fuels. Then they could reward these green efforts with volumes on key routes. Such tactics might cost more in the short term but could pay off in the future.
12. Consolidate freight. Rather than fulfill small to mid-sized orders with separate LTL shipments, a shipper can put all the freight bound for a single market on one truck, which then delivers orders to multiple customers.
“We saved our customers about 1.2 million miles in 2018 through operating this way,” Lynch says.
Reverse Logistics
13. Minimize transportation. When a customer returns an item to a brick-and-mortar store, Optoro’s technology helps the merchant decide immediately how to dispose of that product.
“If it’s not worth shipping back to the return center, and it’s best to donate it from the store, then donate it from the store,” says Starodaj.
That decision, high in the reverse supply chain, can reduce the use of truck transportation. It may also cut waste by averting accidents that can occur when shipping miscellaneous products to a returns center. “Say a bottle of detergent leaks over everything,” Starodaj says. “That all needs to be thrown out.”
14. Rescue returned product. For most retail goods, the part of the life cycle that harms the environment most is manufacturing. “The best thing you can do is try to extend the life of that product,” says Starodaj.
If the first buyer doesn’t want it, get it to a secondary consumer. Then no one needs to make a second product to satisfy the second person’s need. “From a waste and carbon footprint perspective, reuse is huge,” she says.
Along with its returns platform, Optoro operates two “re-commerce” channels. One sells returned merchandise to consumers, and the other to businesses. Also, merchants often donate returned items, Starodaj adds.
Advanced-Data Science
15. Use cognitive automation. Traditional forecasting tools aren’t accurate or agile enough to match manufacturing to customer demand in today’s highly volatile markets, says Ram Krishnan, chief marketing officer at Aera Technology. Based in Mountain View, California, Aera provides solutions based on AI to enhance supply chain management.
When a company doesn’t understand true customer demand, it may order more materials than it needs, and manufacture and ship more products than customers will buy—wasting resources and increasing its carbon footprint, Krishnan says.
AI, or cognitive automation, can help a company quickly assemble and analyze large volumes of data from diverse sources to get a true picture of customer demand. Then, as supply chain systems execute on that forecast, the AI system provides advice about course corrections to make in real-time to account for demand fluctuations.
“You produce and ship the right amount of product, constantly optimizing and improving,” Krishnan says.
VAI offers predictive analytics software that reduces waste by determining how much product to buy and when to buy it, based on future needs. “If you’re bulk buying and that product sits in your warehouse for a year, that has a carbon footprint effect,” says Beasley.
“That space is being used, heated, and cooled.”
On the other hand, if you order products only as you need them, you put more trucks on the road. Predictive analytics software can help a company strike the optimal balance.
“Instead of getting a delivery from a vendor two or three times a week, maybe I can get it every 10 days or every two weeks if I can predict what my product turnover will be,” he says.
Expanding a successful online business often requires outsourcing order fulfillment, which can be a big step for startup business owners who have built a company through hands-on management. A third-party fulfillment center, or 3PL, can eliminate the burdens and risks of costly operational overhead. However, finding the right order fulfillment warehouse partner is a challenging business decision that can make or break a company’s future. According to a recent study by the Georgia Institute of Technology, fewer than 30 percent of the warehouses in the United States operate efficiently.
Four key factors can help online entrepreneurs decide if a 3PL will be a good fit for the next chapter in their company’s success.
Competency
The 3PL process starts long before actual order fulfillment. The warehouse fulfillment center will need to receive goods from the manufacturer, store the merchandise, and prepare it for delivery to customers. Is the warehouse capable of handling the work the business model entails? Does it do similar processing for other companies? Business owners should discuss the entire order fulfillment cycle — from receiving through shipping — with the 3PL management.
Ask if the fulfillment warehouse can handle split pallets and smaller shipments. According to a 2017 Supply Chain Warehouse & Distribution Center Operations Survey, more than half of all U.S. distribution centers cannot handle a mixture of pallets, cases, and split cases. Asking the 3PL for examples of how the order fulfillment process works with similar retailers can provide keen insight into whether the warehouse will provide the right level of service desired.
A little homework can go a long way. In addition to checking references, business owners might want to consider purchasing a product from one of the 3PL’s current clients to test the buying and delivery experience firsthand.
IT
In today’s e-commerce environment, every process is dependent on seamless data flow and a solid IT infrastructure. Learning whether a 3PL can easily adapt to a company as it evolves and grows is important.
Find out if the IT is outsourced through a third-party warehouse management system (WMS). Fulfillment warehouses that operate on old platforms or outsourced technology are risky. Older technology might be hard to adapt to new e-commerce platforms and integrate with third-party marketplaces down the road. Outsourced technology can mean higher costs for integrations, and the adaptations often are passed on to the retailer and can cause longer lead times to launch initiatives.
Trust and Chemistry
Even in the most competent and sophisticated warehouses with advanced IT or high-tech automation, success is dependent on the people who operate it. Entrepreneurs should consider whether they trust the warehouse team to do everything needed on a daily basis and to be responsive to unexpected problems.
Looking for a 3PL with the lowest rate might cost a business more money in the long run. Entrepreneurs should make sure prospective 3PLs have security systems and a protocol for checking in their staff and temporary employees. Cargo theft alone costs retailers up to $30 billion each year in the United States, according to conservative estimates. Business owners should think about the big-picture relationship with a 3PL and look for a facility that seems to be led by a group of reasonable and competent people.
Pricing
While cost is an important factor, the price is moot if the warehouse falls short on any of the aforementioned points. For example, if a fulfillment warehouse isn’t keeping accurate track of your inventory, any perceived savings will be lost in missing merchandise. On average, retail inventory is accurate only 63 percent of the time, according to recent GS1 Standards data.
Competent fulfillment warehouses will ask a laundry list of questions to identify all the potential costs of servicing your business. Understanding your business and effectively communicating all the variables is critical, including how products will come into the warehouse, how much the retailer will store, and how the retailer wants the presentation to go out the door.
Order fulfillment warehouses also need to make money. If a fulfillment partner doesn’t properly price expenses and is losing money by servicing a retailer, it will likely be less focused on service. A menu-based pricing model can give expanding retailers more knowledge of what to expect as business grows. Startups and businesses with unknown profiles should expect to pay more until they get data that can be properly analyzed. If requirements change, expect the price to change as well.
Choosing the right order fulfillment center is never an easy decision. Entrepreneurs who do some background research and ask the right questions can alleviate costly expenses and setbacks down the road.