PACKAGING, DESIGN/LOGISTICS
Also look for someone with experience
shipping similar products. Find a provider
with a solid stock rotation program
and a Web-based ordering and tracking
system that keeps the brand in control
of inventory. Freshness is critical with
makeup, skin care and fragrance products,
so a brand needs to be able to monitor
its products’ best buy dates in real time.
Retailers order quickly and stock smaller
and smaller inventories, so providers
must be able to cross dock and handle the
occasional pick and pack order as well.
And brand owner’s shouldn’t forget to
ask whether they routinely keep strongly-scented items apart to prevent cross
contamination.
Finally, brands also have an opportunity
to cut transportation costs and keep
rising fuel costs at bay. Small brands,
too, can level the playing field between
them and larger competitors by joining
a retailer consolidation program such
as those at logistics providers such as
CaseStack, Hanson Logistics and Millard.
As part of such a program, a brand’s
product is combined with other products
all requested by the retailer in a master
purchase order. The brand’s would-be
“less-than-truckload” (LTL) order is then
shipped on a full truck, affording a cost
savings. This also shortens delivery times,
improves lead times and reduces potential
damages. The resulting savings can be
applied to shelf price, demonstrating to
consumers that, as a brand owner, you
believe in reducing excess and believe in
passing the savings on to consumers.
ELIZABETH ABRAMS is the
marketing associate at CaseStack—
where she handles the public relations,
advertising, marketing and business
intelligence strategies for the rapidly
growing provider of sustainable logistics
solutions. A substantial background in
journalism and advertising brought her to CaseStack, where
she has worked since 2008.
56 Packaging, Design/Logistics
GCI April 2010
