Retail fulfillment used to be a process where a company shipped pallets of merchandise to a store where stock clerks shelved the products to sell to customers. The Internet has changed everything including the way businesses fulfill orders. Online retailers typically fill small orders, sometimes as small as one piece. While mail-order businesses have worked this way for hundreds of years, brick and mortar companies and dotcoms have not. Online fulfillment companies have sprung up which will handle the various issues involved.

Customer Service: The Key to Successful Fulfillment

Customer service is more important than ever to keeping a business alive. Savvy consumers know this and will shop from the place they get the best service. Therefore, service is key when it comes to fulfillment.

The best online retailers have a system that centers around a real-time inventory and accounting system and keeping customers informed of their order statuses through email. There just isn't any excuse for selling something then telling the customer it is not in stock.

Order fulfillment services can handle all of this for you plus more. There are so many complex issues to deal with, such as shipping and logistics, customer service, and returns and exchanges. The reason many catalog companies have successfully transitioned to online retailing is because they do what they have always done, online.

They can personalize orders. Customers can easily track their order status, and companies communicate status to customers. Most orders are turned around in less than 24 hours, and they know how to effectively manage returns to the customers' satisfaction.

Creative Fulfillment

Some retailers have been very creative with their fulfillment services in an effort to improve the process. Some are ensuring faster delivery while others offer more options for products and deliveries. Same-day delivery services also exist, where customers can place an order online and have it delivered, or pick it up from a local store, in a matter of hours.

Whatever type of system your company uses, be sure that it is flexible and scalable. For example, many warehouse systems don't address the unique needs of an online store--so if you're not yet online, but plan to be, make sure your system can be upgraded easily. No doubt there will be changes in business again soon, so companies must be flexible enough to adapt.

Cost, ROI and technology are all things to consider, so your IT, finance, and sales and marketing departments should work together closely when designing a system for fulfillment. Outsourcing can save you time, money and hassle. So whether you need mailing services, c-commerce orders filled, or call center support, consider the services of a company who specializes in these things, while you focus on your core business.