The Importance of a Multi-Carrier Strategy

Using a multi-carrier delivery service has become essential for managing fluctuating order volumes and meeting customer expectations. Before partnering with GFS, relying on a single carrier made it difficult to handle demand spikes, such as scaling from 500 to 10,000 orders per day. GFS removes that pressure by providing a seamless, integrated platform that keeps every stage of the delivery process connected. This means all business systems share the same real-time information, giving full control over delivery operations.

Flexibility and Control with GFS Technology

GFS technology allows quick adjustments to delivery options at the touch of a button. This includes switching services on and off, scheduling changes, testing new pricing and bringing carriers online or offline as needed. This flexibility ensures customers have a choice of delivery methods while enabling rapid responses to any issues. By integrating every step of the delivery chain, GFS provides the agility required to maintain a smooth and reliable service.

Delivery’s Role in the Customer Journey

Research has revealed that delivery is no longer just a checkout consideration – it influences shopping decisions from the very start. Customers now factor delivery speed, convenience and flexibility into their choice of retailer before adding products to their basket. Poor delivery options can deter purchases altogether, highlighting the importance of offering choice and transparency early in the journey.

Quantifying the Cost of Missed Opportunities

One breakthrough insight from the research is the ability to quantify the financial impact of poor delivery options. The industry has long understood that limited or unsuitable delivery choices lead to lost sales, but until now, this was difficult to measure. Having concrete data on the scale of this problem highlights the significant opportunity for businesses to boost revenue by optimising delivery offerings.

About Cotswold Trading

Cotswold Trading is a high-quality homeware and gift retailer based in the Cotswolds. The business began around 30 years ago as a bricks-and-mortar store in the village of Broadway and has since expanded to include a second store in Leamington Spa and a children’s toy shop in Broadway. Alongside its physical shops, Cotswold Trading has developed a strong online presence over the last 15 years, with a major focus on eCommerce in the past four to five years. The business offers around 4,000 products online, ranging from home décor to gift items, with a distinctly British and countryside-inspired style.

GFS Integration and Benefits

Since 2016, Cotswold Trading has partnered with GFS, integrating its services with the company’s Visualsoft eCommerce platform. This integration has transformed operations by providing seamless label creation, order tracking and parcel management through GFS Selector and GFS Seeker. The tools allow the warehouse team to generate shipping labels easily while the online team can track deliveries, handle customer queries and raise issues efficiently. This streamlined process has addressed previous pain points and improved transparency for customers.

Managing Delivery Challenges

Cotswold Trading uses a mix of direct pickups from carriers like DPD and services routed through the GFS hub. For international orders, DHL Express is the primary carrier due to its speed, though the business is exploring GFS International as a more cost-effective option. During challenges such as bad weather and postal strikes, the ability to switch carriers quickly, thanks to a varied courier mix, ensured orders still reached customers on time.

Seasonal Pressures and Customer Trends

The busiest period is mid-October to the week before Christmas, driven by strong sales in cards, calendars, decorations and gift items. Stock management and courier reliability are critical in this time. Although costs have risen across suppliers and delivery services, the business has noticed customers consolidating purchases into larger orders to save on delivery fees, leading to a higher average order value.

Fawkes Cycles has been serving cycling enthusiasts since 2009. Originally running both a physical shop and a mail order operation the business now focuses solely on online sales. They offer an extensive range of products including bikes, helmets, lights and cycling parts. Director Amanda Bishop is a former world cycling champion who brings personal expertise and passion for the sport into the business.

Seamless Integration for Greater Efficiency

The GFS integration has transformed how Fawkes Cycles processes and fulfils orders. The system connects directly with their website and warehouse, so labels and delivery instructions are generated automatically. With one integration they can choose from a wide range of domestic and international carriers without separate setups.

Flexibility and Cost Control

Running a mail order business means keeping costs competitive while maintaining service quality. If carrier prices rise Fawkes Cycles can consult with their GFS account manager to explore alternatives without making changes in the warehouse. Customers can select next day delivery for high value orders or opt for a standard service. Click and Collect is also available giving customers flexibility to pick up orders at their convenience.

Reliable Support and Tracking Tools

GFS offers fast and effective support for any technical issues such as label printing errors. The customer service team uses GFS Seeker to find tracking details and resolve parcel queries even when customer contact information is incorrect.

Looking Ahead with Growth Plans

Fawkes Cycles plans to restart international sales which paused due to Brexit and is exploring GFS returns services to make sending items back easier. With steady UK growth Fawkes Cycles values GFS as a trusted partner that delivers efficiency, competitive pricing and excellent customer service for every order.

After logging into the Visualsoft admin dashboard, expand “Orders” in the left-hand menu and select the GFS “Manage Settings” area. Here, your GFS API connection details are displayed, typically set up by GFS Product Support during installation.

Next, use “Manage Carriers” to activate carriers available to you. Simply tick the “Active” box for each carrier, for example DPD. Then click “Services” to view all supported services for that carrier. To keep your list tidy, deactivate all services first, then reactivate only those you need, such as DPD Two Day and Next Day.

For each activated service, click “Action” to add the relevant contract number. These can be found in GFS Selector or provided by GFS Product Support.
To print labels, go to “Manage Printers” in the GFS menu. Add your label printer by entering the PC name and printer name, untick “Merge Docs”, tick “Default” and click “Add Printer”, then “Save Changes”. This step may have been completed by GFS Support but should be verified.

Once setup is complete, you can print labels directly from orders. Go to “View Orders”, select the order, scroll to the GFS section, choose the carrier and service and click “Create Shipment”. Your label will print, ready to be applied to the parcel.

This integration streamlines fulfilment by centralising carrier management, service selection and label printing within Visualsoft, saving time and reducing errors. By customising your active services and ensuring correct contract numbers, you maintain efficiency and accuracy in your shipping process.

The conversation opens with the impact of January 2021 border changes which ended decades of borderless trade. Bobby explains how new customs requirements, harmonisation codes and documentation created immediate disruption, causing delays, parcel returns and frustrated customers. The late confirmation of Brexit rules left many businesses unprepared, with 47% either halting or reducing EU trade.

They discuss the additional complexity brought by the July 2021 EU VAT reforms which removed the €22 minimum threshold, making all goods subject to VAT in the buyer’s country. For multi-country sellers, this meant multiple VAT registrations and returns, creating significant administrative strain.
Bobby outlines solutions such as moving fulfilment into the EU for larger retailers and leveraging the Import One Stop Shop (IOSS) scheme for VAT simplification. With IOSS, sellers register in one EU country, submit a single monthly VAT return and ensure parcels clear customs without surprise charges for customers.

They emphasise the importance of transparent pricing at checkout, selecting carriers that support IOSS and ensuring technology is in place to calculate VAT dynamically. Bobby highlights that GFS can bundle all IOSS services, technology and carrier options under one roof to help businesses navigate EU trade smoothly.

The episode closes with practical advice: UK eCommerce sellers should not ignore the EU market, as it remains one of the UK’s largest trading partners. With the right systems and partners, overcoming post-Brexit trade challenges is achievable, profitable and essential for growth!