Our reputation depends upon fulfilling our customers’ orders quickly and accurately. How do I ensure our front-end operations are seamlessly integrated with our fulfilment partner?
Many online retailers design a great-looking and easy-to-use website, but fail to give the necessary consideration to how it integrates with the back-end operations to ensure orders are met effectively.
Retailers have two main options according to Joanne Varey, managing director at fulfilment specialist Granby Marketing Services. One is to incorporate full-order processing functionality into the front-end website design, the other is to manage orders through a separate, but linked, order-processing microsite.
Your products and range should dictate which option is most suitable. A fully integrated website and order platform is the more expensive option. It’s the best option for retailers with large product ranges and high-order volumes that operate in price-sensitive shopping environments, where the flexibility to change prices is important.
On the other hand, a separate order-processing microsite is a more flexible option for growing retailers with narrower product ranges.
A good reputation in retail is built upon managing customer expectations and a two-way feed of accurate information between the retailer and your fulfilment partner is the cornerstone for getting this right. Data such as accurate stock information, order status and tracking should be accessible to both you and your customers. Only when both front and back-end systems are integrated can reputation-enhancing service delivery be realised.
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