Selling on Amazon isn’t as simple as manufacturing goods and sending them directly to customers. There are many logistical factors that brands need to consider, including packaging, shipping, fulfillment, returns, and more. To make the distribution process as cost and time-effective as possible, products often pass through cross-docks.
In the context of marketplace ecommerce, cross-docking is when shipments rapidly pass through an additional stop, or cross-dock, to more quickly and efficiently arrive at their final destination. Cross-docks group together pallets of different products with similar destinations to cut shipping costs by sending in bulk. This process can also aid in preparing raw products for grouped selling. Products often pass through cross-docks between their original warehouse or manufacturing plant and their final sales channels like Amazon, Walmart, or Target.
Cross-docking is a more efficient and economic way to get many different shipments to their appropriate locations. In a cross-docking arrangement, brands will only need to send their shipments to one place—the cross-dock—instead of breaking up their pallets and making small shipments across the country or world. Since cross-docks handle shipments for many different brands, they can efficiently group and ship several pallets from different brands to their appropriate location at once.
For example, instead of one brand making several small shipments to Texas, Oregon, and California, the brand can just send all their product to a cross-dock. The cross-dock can then group the inbound Texas shipment with other shipments headed to Texas and so on.
Another benefit to cross-docking is speed. Cross-docks don’t store products; they turn them around to their final destination within 1-2 days. This simplifies the supply chain and helps brands avoid storage costs, risks, and logistics.
Cross-docks with value add can offer additional benefits beyond transportation, as we will discuss more in-depth below.
Most true cross-docks simply receive shipments and quickly send them on to their final location. Other cross-docks have a value add. Instead of just bringing in product and quickly shipping it, these cross-docks perform a service or otherwise add value during the process of cross-docking.
Between taking the shipment apart and putting it on pallets to different destinations, a cross-dock with value add may perform quality checks, add a UPC for Amazon organization, repackage it, or otherwise prepare the product to improve the customer experience or ensure it meets the marketplace standards and requirements.
One example of this service is a brand sending jewelry to a cross-dock in plastic bags and the cross-dock then repackaging it in jewelry boxes. Cross-docks with value add may also package a few complimentary products from the same brand and sell them as a set, like selling a dog toy in a pack with a treat that goes inside the toy.
Despite the additional efforts, cross-docks with value add still execute this process very quickly to get the outbound products to their final locations as soon as possible.
Another way to categorize cross-docking is by pre-distribution cross-docking and post-distribution cross-docking. In the former products are sorted and prepared based on pre-determined instructions. The inbound product’s final destination is known as soon as it leaves the manufacturer or supplier. In the latter, products stay at the cross-dock until the final destination is known, which gives retailers more time to make smarter shipping decisions based on inventory and demand.
In general, cross-docking can be beneficial to all brands selling any type of product. There can be some potential risks of cross-docking since, from one perspective, you’re putting all your eggs in one basket. Stock isn’t being held to be sent to various locations as sales dictate, but rather immediately being sent in bulk to selling channels like Amazon.
This risk is mitigated when working with a partner knowledgeable about ecommerce selling patterns. If you know a certain number of units will sell on Amazon, it’s less risky to allocate that many to the channel.
Another risk of cross-docking, according to Cyzerg, is that it requires detailed planning and coordination to run smoothly.
Businesses that partner with Pattern get complete access to our cross-docking services with value add. We don’t just get your products from point A to point B—we touch every single product that comes through our cross-dock and add value through the process. We perform rigorous quality checks, package products to help them sell better and improve the customer experience, and ensure every product meets the precise standards and requirements of the marketplace it will be sold on.
We send our brands detailed purchase orders so they know exactly how much inventory to supply to our cross-dock and when. This takes the guesswork out of the process, making it easy for brands to make data-backed decisions on how much product to allocate to each sales channel. Rather than having to coordinate several different shipments to different locations, our partners simply palletize their products and ship them to us in bulk.
We unload the pallets, break them down, process them, and ship the products back out within 2-3 days. Because of our size, our shipping costs are astronomically lower than typical market rates. Since we handle all the logistics of ecommerce fulfillment, we give our brands more time to focus on what matters most. Even better? Cross-docking is just one small element of the ecommerce management services we offer our partners.
Interested in learning more about cross-docking with Pattern? Let’s start the conversation today.
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Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.
In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.
From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.
According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.
From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.
It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.
A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.
Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.
The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)
Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.
Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.
Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.
Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.