E-commerce and Distribution’s Perfect Storm
Neglecting the back end of your business can undermine growth. This white paper looks at the questions to ask to ensure your growth won’t break your business and will start a conversation that proactively positions your company for future success.
Just because something is “a good problem to have” doesn’t change the fact that it’s still, fundamentally, a problem.
Ordinarily, adding sales channels and impressive sales growth make the CEO, sales and marketing executives and other stakeholders very happy. But sales growth does not always translate into additional profits. “Too much of a good thing” springs to mind when you’re required to fulfill increased demand with a distribution system that was already at or over capacity. It’s all too common that the boardroom commits resources to the front end of the business — sales, marketing and product development — or demands moving into new sales channels only to rely on a fulfillment system that is already at or over capacity on the back end.
What’s at stake for companies where this is the norm? Loss of focus on a simple fact: Delivery is the moment of truth for any brand.
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