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Effective inventory management is always a delicate dance between the cost associated with carrying too much inventory and the risk of not carrying enough to fulfill a customer order at the right moment. With ongoing pressure to ship orders within compressed timeframes, there’s no room for error, and competitors are always on your heels. It’s critical to unearth new ways to generate savings and efficiency at every turn. Cross-docking often leads the opportunity list with its ability to minimize material handling costs and get inbound products prepped for shipment at lightning speed.

 

cross-docking specialty items in a warehouse

 

Although the practice of cross-docking has been around for quite a while, many organizations shy away from implementing it because they think it’s more work than it actually is. In doing this, they forfeit cost and efficiency benefits that can help them better meet customer demands, particularly for specialty items.


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Increasingly we are seeing distributors being pinched between spiraling shipping costs and rising customer expectations. Orders are getting smaller and customers are demanding faster and faster delivery methods, all without expecting to pay anything extra to cover the additional costs of the shipping. I thought it might be interesting to reach out to a market-leading regional distributor and discuss what they are doing to figure out this “last mile” transportation problem.

 

Werner Electric Supply Delivery Trucks and Drivers

 

I interviewed Rory Mueller, Logistics Manager at Werner Electric Supply to see how they took this increasingly complex problem and turned it into a market advantage and a key differentiator for doing business with them.


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A new era of buyers has arrived, and they are focused on the customer experience. It’s not enough to simply deliver a product into a buyer’s hands. No matter the industry, today’s savvy consumers expect a seamless, superior experience that delivers on a company’s brand promise. They want faster service, higher value, and 100% fulfillment. They want to feel good during the buying process. And they want this across all channels wherever they touch the brand.

 

With that in mind, everything a company does from its messaging to the sales process to what occurs after the sale is part of the customer experience. If a company has deficiencies in any area, it could result in a customer having unmet expectations and a poor experience. If they are left unsatisfied, the company – and brand – could suffer detrimental effects.


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There is a famous anecdote about Volvo car dealers heavily discounting green models because consumers preferred other colors. Volvo’s manufacturing plant, seeing the resulting spike in demand for green models, perceived it as consumer interest and upped the production. That’s right…even more green cars! Ouch!!

 

It’s a sad story that’s often repeated, and a story that begins with a demand-shaping strategy to offload unwanted inventory. It’s a prime example of how a dealer’s {read distributor’s} behavior can create confusion and lead to unnecessary increases in a manufacturer’s inventory holdings and, by extension, the stock of its suppliers, too.  


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