e-Commerce: rethinking the warehouse to get closer to the end customer

Posted on Oct 25, 2022 10:45 am

In 2021, e-commerce in France exceeded the 129 billion euros mark, confirming, according to Fevad, the continued solid growth of the sector. France therefore has 41.8 million e-buyers, or 80% of Internet users, and more than half used their cell phone as a medium. For brands, the stakes are high: speed up delivery and control costs to meet ever-increasing consumer demands. Today, connected customers submit their purchasing decisions to the quality of the services provided by their online suppliers: availability of items, wide choice of delivery methods, speed of delivery of products at a lower cost, respect for deadlines…

In addition to these requirements, there is another phenomenon: the increase in shopping frequency, on average, an e-shopper carries out 4.2 online transactions per month with an average basket of €60 in 2021.

Integrating the supply chain into an omnichannel strategy

In parallel with the increase in orders, online sales sites must reinvent their customer relationship to address the many challenges of omnichannel: continuously supplied and easily accessible inventories, streamlined processes to accelerate order preparation, reliable shipping processing solutions​ ​and efficient to serve various recipients (stores, end customers, logistics operators, etc.) at competitive prices. Logistics has thus become one of the pillars of customer satisfaction, loyalty and consequently of the company’s growth. A logic that all e-commerce leaders have fully integrated by automating and digitizing their supply chain as much as possible. The connected warehouse therefore stands out as a central part of the system.

Digitize your warehouse to face new challenges: fluidity, speed, service concept

Digitize your warehouse and internalize your logistics to provide an excellent service to your customers? This is the choice of Le Vapoteur Discount, a French e-commerce store selling electronic cigarettes that has more than 27,000 references in its catalogue. With a commercial policy focused on customer satisfaction and service, it offers deliveries within 24 hours and returns within 14 days. In order to achieve its goals and face a significant increase in its activity, the company launched a warehouse, equipped by Mecalux with racks for picking (removing items) and a mezzanine that makes it possible to explore the entire available surface. Warehouse management is carried out using Mecalux’s Easy WMS, which organizes operations from the receipt of goods to the dispatch of orders, including their preparation. The 27,000 references are monitored in real time and operators are guided through each step via the WMS digital interface. Optimizing processes through digitalization allows Vapoteur Discount to ship up to 1,500 orders per day, reaching peaks of 4,500.

Other electronic retailers have also redesigned their warehouses with software solutions from Mecalux. Harcour, the equestrian clothing and accessories brand, has adapted its warehouse to the evolution of the market and omnichannel, offering different sales and communication channels to its customers. From a logistical point of view, this involves significant flows of goods and can lead to management errors, particularly in order preparation and dispatch. To remedy this and streamline operations, she chose to rely on Easy WMS. The flexibility and scalability offered by the software allow you to calmly face the growth of your activity.

Finally, Spartoo, a specialist in the online sale of footwear and ready-to-wear, opted for a complete solution that combines picking racks, mezzanines and conveyors. The 23,000 m² warehouse is made up of two cells connected by a large conveyor circuit and an area for sorting, consolidating and dispatching orders. This layout responds to the high flow of goods handled by the company, its storage needs (more than 2,200,000 units) and the dispatch of more than 20,000 orders daily. The facility is also designed to support Spartoo’s growth over time, with its high storage being easily expandable.

Thanks to these logistical solutions, these e-commerce brands meet the expectations of their customers and deliver increasingly careful and fast shipments. A trend that will not end with an increasingly connected consumer, purchases made on social media platforms, especially with the implementation of purchases on Instagram, and increasingly personalized mailings with, for example, on-demand delivery systems.

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