Andrea Johnson

What’s the Most Important Ecommerce Challenge? On-time Shipping

November 18th, 2014

You can optimize your website, signage and marketing, but if you can’t deliver what the customer orders when they expect it,  it’s all for naught.

That’s the word from Debbie Hauss, Editor-in-Chief of “Retail TouchPoints,” a digital publication that covers customer-facing aspects of retail.

She spoke about the challenges of fulfillment with Daniel Burstein, Director of Editorial Content, MECLABS Institute, at the Internet Retailer Conference and Exhibition earlier this year.

“The most important thing is getting your inventory right,” Debbie pointed out. “It’s not as sexy as digital signage or what you’re doing face-to-face or on mobile technology or inside your store or website. But if customers want to buy online, you have to make sure you’re ready to fulfill orders when they want them.”

She explained that Amazon has shifted customer expectations. The marketplace is putting pressure on all retailers to get things to customers in two days.

“The bottom line is customers are going to blame you if the product isn’t delivered when they’re supposed to have it,” Debbie said. “They’re not going to blame the postal service. So there’s a lot of supply-chain logistics that companies are grappling with to manage expectations.”

Watch her interview from the MarketingSherpa Media Center at IRCE to hear more about meeting customer expectations, particularly around the holiday season.


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