The Era of Personalized Fulfillment

This Time it's Personal - Welcome to the Era of Personalized Fulfillment

In 2016, market research firm Frost & Sullivan predicted that, by 2020, “customer experience” would overtake “product” and “price” as the main driver of successful brand differentiation. Today, that forecast looks remarkably accurate.

The COVID-19 Pandemic

The effect of the COVID-19 Pandemic will be around long after the virus is contained and our lives return to normal. Many industries will be affected, but few, if any, more so than retail. Mandatory shelter-in-place orders and store closures have accelerated what has become a secular migration from brick-and-mortar to ecommerce. No one knows how many shoppers will become permanent ecommerce converts post-COVID. We can assume it will be quite a few. Consumer behavior and buying patterns may never be the same.

What’s unlikely to change, however, is the desire of customers to transform their shopping transactions into experiences. Historically, most of those experiences were reserved for the face-to-face interactions in stores. Going forward, they will increasingly occur online.

“Consumers still crave that “Aha!” moment,” says Dan Coll, vice president of ecommerce fulfillment of Kenco Logistics, an ecommerce fulfillment, and logistics executive.

“In the online world, that moment occurs during the unboxing process. That moment represents the lone physical connection between e-tailer and consumer. It’s your one and only physical touchpoint with customers you’ll never meet in person. It’s the moment that sets your brand apart. Customers feel satisfied with their purchase and are more likely to buy again and recommend you to their friends.”

To achieve that “Aha” moment, especially in an increasingly crowded marketplace, retailers will rely on their supply chains, especially their fulfillment services, to personalize the way products are delivered, and how their brands are perceived, says Coll.

Ecommerce is exploding with platforms that promise ease, convenience, and an unprecedented level of online customer engagement. The market is there. The opportunity is enormous. Providers are ramping up fast. Speed, scalability, and flexibility will be crucial. Are you ready?