Strategies for Effective D2C Fulfilment in Today's Market | SEKO Logistics

Strategies for Effective D2C Fulfilment in Today's Market

Direct-to-consumer (D2C) ecommerce has exploded in popularity in recent years. However, with this rapid growth comes new challenges, especially when it comes to fulfilment. D2C brands must find ways to efficiently store inventory, pick/pack orders, and ship to customers in a timely manner. Developing an effective fulfilment strategy is crucial for any D2C brand looking to scale while controlling costs and providing a positive customer experience.

In this article, we will explore key strategies and best practices for D2C fulfilment in today's market. Topics covered include choosing the right fulfilment model, optimising warehouse operations, leveraging technology, finding the right logistics partner, and creating seamless post-purchase experiences. By implementing some of these tactics, D2C brands can enhance their fulfilment capabilities and achieve sustainable growth.

Choosing the Right Fulfilment Model

The first step in developing an effective D2C fulfilment strategy is selecting the right model for your business. There are three primary options:

In-House Fulfilment

With in-house fulfilment, you handle all warehousing and order fulfilment internally using your own facilities and staff. This allows for the highest level of quality control but also requires significant capital investment and operational overhead. In-house fulfilment works best for established brands shipping a high volume of orders from a single location.

3PL Fulfilment

Using a third-party logistics (3PL) provider entails outsourcing fulfilment to a specialised company with warehousing infrastructure and staff already in place. This reduces upfront investment but still provides oversight into fulfilment operations. 3PL providers offer flexibility to scale and can provide additional services like customer service.

Drop shipping

With drop shipping, you fulfil orders directly from a supplier or manufacturer, who handles inventory storage and shipping. This greatly reduces overhead but also relinquishes control over the customer experience. Drop shipping works well for niche or single-product companies in the early stages.

Evaluate your product line, sales volumes, and growth projections to choose the model that aligns best with your needs and resources. Be willing to evolve your approach as your business grows.

Optimising Warehouse Operations

For D2C  brands managing their own in-house fulfilment, developing efficient and streamlined warehouse operations is imperative for maximising throughput while controlling costs. A critical first step is implementing a robust warehouse management system (WMS) to enhance inventory tracking, order routing, picking and packing processes. WMS provides real-time visibility into stock levels across the facility and coordination of tasks from receiving to shipping. Automated pick-to-light systems can also help drive efficiency by directing pickers to the correct product locations and quantities needed to fulfil orders rapidly and accurately.

Procedurally, strategically designing facility layouts and streamlining workflows eliminates wasted motion and excess steps throughout the fulfilment process. Lean principles focused on continuous improvement should be applied to regularly identify and eliminate bottlenecks or inefficiencies in material flows. Adequately training staff on productivity optimisation techniques, safety protocols, and any customised processes is another important aspect. Evaluating automated technologies like conveyor systems, scanners, sorters, and robotic pickers can boost output and lower labour costs for high volumes. While automation entails considerable upfront investment, the ROI can be significant at scale.

Optimising the speed, accuracy, connectivity, and labour utilisation across warehouse activities ensures D2C brands can cost-effectively meet customer delivery expectations. Efficient facilities and operations become even more crucial during peak promotional and seasonal order surges. By making smart investments into their fulfilment infrastructure and workforce, D2C merchants can drive dramatic improvements in productivity, order lead times and quality.

Challenges Faced in D2C Fulfilment

D2C  brands face a unique set of challenges when it comes to order fulfilment, especially in today's environment of rising consumer expectations. Managing inventory effectively across a distributed network of warehouses, 3PL locations and dropship sites can be difficult. Keeping visibility of stock levels and coordinating replenishment across fragmented fulfilment nodes leads to a greater risk of out-of-stocks or overstocks without tight inventory management systems and processes in place. Adapting to massive spikes in demand around promotions, new product releases or seasonal peaks also poses major scalability challenges. D2C brands may see order volumes double or triple during peak periods like Black Friday or the holidays, requiring flexible infrastructure and capacity planning to avoid backlogs and delays.

At the same time, customers continue to demand faster delivery with high expectations for free 2-day or next-day shipping. Cost-effectively meeting these demands requires careful selection of warehouse locations close to end customers and optimisation of last-mile delivery operations. Managing product returns and exchanges smoothly adds further complexity, given that D2C inherently drives higher return rates, especially when brands offer free returns to gain a competitive edge. All these factors make maintaining healthy margins difficult, as fulfilment costs can easily spiral out of control. On top of it all, exceptional post-purchase experiences with real-time tracking, rapid issue resolution and top-notch customer service are necessities in today's consumer-centric marketplace. D2C brands must overcome these multifaceted hurdles to profitably scale up their operations while continuing to exceed customer expectations. The right strategies and technologies make it very achievable, but it requires flawless execution.

4 Effective Strategies for D2C Fulfilment

1. Leverage Distributed Warehouse Networks - Situating smaller regional warehouses close to high density customer zones enables brands to offer faster ground shipping, higher order consolidation, and lower last-mile delivery costs. Localised inventory improves turnover and availability while reducing the need for costly overnight shipping from distant national distribution centres. Regional facilities placed near major metro areas can quickly reach 60-70% of customers with 1-2 day ground. This adds flexibility to navigate inventory allocations, promotions, and peak demand shifts.
2. Implement Zone Skipping - Zone skipping involves dynamically routing each order to the most efficient fulfilment node based on proximity to the customer, not just contractual warehouse regions. This shrinks delivery times and costs by leveraging inventory closest to the end destination, increasing customer satisfaction. Daily analysis of carrier transit times from each facility identifies the optimal warehouse to pull from based on item availability, current backlogs, and transportation lane cost.
3. Offer Flexible Delivery Options - Providing customers a choice of delivery speeds and services allows them to select the option that best aligns with their order urgency and willingness to pay. This avoids a simplistic one-size-fits-all approach. Offering options like next-day, 2-day, and economy 5-7 day shipping gives consumers more control over the fulfilment process while generating revenue through premium delivery services.
4. Use Fulfilment Buffer Stock - Buffer stock involves holding extra safety stock inventory beyond statistically forecasted demand to absorb spikes from promotions, new product launches, or seasonal peaks. This helps ensure high in-stock rates and prevent stock outs during volatile periods. The key is right-sizing buffer amounts based on historical data analytics, tracking turn rates, and pairing with improved demand forecasting.

Technology and Tools for Direct to Consumer Fulfilment

A variety of technology solutions and software tools can streamline D2C fulfilment operations. Warehouse management systems (WMS) help coordinate inventory, order picking, packing and shipping within fulfilment centres while providing real-time visibility into stock levels across the network. Order management systems (OMS) centralise and manage incoming orders across all sales channels, facilitating optimised shipment routing and carrier selection. Transportation management systems (TMS) assist in efficiently planning and optimising shipments across carriers based on cost, transit time and delivery requirements. Inventory optimisation tools use predictive analytics to achieve the ideal balance of inventory across locations to avoid out-of-stocks while minimising excess stock.

Forecasting and demand planning tools help predict peaks and valleys in demand to inform capacity planning and inventory allocation. Cloud ERP solutions connect order data across departments and channels by integrating inventory, CRM, and financial data in a central repository accessible across the enterprise. Returns and reverse logistics tools simplify exchanges, replacements, repairs and returns for customers. Fulfilment analytics solutions help identify cost drivers, process bottlenecks, and performance improvement opportunities through detailed reports and data visualisation. By implementing the right mix of technologies for their business needs and order volumes, D2C brands gain the visibility, flexibility, and control required to manage the increasing complexity of post-click delivery in today's hyper-competitive ecommerce landscape.

End Result

Fulfilment plays an integral role in the success of any D2C operation. By optimising your warehouse operations, implementing supporting technologies, finding the right partners, and enhancing post-purchase experiences, brands can elevate their fulfilment capabilities. This establishes a foundation for delivering exceptional customer experiences at scale.

The D2C marketplace will only grow more complex and competitive. To position your brand for sustainable growth, invest time and resources into developing a strategic, efficient and customer-centric fulfilment model tailored to your business needs. The effort will pay dividends through reduced overhead, improved scalability and stronger customer loyalty. With the right fulfilment approach, your brand will have the infrastructure and processes needed to capitalise on the immense potential of D2C ecommerce in the years ahead.