Studiu de caz: de ce sa acorzi mai multa importanta in logistica de eCommerce

1.144 Comments / eCommerce / By

Desi logistica de eCommerce se neglijeaza de multe ori, aceasta poate aduce schimbari uriase in business:

  • Te poate ajuta sa te dezvolti de la un mic magazin local la un lant de magazine de care a auzit toata lumea;
  • Sa ai clienti foarte multumiti de serviciile tale;
  • Sa-ti cresti vanzarile si profitul;
  • Sa eviti situatiile jenante si neplacute fata de clienti (lipsa produselor pe stoc, neconcordanta preturilor, intarzieri de livrare)

In articolul de astazi vom discuta despre ce implica logistica de eCommerce si ce schimbari pozitive poate aduce un sistem eficient de gestionarea lantului de aprovizionare.

De asemenea, vom vorbi despre un caz concret al unui supermarket, inclusiv marketplace, Wal-Mart si cum a evoluat de-a lungul timpului.

Ce implica logistica de eCommerce?

Logistica este un concept strans legat de managementul lantului de aprovizionare. Conform Chartered Institute of Logistics and Transport, logistica se refera la pozitionarea in timp a resursei.

Pe scurt, este procesul prin care se asigura ca produsele sau serviciile tale sunt:

● La locul potrivit

● La momentul potrivit

● In cantitatea potrivita

● De calitatea potrivita

● La pretul corect.

logistica de ecommerce
Sursa: Canva

Daca te intereseaza imbunatatirea sistemului logistic din firma ta, poti citi si articolul Cum sa ai costuri mai mici cu logistica in eCommerce si sa optimizezi livrarea.

Acum ca am lamurit ce implica logistica, iti voi prezenta un studiu de caz in care organizarea logistica a jucat un rol esential in dezvoltarea unui business in eCommerce.

Studiu de caz: Wal-Mart si cat de important este un sistem logistic eficient

In 1962, Sam Walton a deschis un magazin cu reduceri in Rogers, Arizona. El a atras clientii atat prin preturi mici, dar si prin o gama larga de produse si servicii friendly.

Sam si-a numit magazinul Wal-Mart si a avut atat de mult succes, incat a deschis rapid mai multe sucursale. In 1983 a mai deschis un magazin, SAM’S Clubware pentru membri, iar in 1988 primul „Supercenter” care vinde produse alimentare.

Pana in 1991, Wal-Mart a devenit principalul retailer din SUA si si-a inceput expansiunea internationala. Si-a deschis sucursale in Mexic, Puerto Rico si Canada, apoi in America de Sud, Asia si Europa. Cea mai mare parte a expansiunii sale ulterioare a venit prin cumpararea de companii locale, cum ar fi ASDA in Marea Britanie.

Wal-Mart a pus intotdeauna accent pe preturi mici si o gama larga de produse si de servicii amiabile. La intrarea in magazin se afla mereu un membru al personalului, care ii intampina pe clienti si le spune despre ofertele speciale si promotiile actuale.

Pana in 2000, Wal-Mart era cel mai mare retailer din lume, cu 4000 de magazine deschise, 100 de milioane de clienti pe saptamana si 1,2 milioane de angajati sau asociati. A avut o cifra de afaceri anuala de 175 de miliarde de dolari si un profit de 6 miliarde de dolari pe an.

Iti poti imagina cat de extinsa era logistica din Wal-Mart. In SUA, au 85.000 de furnizori care trimit materiale in valoare de 1,5 miliarde de dolari pe saptamana catre 62 de centre principale de distributie si catre 1800 de magazine Walmart, 800 de supercentre, 460 de SAM’S Clubware si 13 magazine mici alimentare.

Sursa: Canva


O mare parte a cheltuielilor de operare ale Wal-Mart depind de eficienta logisticii lor. Cand marjele sunt stranse, o mica modificare a performantei logistice si a costurilor are un efect considerabil asupra profitului.

Acesta este motivul pentru care Wal-Mart utilizeaza cel mai eficient si mai sofisticat sistem de distributie din industrie. Succesul lor se datoreaza dezvoltarii continue, vanzarile anuale crescand cu 20% in primul trimestru al anului 2000.

O simpla greseala in logistica poate da peste cap tot sistemul Wal-Mart si risca sa piarda bani. Atat de important este sa ai un sistem de logistica de eCommerce pus la punct inca de la inceput.

Cat de mult influenteaza sistemul de livrare decizia clientilor de a cumpara de la tine?

In ultimii cativa ani, mai multi antreprenori cu afaceri online multichanel au experimentat noi modele de livrare in aceeasi zi si in ziua urmatoare. Astfel, pot oferi clientilor acces imediat la produse si isi asigura un avantaj competitiv.

Aceste modele de operare au avut nevoie de solutii logistice inovatoare si accesibile, iar etapa finala de livrare catre client a devenit mai importanta, din cauza cotei in crestere a cumparaturilor si competitiei online.

Unele firme includ optiuni alternative de ridicare si livrare, cum ar fi dulapurile Amazon (similare cu easybox de la eMag) in gari, universitati, oficii postale, blocuri de apartamente nou-construite etc.

Sursa: Canva

Ca sa poti livra in aceeasi zi coletul comandat, trebuie sa iei in calcul urmatorii factori principali:

  • Gestionarea logisticii in afacerea ta;
  • Firmele de curierat care livreaza rapid;
  • Furnizorii care iti aduc marfa.

Un avantaj competitiv: livrarea in aceeasi zi cu plasarea comenzii

Potrivit unui studiu realizat de McKinsey & Company, livrarea in aceeasi zi este o mare oportunitate pentru toate afacerile care vor sa-si imbunatateasca nivelul de servicii clienti. Insa implica si multe provocari.

Provocarile majore, cum ar fi vizibilitatea in timp real a produselor in depozite, deadline-urile foarte scurte si livrarea pe orice distanta trebuie depasite, reducand in acelasi timp costurile la un nivel pentru care consumatorii sunt dispusi sa plateasca.

De exemplu, experienta Amazon arata ca optiunea de livrare in aceeasi zi creste de fapt conversia achizitiilor in timpul procesului de finalizare a comenzii cu 20 pana la 30%. Desi doar cativa clienti opteaza pentru livrarea in aceeasi zi.

Rezultatele sondajului sustin aceasta afirmatie: mai mult de jumatate dintre clienti ar cumpara online mai des daca li s-ar oferi o optiune de livrare in aceeasi zi.

4 criterii de luat in calcul ca sa livrezi produsele in aceeasi zi

Conform unui studiu realizat de Hausmann, numai comerciantii si furnizorii de logistica avansati din punct de vedere tehnologic ar putea oferi optiunea de livrare in aceeasi zi.

Sursa: Canva

In general, exista patru cerinte preliminare pentru lantul de aprovizionare si logistica ca sa ajungi la aceasta etapa:

  • Produsele trebuie sa fie disponibile local. Antreprenorii care vand online trebuie sa investeasca in construirea unei retele de depozite urbane locale (sau sa utilizeze o retea existenta, cum ar fi „Fulfilment by Amazon”).
  • Trebuie sa ai o imagine de ansamblu in timp real a stocurilor. Acest lucru este necesar pentru a determina daca marfurile sunt disponibile pentru livrare in aceeasi zi in timpul procesului de check-out.
  • Procesele de ridicare si ambalare trebuie sa fie rapide. Studiile de caz de la Amazon arata ca sunt necesare investitii semnificative in infrastructura logistica ca sa reduci timpul de livrare.
  • Flexibilitatea preluarii si livrarii comenzilor ad-hoc sau de mai multe ori pe parcursul zilei.

Sper ca te-a ajutat articolul sa intelegi cat de importanta este logistica pusa la punct in eCommerce. Si de acum vei acorda mai multa atentie pe acest departament in business si vei experimenta cu imbunatatirea livrarii coletelor catre clienti. Poate chiar iei in calcul sa introduci livrarea in aceeasi zi cu plasarea comenzii.

Ca sa te asiguri ca ai o strategie eficienta si performanta in business, avem un cadou pentru tine! Primesti o evaluare rapida cu solutii concrete, structurate si aplicabile imediat, care te ajuta sa iti lansezi, optimizezi si scalezi magazinul tau online

O poti descarca de aici.

De asemenea, te invit in comunitatea eComMasters, unde postam zilnic informatii si sfaturi utile si practice din eCommerce.

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