In a world filled with gadgets and gizmos, all problems seem designed for high tech solutions. But, sometimes, the best answer is low tech or no tech.

This is the case with the DiveCam. It is used to provide close-up coverage of the divers as they compete for Olympic Gold. Garrett Brown’s clever invention uses gravity to synchronize the camera with the diver. (For more information on the DiveCam, read the WSJ’s article “Now Diving: Isaac Newton”.)

Ingenuity trumps technology again when UPS designed right turn only routes to save time, miles, and fuel. Combining right turns with no engine idling, they save millions of gallons of fuel annually.

You don’t have to be a genius or billion dollar organization to benefit from low-tech and no-tech solutions. Look around your operations for simple ways to save every day. For example, single line order items can be pre-packaged so they become “slappers”. When orders come in, the labels can be slapped on and it is ready to go. If you need to include a packing list, it can be inserted in a self adhesive envelope.

Or, reconfigure your warehouse to store the higher movement items closest to the packing stations. It reduces the pickers walk time, improving their efficiency.

Save a few pennies with every order. Before you know it, you will see your profits soar!

Debra

Rarely does an experience with a company amaze me. So when one does, I have to take a seat and catch my breath. This is one of those times and I have to share it with everyone.

Dillard’s Inc. has thoroughly impressed me with their customer commitment and social media savvy. On July 31, I used a shopping experience as an example of how logistics are challenging for multichannel companies. The same day, I received a response from a representative of Dillard’s. It began with a comment on my blog and continued offline.

It turns out that they have a system in place for handling customer requests such as mine. With the system in place, it appeared to be a training issue. My corporate contact wanted to know which stores were involved so they could address the problem.

After I provided the requested information, I wrote a follow up post, and presumed that it was done. I was wrong.

Yesterday, I received a call from the district office for the stores involved. It began with an apology and continued with a detailed explanation of how their locater system works. They are definitely on the right track to becoming a top-notch multichannel company.

There was even an offer of a gift card because they wanted a satisfied customer. I declined the offer because I wasn’t dissatisfied with my experience. I just thought it could be better. I have been a loyal Dillard’s shopper and will continue as such.

So why was I amazed?

First of all, there was a response from the corporate level within 24 hours of my posting a comment about my experience. There is so much talk about social media these days, it is refreshing to see a company incorporating it in their customer satisfaction program. (If you are not monitoring comments about your company, you need to start. You may be surprised by what is floating around on the web.)

Secondly, the communication between the corporate representative and me wasn’t the end of the process. It was the beginning. She immediately started a search to find the weak spots so they could improve their service. This indicates a commitment to their customers that begins at the top.

Thank you, Dillard’s. My experience began as an example of why logistics need to be improved and ended with a testimonial for great social media response and follow through.

…is a quick response to your experience. The Internet is a wonderful tool for communicating with customers, if you use it. My comments on July 31st about a Dillard’s shopping experience received a quick reaction from one of their employees. It seems that they are working to improve their brand.

Monitoring and responding to blogs is a part of brand management. Using the information to improve your organization is good business sense. I am routinely asked in interviews “who does multichannel right?” My answer has always been, “Nobody, yet.” I am looking forward to the day when I have a list of companies who have set aside departmental differences and successfully implemented logistical systems to provide a seamless shopping experience.

The challenge of multichannel marketing isn’t connecting with our customers. The Internet allows us to do that with ease. Logistics is the limiting factor that keeps a company from reaching its potential.

Recently I visited Dillard’s department store to purchase a specific pair of pants as a gift. My local store had the style and color, but not the size. The sales associate checked inventory at other stores and found the correct size in another state. I asked her to have the pants shipped to me. She responded that they could see if the item was available but they could not order it. She escorted me to customer service so they could provide the telephone number for the stores with the pants.

I returned home, logged on to www.dillards.com in hopes of finding the pants. They were not available online. So, I dutifully called the stores until I found one that would ship the pants to me. (It took three calls.) If I had been shopping for myself instead of for my mom, I would have stopped with the Internet search.

Dillard’s failed the shopping challenge. While they had the product I wanted, accessibility to purchase it was challenging. The lack of a viable system that provides visibility and accessibility across channels and locations prevents the company from reaching its full potential.
What logistics prevent your company from growing to your potential? Give it some thought. Your customers will thank you.