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How to make your online buyers happy: Tips for OEMs

Posted: 10 Dec 2015 ?? ?Print Version ?Bookmark and Share

Keywords:OEM? online purchasing? customer satisfaction? supply chain?

Now that consumers are taking advantage of online purchasing platforms to meet their needs, electronics OEMs should increasingly give more attention to improve their buying experiences. However, there remains a major gap between in-store and online purchasing in the feeling of instant gratification, or lack thereof, when buying online.

Customers are attracted to making purchases in-store because they want to go home with their new product immediately after spending money on it, which makes meeting online consumers' expectations for that feeling a huge challenge. And that challenge is only multiplied with the growth of on-demand services like Uber and the ability to receive tens of thousands of responses within milliseconds to a phrase typed into Google.

In order to keep the online customer satisfied, retailers and electronics brands must provide an experience that is as close to offline purchasing as possible. That means shortening the time from when the customer clicks "purchase" to when the product arrives at their doorstep. Where new capabilities, like one- or two-day shipping, have helped speed up the time in between order and receipt, retailers and brands must take steps to better control what happens immediately after the click, the order fulfilment phase. As soon as the purchase is made, a series of seamless events must happen in the warehouse to ensure that the customer receives the right product quickly and in the perfect condition.

Since fulfilling more orders correctly and quickly means a more gratifying experience for the buyer, it also means more success for the seller. Higher customer satisfaction equals higher sales, which can be obtained by implementing a more efficient order fulfilment process such as those in the five features listed below. These are key for any electronics company that wants to improve its own click-to-ship times:

1) Create continuous flow

Once an order is processed and the request is sent to the warehouse, the order should be continuously moving along the belts for a retailer or brand to achieve measureable time savings. Companies can improve this step by assessing their current process, removing any unnecessary touches made by employees and focusing on the basic product flow, removing the product from the shelf, putting it in the box and pushing it out the door. Anything else within the process is wasteful.

2) Streamline box assembly

By engineering packaging that requires a minimum amount of touches by employees, retailers and brands can also cut down on assembly time. The faster a box can be assembled and put into the continuous order process, the less overall delay there is.

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