With smaller margins, businesses operating in the FMCG sector need to work smarter, not harder when it comes to their logistical approach. With years of experience and research behind them, businesses selling fast-moving products often lead the way when it comes to delivering on their fulfilment promises – keeping their customers coming back time and time again. But what is their secret? And how can other brands and sectors harness their knowledge to start winning at the game of logistics?
One of the biggest pros to FMCG fulfilment is the time and attention to detail that these businesses use when it comes to their packaging, and delivery methods. FMCG businesses have created a FREE marketing tool through their use of savvy delivery methods and branding, leaving customers wanting more, time and time again.
At SCEND we work with FMCG companies that are slaying the fulfilment game, taking into consideration every element of the post-purchase experience and ensuring they’re operating at a whole new level. But what exactly are they doing that is different?
Thinking outside of the box: using packaging as a marketing tool.
Marketing budgets are often sparse, especially during a cost-of-living crisis, and so businesses using the FMCG model are well adapted to making budgets stretch further whilst ensuring that their marketing efforts are reaching a wider audience. And that is where packaging comes in. With many FMCG businesses, we see them level up their packaging with interesting branding, stand-out colours, company information and so much more. Utilising their packaging as marketing collateral allows these types of businesses to reach a wider audience for a fraction of the cost. With people more likely to share branded and interesting packaging on social media – having exciting new packaging will help you to reach new audiences.
When it comes to packaging, FMCG businesses aren’t just hitting a home run with branding. Packaging is about more than just the colour of the box – FMCG companies are working on more compact eco-friendly packaging too. Sustainability is no longer just a commodity, it’s more of a need. And with more and more consumers wanting to purchase from smaller more ethical brands, FMCG companies are undergoing extreme changes to appeal to this more sustainably minded customer base.
FMCG businesses are now investing in more sustainably conscious packaging, with many more businesses putting real thought into the materials that they’re delivering items in. Steering away from the single-use plastic bubble wrap and opting for more recycled and recyclable materials, using smaller more fit-for-purpose boxes and packaging to reduce waste and allow for better usage of space inside couriers vehicles.
And it doesn’t stop there. Bigger brands selling fast-moving goods are now reaching out to couriers who have green plans in place to get their products from A to B, whether this be using more electric vehicles or ensuring that all packages to the same house go out in one order to reduce drive time, they’re taking essential steps towards a cleaner-greener future.
When it comes to packaging, much like a lot of things in life, it’s not just what’s on the outside which counts! FMCG businesses typically get orders in and products out, and due to the nature of these fast-moving products, they could simply rely on customer demand to get them consistently going out of the doors! But over the years we’ve seen an increase in clever product marketing placement, including inside the order packages. Paving the way for other industries, we’re seeing more and more FMCG brands make use of custom-inserts to give discounts, suggest new product launches and encourage friend-to-friend referrals! Using these inserts in this clever way encourages repeat custom – rewarding loyal customers with discount codes and hyping up new ones with an incentive for both them and their friends is the perfect way to ensure your business is thriving not just surviving in a 2024 climate.
How do other industries learn from the FMCG marketing & fulfilment model?
Marketing and fulfilment are far from a one-size-fits-all and what works for one sector definitely won’t work for all. However, that’s not to say that we can’t take inspiration from those who are absolutely killing it in the eCommerce fulfilment game! So how do we take what the FMCG brands are doing and use it for other eCommerce businesses:
- Get creative with packaging options: using colourful or branded packaging is the best way to get your business in front of a wider audience, imagine just how many people will see that parcel on its journey from your warehouse to the client’s doorstep.
- Invest in sustainability: Really think about the impact your fulfilment is having on the environment. Exploring avenues such as fully recyclable packaging, and working with cleaner, greener couriers will help your journey to becoming a more sustainable brand.
- Use inserts to encourage repeat purchases and recommendations with discount codes: use hyper-personalised inserts with discount codes and new product recommendations to engage existing customers and get free pre-qualified leads.
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Want to speak to a team of fulfilment experts who can help you reach the next level when it comes to your post-purchase journey? Reach out to the team today. Get in touch.