Not all fulfillment options are equal.
A new study from Retail Systems Research (RSR) found that when it comes to fulfillment, successful retailers appear to be focused not only on customer experience, but also on cost containment and efficiency. These retailers favored direct shipments to consumers from central fulfillment centers, a cost containment measure, and same-day shipping, a customer experience must.
On the other hand, these “winning” retailers, defined by RSR as those with annual sales growth of more than 4.5%, de-emphasized shipping from stores. “They know that picking and shipping from the store can lead to uncontrolled costs that destroy per-order profitability,” the study said.