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Having taken the decision to begin trading, though, a considerable number find that managing growth thereafter is the greatest challenge to their prospects of sustained success.
The UK has a strong and justified reputation as something of a haven, particularly for small firms which sell on-line.
That means competition is very intense. To give you some idea, an estimated 200,000 SMEs use trading platforms such as eBay alone to attract customers.
Whether they use such an online marketplace or invest in their own websites, small firms face a considerable task to make what they offer distinctive.
If they can do so and order volumes increase, they soon reach a point where sales may outstrip their initial infrastructure, especially if businesses are run from home or small offices.
It is a situation which UK SMEs increasingly expect. In a survey by smallbusiness.co.uk, 50 per cent of UK SMEs surveyed anticipate revenue growth of at least 4 per cent over the next 12 months.
As good as that sounds, it can amount to something of a commercial crossroads for companies too small to have their own warehouse or supply chain facilities. Do they take a risk on only dealing with sales at a certain level and potentially damage their reputation with consumers or do they seek specialist support in order to grow and retain the very things which made them different?
Having built a fledgling business, it can be difficult relinquishing absolute control. However, calling on reliable fulfilment support can actually enhance an SME’s operations.
GFS Logistics acts as a trusted advisor to more than 50 clients from many parts of the UK and of varying sizes.
They have seen that our holding stock and then taking charge of the dispatch process releases both space and time for SMEs, allowing them to concentrate on selling.
It doesn’t necessarily mean that the personality or control of a small brand is lost. One of the key elements that we’ve been able to provide, for example, is bespoke packaging, because we know that how products are presented when they arrive can be as important in encouraging repeat business as the price and range of goods themselves, or the choice and flexibility of delivery method.
We are under no illusion about how big a step it can be trusting others enough in order to trust yourself to let go of fulfilment.
Even so, many of our clients have found that it’s a step forward into a bigger and more rewarding future.
Deciding to outsource and find the right eCommerce fulfilment house can seem like a daunting task- after all, it is scary to put your trust and confidence into another company to control a key component of your business. You need a partner who will understand your concerns and take great care to put your mind at ease and, as experts in their field, will deliver the highest quality service your customers expect.
Martin Sandland, Senior Account Manager, at GFS Fulfilment says:
“The key to outsourcing your fulfilment is to find a partner who truly understands your business, working closely with you to become your virtual warehouse team.”
Online shopping is on the rise. It has been estimated 30% of all purchases will be made online by 2024*, and the recent Covid19 pandemic has accelerated this growth. For many SMEs, the number of orders received can sometimes outstrip the capability to fulfil them. Many businesses find their resources are pushed to the limits which can feel overwhelming and stressful when trying to tackle increasing order volumes. Outsourcing your fulfilment offers an extra helping hand, as well as being a great way to reduce costs and improve efficiency and productivity, leaving you to focus on driving sales and cultivating business growth.
There are many fulfilment companies in the UK who provide a variety of services:
It might be tempting to make a decision based on price, but there are many other aspects to choosing a fulfilment company who will actually add value to your fulfilment offering. Here are our top tips for things to look out for to help you choose the right fulfilment house for your business.
1. Support
One of the most important things you will need to think about when looking for a fulfilment partner is how they will support you and your business. A good fulfilment house will be interested in you and your products, and will pro-actively look to help in any way they can. Look out for a company that cares as much as you do and quality checks your products to ensure your customers are always happy with their purchase.
Many fulfilment houses will also assign you a dedicated Account Manager, which will be hugely beneficial for building a strong working relationship, enabling you to work productively and positively together towards a shared goal. They will also be able to help you with their shipping expertise and ability to despatch complex trade orders as well as eCommerce domestically and globally.
2. Security
The best fulfilment houses will invest in high quality security to detect and prevent theft from external burglars as well as internal staff. They will have CCTV or alarms installed and perform regular inventory audits to check no stock gets misplaced. Ask the fulfilment house if they have these measures in place before you commit to make sure your products are in safe hands.
3. Understanding the product
A great way to decide if a fulfilment house is for you, is to look at who they count as their existing customers. Do they sell similar products? If so, the company will have good knowledge and experience with regards to the space and shipping required for your product. Your goods may need specialist protective packaging or attractive wrapping which fulfilment experts can recommend and supply to you, often using their buying power to give you cheaper prices.
If your product is unique, a good fulfilment company will spend time understanding your product and your business. If they hold a wide mix of different products in their warehouse, this will show you that they recognise that one size doesn’t fit all; a willingness to adapt will give you flexibility and assurance that your products will arrive with your customer just as you intend them to.
4. Technology
One of the biggest benefits of outsourcing your fulfilment is taking advantage of their large investments in sophisticated technology. Fulfilment houses will have different levels of technology installed, from order processing via multiple sales channels to warehouse management systems with barcode scanners and order tracking. With access to such complex technology, this will give you increased visibility and accuracy of picking, reducing manual mistakes and saving you money. It would be very expensive and time consuming for smaller companies to introduce this level of technology on their own so take advantage of the tools they have at their disposal.
5. Visibility
A visit to the warehouse is a must, see how they handle the operations to help you envisage how your orders will be cared for. You should feel comfortable with the level of order updates you will receive and the processes they will take to resolve any issues or problems if they should arise.
Visibility gives you assurances of which products have been picked, packed and shipped and at exactly what time. Combined with regular open communication with your account manager, the fulfilment trail provides accountability and helps you maintain a level of control.
Flexible fulfilment that accelerates growth!
At GFS Fulfilment, we don’t believe in ‘one size fits all’…
We help you deliver a first-class customer experience every time – so you can forget about packing orders and focus on growing your business.
Bespoke order fulfilment tailored to you, no matter how complex:
• Product-specific storage solutions and state of the art technology
• 24/7 stock visibility via our WMS integration
• 99.97% picking accuracy
• 1000+ international delivery options fully managed by GFS
• Multiple goods in and returns quality checks
• 320K returns drop-off locations
Even if retailers can stock, market and sell their products, they must be able to deal with goods returned by consumers because they’re unwanted.
Returns now account for a considerable proportion of online orders, especially those placed with clothing companies. One recent survey suggested that one-sixth of all items bought online are sent back.
Women have adopted the habit more than men, it seems. A quarter of those women who took part in the study admitted to buying more products than they intended keeping simply to check the size and look of apparel.
It is as though the same mentality which saw us taking a number of items to high street changing rooms before deciding on our purchases has migrated to the digital store.
Given that online sales show no signs of slowing down, businesses both large and small could easily find their operations choked if they don’t have systems to manage returns.
We have long appreciated that returns are a key part of the order fulfilment and customer service functions.
We know how essential it is to check items sent back by consumers in order to help get undamaged purchases back on sale as swiftly as possible and facilitate the kind of rapid refunds which can keep customers happy and inclined to order again.
That’s why we subject all returns to rigorous checks to determine whether they can be included on the inventory of stock held on behalf of our retail clients or sent on to them as being unsuitable for sale due to damage or a manufacturer’s flaw.
It comes as no little relief to our clients that they don’t have to do undertake the work themselves but can rely on efficient, fast and transparent processes at our fulfilment houses in Newbury and Bristol.
The unboxing experience is about creating a memorable moment for the consumer, it’s the first tangible contact they will have with your brand so it pays to make it enjoyable. Delighted customers are taking to social media to share their shopping experiences, excitedly showing off their purchases and the packaging they arrive in – just search for #unboxing to see how happy people are to receive parcels with a difference, not to mention the free promotion they are doing for the retailers.
Online shopping is becoming more and more about the “feeling” as retailers look to match the in-store experience. When consumers enter a physical store, they are enticed by how the products look, the interior design, the music, the friendly face at the door, even sometimes the smell. They enter the world of the brand and feel part of the story. To compete, e-retailers are using packaging to recreate these feelings and make that connection.
Packaging is a great way to show brand personality and set yourself apart from competitors. Consumers view their choice of brand as an extension of their own personality, so personalising your packaging in this way will help them to relate to you. This involves a careful selection of packaging materials and a purposeful display of products to deliver the wow factor, something that’s unexpected but impressive.
A great unboxing experience should make the customer feel special and as if they are receiving a present from you, encouraging them to buy from you again.
The box – The box is the backbone of your packaging and the first thing that people see. It needs to do the job well but it can look good while doing so. There are lots of ways that you can make your box stand out from the crowd. Printing the box with either text, graphics, or colours can make a huge difference, this can be done on the inside for a burst of colour once opened. You may also want to consider ensuring the box is easy to open; boxes with tearing strips are becoming more common and take away the stress of trying to open a box that’s bound in parcel tape.
Tissue – Give your products some TLC with some pretty tissue paper. Tissue is a great way to protect products from scratches or to use as void fill to stop movement. It also shows that a product has been cared for and is often a technique used by high end boutiques to add value to the experience.
Finishing touches – Bespoke boxes can be expensive but there are some small embellishments you can make to your packages to thrill your customers. Ribbon, stickers or printed tape make excellent additions that will make your parcels shine. Get creative to make your deliveries unique and use your brand colours or logo to keep it relevant to you.
Little gifts – Sometimes you need to give a little to get a lot, and consumers love freebies. Send your parcel off with little gifts to really surprise your customer. It doesn’t need to be anything expensive, a sample, a mini packet of sweets or a discount code can really do wonders and keep your customers coming back for more.
Personal notes – Some online sellers have seen great success through sending little notes in their parcels. A little thank you can mean a lot and make your business seem more human, which is a real selling point for small sellers competing with high street giants.
With technology developing almost on a daily basis, life is faster and more convenient and we love it – anything to free us of boring time-consuming tasks. We are always looking for a solution, and often think of technology as the answer. After all, computers can produce faster and more accurate results than a human can.
In logistics, technology helps increase the capacity, precision and visibility of stock control, pick and pack and delivery tracking. It has done wonders for industry productivity, it enables us to reach more customers, multiply sales and deliver what they want faster than ever. This is hugely valuable in the fast paced world of eCommerce, saving time and money for a lot of businesses. But is enthusiasm for technology clouding a vital aspect of the customer experience?
Our emotional intelligence is something that robots just can’t beat.
In business, it’s often all about spreadsheets and numbers but let’s talk about feelings. It’s important to have mutual understanding and trust in a business relationship. Many people would like to remove emotion from business but this is a big part of our make up so we think we should embrace it.
We understand your products are the core of your business and to entrust this part of your operation to a third party is a huge commitment. You need a fulfilment partner who you can trust to help you meet the ever increasing expectations of your customers. This relationship is as much about feeling and emotion as it is about function and practicality.
Computers and robots are programmed to perform tasks within set parameters and to the same standard every time – great for consistency but what if you need help with something outside of these parameters? This is where humans come into their own.
A real person, like our account managers, who actively helps with care and thought will turn a good experience into an outstanding one to be remembered. We can probe and ask questions and think of a solution, even if it is outside of the usual criteria. Technology boosts efficiency but when combined with human insight it can deliver exceptional results.
We don’t believe in “computer says no”, we will go the extra mile to make sure we deliver what you and your customers need. After personalisation or an order despatched after the daily cut off time? We will find a solution for you to ensure your customers return time and time again.
Research carried out by ContactEngine and YouGov found that 44% of consumers are less tolerant of poor customer service than 3 years ago. We feel this is also true for retailers dealing with business partners.
How is technology impacting our patience and loyalty?
The human touch is often overlooked by the big organisations in place of ticking the boxes; phone numbers and site visits are replaced by online forms and automated emails. It can be difficult to find contact details to speak to a real person or if you can get through, half an hour of hold music will test anyone’s patience.
With Green Sleeves still ringing in their ears, frustration and disappointment leads many to use social media and forums as a customer service tool. But this is not the best route to a fulfilling and positive working relationship. We want to spend time getting to know our customers, their products and their business. To be a joy to speak to and take away that stress and frustration.
At GFS, we want to give that little bit extra- to listen to you as an individual and care about your business.
Human conversation has become so valuable in our age of social media and smart phones, where we are spending more and more time communicating through a screen. We think speaking to you personally and getting to know you is far more meaningful and beneficial than having to “press the hash key”. This to us is paramount to providing a first class customer experience and also helps us to help you as much as we can – this is our top priority.
We take inspiration from Robin Lewis, Relationships Manager for Feefo: “To know your customer, you need to listen to what they say and to listen you need to ask and then respond.”
By having your own account manager, you will have someone to speak to by name who knows you and the needs of your business. If you speak to Karen at 9am about your new blue polka dot packaging, you’ll be sure you can speak to Karen again at 5pm and again the next day and the day after that, if you need to.
In fulfilment it’s easy to rely on technology to get orders out of the door quickly. Speed and convenience are our priorities but technology needs to go hand in hand with human interaction, one without the other impacts the customer experience.
We use technology to make sure products are safe in the right locations, they are scanned regularly, picked and packed quickly without errors. But we also want our customers to feel safe talking to us, that we are supportive and understanding but also flexible to their needs. Our hybrid solution not only enables us to continue to be innovative in our quest for fast fulfilment but be a friendly voice to help whenever needed, to take away the stress and help your business flourish and thrive.
Daniel Ennor, Commercial Director from GFS unlocks the secrets to how delivery can be used to drive conversion, customer loyalty and revenue growth.
Watch the video of this keynote presentation to 300+ retailers to understand how to make delivery an enabler for revenue growth and not a barrier:
We have reviewed a range of checkout formats to see how the delivery experience can influence consumers to commit to a purchase, and convert would-be customers into buy now customers
Shopping cart abandonment is one of online retail’s biggest frustrations. With 69.2% of all shopping carts left discarded (Baymard Institute, 2017), it’s easy to see why this is an annoyance – that’s a huge number of sales that retailers miss out on.
Some of the factors causing abandonment are unavoidable – people become interrupted by the doorbell/phone/baby crying, or they just use the website for research. This is beyond our control but retailers can remove delivery as one of the obstacles that prevents consumers from completing their purchases.
We have reviewed a range of checkout formats to see how the delivery experience can influence consumers to commit to a purchase, and convert would-be customers into buy now customers.
A swift and seamless checkout system, with a range of delivery options, can ensure that customers have no excuse not to place their order.
The below checkout requires a lot of data to be entered manually. It is a time consuming and tedious task for customers, making it too easy to become bored and distracted. Many people will begin to question: “Do I really want this product?”.
The checkout should be quick and straightforward which is where a postcode lookup box would help.
This would automatically fill in the customer address to help the customer complete the form in a few seconds rather than minutes.
24% of consumers say they abandon a purchase because there were unexpected costs at the checkout (Baymard Institute, 2017). It’s important that all costs are clear from the outset so the consumer knows what to expect and is not surprised by extra charges.
The below checkout has not specified the actual delivery cost and requires more information from the customer before the final cost is displayed. A cheaper option is also available for this item.
In fact, Citizens Advice recently outlined 6 parcel delivery principles in partnership with The Consumer Council and the government. This is number 3:
“At the earliest possible stage in the online buying process, online retailers should ensure that consumers can easily access clear, timely and transparent delivery policy information.”
This checkout only provides one delivery service and the description will leave the customer unsure when they are likely to receive their order. These are problems that may prompt them to reconsider.
In contrast, the below checkout offers a range of delivery options with expected lead times, which is exactly what consumers are looking for.
Research recently carried out by Shutl found that 95% of shoppers would go elsewhere if a retailer couldn’t offer delivery options to suit their needs, so this checkout certainly helps consumers to fit their delivery into their busy lifestyle, while also managing their expectations.
However, it could be enhanced further with the addition of Click and Collect stores and named day services for even more choice and convenience.
Click and Collect has soared in popularity in recent years thanks to the possibility of collecting a parcel at a time that’s most convenient, especially as some locations are open late in the evening or, in the case of parcel lockers, 24hrs a day. Many consumers will look out for this option so it’s important it’s included within the checkout.
This interactive map shows the customer a choice of store locations, along with the distance from their home address. The user can also zoom in or out and view store opening hours, so they can choose a store with collection times most suitable for them.
Personalising the checkout to each individual customer ensures the content is adaptable and relevant to them.
Only one of the below delivery options is available to customers in remote areas, and showing them something they cannot have could lead to frustration. It could also leave them feeling unwanted as a customer and ultimately less inclined to follow through with the order.
The below checkout is a prime example of a simple and easy checkout process tailored to the customer’s location. The customer can choose exactly how and when they receive their order, with a range of delivery options that are address specific, with real-time available delivery dates.
The customer can choose exactly how and when they receive their order, with a range of delivery options that are address specific, with real-time available delivery dates.
All of the options are displayed in an easy-to-navigate calendar and interactive map, making it straightforward for the customer to select a delivery that is best for them.
Above all, a checkout should be kept hassle-free by minimising the steps needed to complete a checkout transaction. Consumers should be able to click buy and place an order instantly.
A guest checkout can give customers the option to avoid creating an account or having to remember another password. They will, however, need to confirm address details, delivery preferences and payment details. How can a customer securely pass all this information to the retailer with the click of a button?
This checkout can access stored and secure customer information from Parcel For Me so no retailer site log-in is required and no data fields need to be filled in.
By making the process frictionless, customers then have little opportunity to think of reasons why they shouldn’t order, but can do so quickly and easily every time – turning abandoning customers into loyal customers.
GFS release new hassle-free widget, giving retailers ability to add entire DPD Pickup network to a full suite of delivery services within their checkout.
GFS have released their free delivery options plugin, used by leading UK brands Mamas & Papas and Molton Brown, in open-source widget form to help retailers easily and quickly add a full delivery service mix to their checkout.
Heather Ellis, Mamas & Papas Distribution Manager, says: “The implementation of GFS Checkout has given our customers control of their delivery experience. They can now choose when & where they receive their goods ensuring that Mamas & Papas customers can benefit from both the convenience and flexibility of different delivery options.”
GFS Checkout gives online sellers the tools to beat shopping cart abandonment from lack of delivery choice, improving the shopping experience and winning them sales. Services available include; next day, timed, international and click + collect, with access to all DPD Pickup locations.
The GFS Checkout widget can future proof click and collect options. It automatically adds new store locations as and when they are released, without the need for any code changes, ensuring consumers have access to the very latest delivery services in their area without draining development resources.
DPD recently added 222 Matalan stores to their Pickup network and are set to continue their expansion to well over 2,800 nationwide locations in 2017.
Des Travers, Head of DPD Pickup, says: “We are thrilled to add our extensive nationwide Pickup network to GFS Checkout, enabling retailers to offer customers super convenience with minimal effort. It provides consumers with all the information they need to make the right delivery choice for them.”
Peter Liu, Managing Director for GFS Technology, says: “We have distilled our 15 years of knowledge and experience into this simple to implement web widget. It gives online sellers the tools to offer delivery service options specific to the consumers address, ensuring a standout experience. We are delighted to have DPD Pickup locations available within GFS Checkout, they offer fantastic UK coverage and the service delivers real convenience to busy consumers.”
The open-sourced widget can be applied to a checkout quickly, helping retailers swiftly optimise their delivery page. It can be customised to fit brand guidelines and full help and support is all available through the newly released developer portal: developer.justshoutgfs.com.
In the run up to peak trading, many online retailers have their sights set on sales volumes but this should not come at the cost of consumers’ needs. To win and retain a customer you need to think about the customer experience as a whole; from first click to delivery at the door to returns. This means that shipping should be as much of a priority as stock availability and website capability.
IMRG’s latest industry report calculates the overall cost of delivery delays: redeliveries, failed deliveries and loss of business from disappointed customers, is a staggering £436,548,044 a year. Resource heavy despatch operations or first time delivery issues are amplified when peak volume hits, so it’s time to overcome logistical hurdles and use delivery to your advantage.
Delivery options do influence a customer’s decision to buy and lack of choice to meet customer expectations is regularly cited as the main reason for cart abandonment. Sales tend to reach over the £billion mark over Black Friday weekend, so to take advantage of opportunities like these it is paramount to tell your customers at the checkout when they can expect their delivery.
Present your delivery options in a way that recognises the needs of the customer and, most importantly, what you can fulfil. With the GFS Checkout plugin, you can give consumers the power to choose how and when they receive their order with delivery services tailored to their specific address.
Despatch should be quick and easy, and selling on lots of different channels should not hold you back. GFS has integrations with leading ecommerce platforms and can produce shipping labels for over 1000 different carrier services. Specialist shipping tool GFS Selector can automate despatch across multiple sales channels, eliminating manual tasks to save you time while improving shipping accuracy and efficiency.
One size doesn’t fit all and there’s a diverse range of services to suit different consumer needs. Getting this right will delight your customer while boosting performance and cost effectiveness for you. GFS can create the best carrier and service mix for you with access to a full spectrum of delivery services, including international services, click + collect or lockers – with warehouse automation to get the perfect match every time.
According to IMRG, the last two months of the year account for 25% of all parcels volumes in the UK so spreading the risk with multiple carriers can give you a safety net in the event you need to quickly switch. Managing many carriers in-house can become overwhelming in busy periods when resources are tight. GFS is your one point of contact for all parcel enquiries no matter which carrier you sent the parcel with.
Customer experience not only impacts the likelihood of a sale but the chances of repeat purchase. Feefo, the online customer review experts, states that 95% of customers will return if a complaint is dealt with quickly and efficiently. Handling the enquiry comes with a cost, IMRG have calculated that the average cost per enquiry is £6.10. Factoring this cost into your operation majorly affects your margin but what if you could avoid the complaint in the first place by managing customer expectations around delivery.
GFS’ team of parcel trackers, monitor your shipments to identify possible delays, taking preventative actions to reduce delivery issues and increase customer satisfaction. When this is combined with delivery notifications, the customers are kept in the loop and the chances of delivery failure are greatly reduced.
Peak is a rollercoaster; it can be exhilarating seeing the orders fly in but also stressful as operational capacity reaches the point of exhaustion. You need a partner you can give you the right support and knowledge to defeat your delivery hurdles. GFS, the delivery experts, will help you get the most from peak without breaking a sweat.
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