The risk of brand degradation is nothing new (fake Coach purse, anyone)? But graph brand degradation against price transparency, access to goods, manufacturing capabilities, dissolving of geographical boundaries and shipping innovations, and you’ll see the risk has increased dramatically. Here is what you should do as brand degradation gets worse.
Jeff Bezos and the innovation teams at Amazon seem to have cornered the market on far-out ideas that push the envelope for ecommerce distribution, from delivery drones to blimp warehouses to even an undersea DC. That is, until Elon Musk and his hardy band of rocketeers at SpaceX came along and shot the moon – or Mars.
Risk analysis is essential for large and complex DTC fulfillment projects including the above as well as moving to or from third-party fulfillment operations. As a result, most large projects are not delivered on time or within budget. Understanding risk and the likelihood of negative outcomes will help reduce costs and improve on-time implementation.
In this ecommerce world of point, click and deliver, are you accurately monitoring DTC operations metrics to help you meet high expectations from both customers and management? Check out these fulfillment and customer service KPIs from six different direct-to-customer merchants and see how your operations stack up.