E-commerce has seen tremendous growth over the past few years. With this growth comes new challenges, especially for fulfillment.
In today’s competitive e-commerce marketplace, differentiating your brand and creating a memorable customer experience is more critical than ever. Fulfillment marketing is one way to achieve this goal.
How? Offering value-added fulfillment services that enhance the customer experience and increase brand loyalty can set you apart from the competition and build long-term customer relationships. To do this, it’s essential to invest in e-commerce fulfillment marketing to enhance the overall customer experience.
Satisfying online shoppers needs
Studies show that consumers expect more than just fast shipping and accurate orders. They want personalized experiences and emotional connections with brands, similar to what they get with in-store shopping.
A global survey of consumers from Contentsquare shows just 15% of those surveyed are happy with their online shopping experience. Diving deeper, recent stats about consumer behavior show what makes a positive brand experience is shifting:
- Customer retention rates are 90% higher for omnichannel vs. single channel.
- 87% of customers say brands should focus more on creating seamless experiences across channels.
- 70% of customer interactions will involve emerging technologies by 2022 (up from 15% in 2018).
It’s quite simple, you have to find ways to offer cohesive experiences. But you can’t do it by copying e-commerce giants like Amazon. You must develop unique and tailored solutions to stay competitive. Enter fulfillment marketing.
What is e-commerce fulfillment marketing?
E-commerce fulfillment marketing leverages your fulfillment capabilities as a marketing tool to increase brand visibility and customer satisfaction. It involves highlighting your fulfillment process as a key selling point to customers. Not to mention, highlighting your commitment to delivering quality products and services.
It’s a set of value-added services designed to enhance customer experience and increase brand loyalty. It also supports sales and marketing efforts by creating new opportunities to engage customers.
Branded packaging, packaging inserts, kitting, and free samples are just a few examples.
- Branded packaging creates a more cohesive and recognizable experience. Packaging inserts like coupons and thank-you notes can surprise and delight customers.
- Kitting, which involves bundling products together, creates unique and personalized experiences that drive customer loyalty.
- Offering free samples of new products or products that complement a customer’s purchase can increase the likelihood of future purchases and build loyalty.
Why should you consider e-commerce fulfillment marketing?
There are many benefits to fulfillment market, but these four stand out.
Enhance the customer experience
Customers expect fast and reliable shipping when they shop online. By investing in e-commerce fulfillment marketing, you can provide your customers with a seamless shopping experience. This can lead to increased customer loyalty and higher conversion rates.
Your fulfillment process reflects the overall quality of your brand. By investing in e-commerce fulfillment marketing, you can build trust with your customers by highlighting your commitment to delivering quality products and services. This can lead to positive reviews, word-of-mouth referrals, and increased customer retention.
Increase brand visibility
Branded experiences used to be just for luxury brands, but now consumers crave a “wow” factor. Branded unboxing experiences create that, and bring more visibility to you especially if your consumer shares their experience on social media.
Improve operational efficiency
Investing in e-commerce fulfillment marketing can also improve your operational efficiency. By optimizing your fulfillment process, you can reduce errors, improve order accuracy, and streamline your operations. This can help reduce costs and increase profitability.
Implementing e-commerce fulfillment marketing
To implement e-commerce fulfillment marketing, you need to have optimized fulfillment process. This includes everything from managing inventory to shipping and handling returns. Make sure you have the right tools, technology, and personnel to ensure that your fulfillment process is fast, reliable, and efficient.
Once you have optimized your fulfillment process, you need to highlight your fulfillment capabilities as a key selling point. This includes highlighting your fast and reliable shipping options, your commitment to quality, and your customer service policies. Make sure that your customers know what sets you apart from your competitors.
Leverage your customer feedback. This includes customer reviews, surveys, and social media comments. Use this feedback to improve your fulfillment process and highlight the areas where you excel.
You also need to invest in the right technology. This includes everything from order management systems to shipping software. Make sure your technology is scalable and flexible enough to handle your growing business.
Implementation can be tricky, especially when it is not a core strength. That’s why many companies look to experts for help. Partnering with a technology-driven 3PL ensures you implement an e-commerce fulfillment marketing strategy that works for you. Most 3PLs do this every day and know how to execute it. That way you can focus on your business, knowing the strategy will enhance the customer experience, increase visibility, and improve your efficiency.
Investing in your business
In today’s competitive e-commerce landscape, differentiation is key. By investing in fulfillment marketing, you can set yourself apart and build long-term customer relationships.
Fulfillment marketing offers a way for you to stand out from the competition by offering unique and personalized experiences that drive customer loyalty. From branded packaging to free samples, these value-added services can create emotional connections with customers. And increase the likelihood of future purchases.