Cellnet Logistics Expands into Online Retail

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The way in which Australian retailers utilise fulfilment and logistics has changed significantly over the past 12 months. As a result, third-party logistics provider Cellnet Logistics targets the e-commerce industry.

In the wake of the online retail industry boom – and the subsequent increase in the need for warehouse, fulfilment and logistics support – third-party logistics (3PL) provider Cellnet Logistics is expanding its business and taking on more warehouse space in Brisbane.

With the amount of single picks, split cases and individual consignment orders going to residential addresses rising, a large number of retail businesses are unable to manage these processes efficiently.  ”Many traditional retailers have found it difficult to service the ‘direct to consumer’ channel as their processes and systems are built around replenishing stores,” explains Ben Watts, Manager, Cellnet Logistics. “Different systems, different partners and different skills are required to manage this effectively.”

While most retail businesses are well acquainted with logistics and fulfilment on a business-to-business (B2B) level, Watts emphasises it’s imperative that a solution understanding business-to-customer (B2C) is implemented as well – because if systems fail at this point, customers will spend their dollars elsewhere.

In choosing the correct 3PL solution Watts says it’s important the provider is flexible and can support the requirements of each individual retailer. “Some businesses engage us as a complete logistics partner. We act as their warehouse, handling all inbound and outbound stock movements,” Watts explains. “Other retailers use Cellnet  Logistics for online B2C fulfilment only. There are also those brands that want to be distributed to stores while also selling online, and retailers looking to develop their online strategies.”

Watts has found that offering this flexibility and experience across the channels differentiates Cellnet and means the company can adapt its services easily as clients’ fulfilment and logistical needs evolve – which, in the online retail industry, is a never-ending process.

Choosing a 3PL Fulfilment and Logistics Provider

Watts suggests asking the following questions of any potential 3PL provider:

• Do they have the ability to communicate to the mass merchant retailers via EDI or receive a CSV order file form the back end of a customer’s e-commerce solution?
• Can they adapt to your business’ changing fulfilment and logistics requirements?  Can they pick, pack and deliver a designer dress to a residential address or book full pallets into a Kmart distribution centre?

Article by Elisabeth Lambert

Elisabeth is an editor and content creator for The Media Pad, publishers of Power Retail. As a writer and blogger, she is rapt that she is able to channel her passion for online retailing into Power Retail. She also loves writing about rugby, pop culture, travel and anything baby related. Having spent most of the last decade in Japan, Elisabeth still immerses herself in as much Japanese crazy as possible, and when she has time, Elisabeth likes to cook, ski and train for triathlons.