Tips to Build Ecommerce Sales in April

Logistics and supply chain management for online shopping concept : Fork-lift moves a box with a red shopping cart logo, 2 cartons on a laptop computer. The image depicting delivering goods or products in a store.

When it comes to ecommerce sales opportunities, April may seem to stretch out like a vast wasteland. The lucrative holiday season is a fading image in the rearview mirror, and people are scrambling to pay their income tax bills.

But this doesn’t mean you should simply coast along and hope for the best. April is the perfect time to try some creative strategies for boosting sales. Use these expert tips to keep your fulfillment warehouse pumping out orders through the month.

  1. Fine-Tune Your Email Marketing Strategy

Does your website make it easy for visitors to join your email list? Pop-ups, floating banners, and opt-in check boxes are all dynamic ways of encouraging customers to provide their email address. Be sure to use vibrant calls to action, such as “Get Started,” rather than the generic “Sign Up.”

Don’t treat your email list as a one-size-fits-all program. Ask customers questions, such as what type of promotions they like or how they heard about your shop. Use the information to segment your email list for personalized marketing that will build loyalty and repeat sales.

  1. Leverage the Power of “Scarcity”

There’s even an acronym for it these days: FOMO, or “fear of missing out.” No one likes to feel left out of something that they believe everyone else is enjoying. According to credit reporting company Experian, creating a sense of urgency in promotional emails doubles the transaction rate of regular marketing emails.

Limited time offers, flash sales and countdown timers are all ways to generate excitement. But don’t stop there. Direct the momentum by providing clear, easy-to-follow instructions on what steps customers should take to capitalize on the offers.

  1. Build Brand Awareness

How often do you monitor Facebook, Instagram and your other social media platforms? Do you use Google Alerts and other tools to follow your mentions? Your brand is your identity. Make sure people are receiving the image you want to project. If you find any discrepancies, use the information to tweak your marketing methods.

  1. Review Data Analysis

When your goals are vague and unfocused, it’s difficult to create a plan of action. Goals should always be measurable so you can track your progress and stay motivated. Reviewing data on a regular basis lets you see where you stand and make any necessary course corrections.

  1. Know Your Audience

Who is your target audience? No matter how carefully crafted your marketing program is, it won’t matter if it’s focused in the wrong direction. Google and Facebook have useful tools that reveal information about your website traffic, such as how people are finding your site and where they’re located.

Buyer personas offer a detailed picture of your target customers. Put yourself in their shoes. What are their pain points? What motivates them? Where do they congregate online? The more specific you can make these personas, the better equipped you are to find and reach your audience.

  1. Improve Customer Service

With the sales journey taking place digitally, customer service becomes even more important than ever. Software company Zendesk conducted a survey that revealed 84 percent of respondents use customer service as a deciding factor on whether or not to buy.

Customer service can be the element that sets you apart from your competitors. Give your customers plenty of options to contact you and then provide prompt follow-up.

Is Your Fulfillment Warehouse Helping or Hurting You?

Don’t let supply chain and logistics issues distract you from growing your sales. Contact Medallion Fulfillment & Logistics to learn about our cost-effective, scalable fulfillment warehouse services.

Google Ups Its Game in eCommerce with a New Deep Shopify Connection

As Amazon continues its quest to strong-arm eCommerce retailers into submission, another online giant has decided not to roll over. Google, which holds a commanding 90 percent of the search engine market, has joined forces with top eCommerce platform Shopify to challenge Amazon’s dominance.

Google Takes on Amazon

While Google has so far been only peripherally involved in online retailing, Amazon has been encroaching on Google Ads, which was the recipient of more than 50 percent of digital ad revenues in 2020. However, Amazon grew their own advertising market share from 13.3 percent to 19 percent during the same time.

With more than half of online shopping excursions beginning at Amazon, advertising was a logical extension of their other services. Similarly, Google recognized the opportunity to leverage their own robust ad business into providing an alternative for small and mid-sized eCommerce retailers who feel stifled by the lack of options.

The Changing Focus at Google

The new venture is the brainchild of Bill Ready, who joined Google in January 2020 as the company’s President of Commerce and Payments. Ready had previously served as COO of PayPal and CEO of Venmo and Braintree.

Ready’s arrival at Google coincided with the onset of the unprecedented global pandemic, which in turn triggered a seismic leap in the already robust eCommerce industry. Shortly thereafter, Ready took the first step in shifting Google’s strategy by offering online retailers free listings in Google Shopping.

So, what exactly is the new Google Shopping? What it’s not, according to Ready, is an eCommerce retailer or marketplace. In a blog post sent to Forbes in early May, Ready referred to it as a platform for consumers to discover a wide range of products across a spectrum of sellers, from national big-box stores to small independent retailers.

Days later came Google’s I/O Developer conference, during which Ready officially announced the company’s partnership with Shopify. He expounded on his vision of the venture as part of an overall plan to “democratize” eCommerce with a “free and open” system for consumers and retailers alike.

Why Google Shopping?

Here’s a look at what to expect from Google Shopping now and in the future:

• With just a few clicks, merchants in Shopify’s network of 1.7 million+ retailers can install the platform’s Google channel to auto sync their inventory. They can also link a new or existing Google Ads account, and the free listings policy will continue.

• Shopify sellers can feature their products on heavily trafficked Google platforms, including Maps, Images, Search, Lens and YouTube. More than 1 billion “shopping journeys” occur on these platforms daily, making them fertile sites for new customers.

• Google’s powerful access to comprehensive sets of data will power Shopping Graph, an AI-generated model that makes connections between products, sellers and brands. In an example of this synergy, when a shopper views images of products in Photos, it will trigger a suggestion to search for places to buy the items via Lens.

• Amazon isn’t the only online presence in Google’s crosshairs. The company is testing a program that allows YouTube users to shop for products they discover through their favorite content creators. This is in response to the growing presence of TikTok and Facebook in the eCommerce arena.

Coast-to-Coast Fulfillment Services to Fit Your Needs

How do you set yourself apart in the competitive eCommerce field? Sophisticated shoppers insist on exceptional service, rapid delivery, and complete responsiveness. Let Medallion Fulfillment & Logistics handle your storage and shipping needs while you focus on growing your business.

Our scalable, cost-effective solutions include our Amazon replenishment program. Contact us today to learn more.

The Technology Behind Successful Ecommerce Fulfillment

Online sales in the United States have more than surpassed expectations. In 2012, online sales hit a record $226 billion, and accounted for 7% of all total retail sales. Experts projected $327 billion by 2016, but they were wrong… Total online sales in 2016 were $394 billion! If your fulfillment company isn’t participating in the ecommerce segment, no doubt you know that you’re missing out on an exceptional opportunity!

In this article, I’ll focus on the technological capabilities a warehouse needs in order to implement an ecommerce fulfillment service. The article isn’t going to be about listing the pros and cons of the Top 10 software programs on the market, because I don’t know your current capabilities or strategic goals. Instead, I believe that the most productive approach is to breakdown the process to help you identify where you can improve your systems.

Let’s talk about process integration. Ecommerce clients will typically approach a fulfillment company with an established business infrastructure. Integration means adapting your systems to plug into those of your customer. The processes that are frequently affected are:

  • Order Capture & Management
  • Picking/Packing & Shipping
  • Synchronizing Order and Inventory Status
  • Visibility
  • Client & Customer Service

Order Capture & Management

There are more than 300 ecommerce shopping cart companies on the market. Your company needs to be technically capable of adapting to the wide variety of methodologies for communicating with those carts. Orders from carts need to be harvested on a regular basis, controlled to insure none are dropped or duplicated, and converted into a form that is compatible with your system.

I believe this area represents the greatest technical challenge for fulfillment companies in the ecommerce space. Your tool bag for interfacing with a client’s systems must include a wide array of technologies, including the ability to interact with flat files, Application Program Interfaces, Web Services, File Transfer Protocol, call center systems, and the occasional manual-order entry. IT resources to plan the implementation and support this process need to be broadly skilled and creative. Administrative resources that perform the daily-order harvesting routines need to be highly attentive to detail.

Picking/Packing & Shipping

This process is probably the most straightforward. Picking slips are generated, product is picked and boxed, and shipping labels are applied using traditional fulfillment methods. Although there may be special requirements for packing slip and box branding, those requirements don’t vary much from conventional fulfillment. It is essential to operate at a very fast past as ecommerce performance is measured in hours and the volume of orders is measured in thousands per day.

Synchronizing Order and Inventory Status

Ecommerce fulfillment requires that the client’s shopping cart has the most recent inventory and order status information. Your systems need to regularly communicate inventory availability to the cart to ensure that a client’s customer is made aware of out-of-stock situations before placing an order. Customers also need to be able to reference the shopping cart to find the status of their order. Process synchronization between your operation and that of your client is an absolute necessity.

Visibility

Ecommerce fulfillment is very fast moving! We used to joke that customers would press the “buy” button and run to the front door looking for the UPS truck! With Amazon’s latest experiments in same-day delivery, this joke is almost a reality. Given the speed of ecommerce, it’s important for your clients to be able to have a real-time window into your process and inventory. At a minimum, clients should be able to see orders and inventory in near real time. The leading-edge, ecommerce fulfillment companies have taken a more pro-active stance by publishing “alerts” when important events are happening in the fulfillment process. Alert examples might include: Product X is running low on inventory; a new shipment of stock has arrived; or a customer has returned an order.

Client & Customer Service

The fulfillment process is heavily impacted by fast-paced marketing and promotional decisions. Ecommerce client support typically requires a designated coordinator to represent the client’s requirements to the fulfillment organization and to coordinate program changes. The volume and minutiae of detail often warrant the implementation of “issue logging” and “project workflow” processes within the organization. Given the pace of the business, these processes are best automated.

Some clients, particularly the Entrepreneur and Offshore segments, may ask the fulfillment organization to manage customer support. This might involve call-center work, authorizing returns, handling the occasional complaint, and so on. These client groups often have too small a volume to outsource their work to large call center. Having an arsenal of exceptional customer-support tools, therefore, positions you to capitalize on a good revenue opportunity.

In summary, successful ecommerce fulfillment relies on solid technical foundations. Warehouses and 3PLs must understand that ecommerce clients have very different needs (and expectations) for the technical aptitude, agility and pace of their fulfillment partners.  To fully capitalize on the ecommerce segment, your fulfillment service must meet–and exceed–these requirements.

New Important Updates for January

Learn About the Amazon Effect

Here are a few links to help you understand some of the big changes that have already taken effect and could impact your bottom line. 

NOW through January 24th, USPS Rates have DECREASED to 2020 Rates

  • Temporary Rate Increase has EXPIRED
  • First Class Shipments reduced $0.25
  • Priority Mail Shipments Reduced $0.40
  • NEW 2021 Rates Take effect January 24th and can be downloaded here https://pe.usps.com/PriceChange/Index

UPS 2021 increase started on December 27th

UPS Announces 2021 General Rate Increase – ParcelIndustry.com

FedEx 2021 increase starts January 4th

FedEx 2021 General Rate Increase – ParcelIndustry.com

The cost of shipping is an unforgiving part of the new normal. Managing your shipping costs has never been more crucial to your success.

Value Added Tax (VAT) Must Be Collected Starting January 1st for the UK

Effective Jan 1, 2021, Value Added Tax (VAT) must be collected for all goods
entering the United Kingdom (UK).

There will be a 20% VAT rate on goods valued up to £135 (about $180 USD), which you must collect unless your online marketplace (e.g. eBay, Amazon, Etsy, etc.) is already collecting it. Current procedures for goods valued over £135 remain the same.

To prevent your UK shipments from being delayed, held, or returned by UK Customs in 2021, please consider the following steps:

1. Register for a VAT number with the UK: https://www.gov.uk/vat-registration
2. Collect VAT at the time of purchase.
3. Make quarterly VAT return payments to the UK.

In addition, you should include your VAT number on your customs declarations.
This process will vary depending on your shipping software, so be on the
lookout for instructions early next year.

California and Massachusetts Fulfillment Services that Exceed Customer Expectations

Medallion Fulfillment & Logistics and Sprocket Express provide a comprehensive set of eCommerce services that scale to meet your specific needs. Contact us to learn more about why we should be your first choice in cost-effective and efficient California and Massachusetts fulfillment services.

Top Ten Questions a Startup Should Ask an Accountant

What Should You Ask Your Accountant?

When you’re starting up a new company, the temptation is to wear all the hats. After all, it’s your baby and no one understands it like you do. Of course, there’s also the matter of that pesky budget. It stretches a lot further when you’re employing a staff of one.

Of course, the reality is that you can’t do everything yourself. And speaking of budgets, the one area where you truly need some help is your finances. It would be so much simpler if business accounting was just a matter of addition and subtraction. But it’s a complex minefield that takes experience to navigate.

It’s too important of a position to leave to chance. In other words, don’t Google “accountant” and select the first one that pops up. Shop around for a financial expert just like you would for inventory, supplies and equipment. He’ll be working for you, so he should meet the qualifications that you’re looking for.

You don’t have to meet with a prospective accountant in person, but don’t rely on email. If you can’t meet, use Skype or the telephone. Hearing an actual voice helps you get a better sense of a person. Is he confident and well-spoken? Does he hem and haw while searching for answers? This could be the first step in an ongoing relationship, so start it on the right foot.

Be sure you do your homework before your meeting. Here is a checklist of questions that will provide much of the information you’ll need to make an assessment.

  • How long have you been in business? A fledgling firm may not yet be experienced enough to handle your concerns. On the other hand, an accountant who’s been in business for many years may be on the verge of retirement. Find out what the plans of succession are so you’re not left hanging.
  • Will I be assigned to one person? Some accounting firms operate on a call center basis, with associates taking calls on a rotating basis. If your account is specifically assigned to an accountant, the two of you will be able to develop a relationship and he’ll get to know your particular business much better.
  • What services do you offer? There are several subcategories under the heading of finance. Are you looking for tax preparation help? Do you want someone to handle budgeting and cash flow management or strategic planning?
  • How often will we be in contact, and by what means? You want to be on the same page with this issue. If you want to be able to consult on a weekly basis, you don’t want to find out afterwards that he’s available only once a month. Just as with your initial meeting, you should also be able to have personal contact, at least for the major meetings.
  • Are you available year-round? Some accounting firms are open only during tax season when demand for their services is at its peak. However, as a new business you’ll need advice during the rest of the year as well.
  • Make sure you and your accountant are on the same page.What types of businesses do you work with? Restaurants have a different financial agenda than contractors, who in turn are different from graphic artists. It helps to find an accountant who’s familiar with the type of business you’ll be operating.
  • How do you bill for your services, and what’s included in your fee? Some accountants bill by the hour while others charge a flat rate. You might want to consider the former if you’ll be handling most of your finances in-house and consulting only on major issues. Find out exactly what’s covered in the rates so you don’t end up getting nickel-and-dimed on services that turn out to be an extra charge.
  • Do you follow a conservative or aggressive approach? Nearly all financial matters come with risk, and business finances are no exception. For example, some accountants will beat the bushes to write off every possible penny. Others are reluctant to put a client in a position of possibly being red-flagged for an audit. Determine where you fall on this continuum so you find an accountant whose views are compatible with yours.
  • How will I be informed of relevant changes in my industry? A good accountant should keep you abreast of current news and events pertinent to your business, particularly changes in tax regulations.
  • What type of accounting software do you use? If it’s not the same as yours, ask how information and data will be exchanged.

This list can be supplemented or modified based on the needs of your specific business. Overall, it gives you a solid platform to find an accountant who will work as hard for your company as you do.

At Medallion Fulfillment and Logistics we make it easy for startups and new businesses to grow with thoughtful services and flexible order fulfillment options. Call us today to get a free price quote so you can focus on growing your business and leave the shipping to us.