Saving Time, Energy and Money with Virtual Warehousing


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interlinkONE's VP of Sales Karen Sheehey delivered this presentation at the "Ignite Your Growth" symposium in Philadelphia on March 17th 2011. The event was hosted by TGI.

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Saving Time, Energy and Money with Virtual Warehousing

  1. 1. Saving Time, Energy and Money with Virtual Warehousing   Karen Sheehey, interlinkONE, Wilmington, MA
  2. 2. Who Am I? <ul><li>Karen Sheehey </li></ul><ul><li>VP of Sales interlinkONE </li></ul><ul><li>Enterprise Marketing Management Software </li></ul><ul><li>Build, Plan, Manage Execute Marketing Activities </li></ul>
  3. 3. Background: Promotional Products Marketing Automation Fulfillment & Mailing Warehousing & Distribution Sales Process Automation Print Management Program Management Marketing
  4. 4. What We’ll Be Talking About
  5. 6. Oh, Things Sure Do Change
  6. 7. How Has Your Business Changed?
  7. 9. Courtesy of the CMO Council
  8. 10. <ul><li>What is Virtual Warehousing? </li></ul>
  9. 11. Nope. Not this.
  10. 12. <ul><li>Print on Demand: </li></ul><ul><li>A process in which new copies of a document are not printed until an order has been received </li></ul>
  11. 13. How its done
  12. 15. Variable Data & One-to-One Marketing
  13. 17. Personalization: Starts with the Data Name Interest Status $$ Spent Yearly John Smith Food Silver 5K Michelle Jones Card Games Gold 20K Frank Stafford Shows Platinum 50K
  14. 18. Identify Areas of Personalization <ul><li>Interest articles </li></ul><ul><li>Images </li></ul><ul><li>Membership Level </li></ul><ul><li>Personalized URL </li></ul>---Images based on Interest--- Personalized URL Membership Level
  15. 19. <ul><li>This customer: </li></ul><ul><li>Loves the races … Thinks the food is expensive… Is a Silver member </li></ul>
  16. 20. <ul><li>“ The returns for variable printing vary from double the normal return at the basic level to 10-15 times the return for fully variable jobs.” </li></ul>Does it work?
  17. 21. Electronic Fulfillment
  18. 22. “ I Need It Yesterday ”
  19. 23. CMO Council 2011: Unraveling and Understanding the Conflicts Between Sales and the Marketing Supply Chain
  20. 24. A Portal for it All
  21. 25. Regardless, its there
  22. 26. <ul><li>Why Virtual Warehousing? </li></ul>
  23. 27. How much is it worth to you?
  24. 28. Obsolete Stock <ul><li>You will not have losses due to obsolescence, less waste </li></ul><ul><li>How much do you spend on revisions, rebranding, and reprint necessary to do that </li></ul>
  25. 29. Rising cost of real estate in warehousing <ul><li>Rising real estate cost for storage </li></ul><ul><li>Less resources needed to manage processes </li></ul>
  26. 30. Risk in Outdated information <ul><li>You will not ship less than current material, so there is less risk </li></ul><ul><li>Your employees have stockpiles of old information </li></ul><ul><li>You control what is current </li></ul>
  27. 31. Quick Turnaround <ul><li>Lead times to get information in peoples hands from more than a week to days or even minutes, turnaround is very little. </li></ul><ul><li>Just in time inventory </li></ul><ul><li>Rising real estate cost for storage </li></ul>
  28. 32. What is the cost of a rebrand? <ul><li>How much do you spend on revisions, rebranding, and reprint? </li></ul>
  29. 34. Visibility! As a manager, can you see what is happening with your orders? Let’s look at a few examples of what you could gain access to, when you need it.
  30. 35. Status of all Orders
  31. 36. ORDERS: Placed by Month
  32. 37. Most Commonly Picked Items
  33. 39. <ul><li>Virtual Warehousing: How? </li></ul>
  34. 40. Find the Right Partners!
  35. 41. V Fulfillment Process Overview Shipping & Reconciliation Warehouse Production HAVE A PROCESS! Receive Locate Import storefront CSR Orders Available Process Orders Pull Inventory Pack Orders Ship Orders Web Event Submit Print Produce Print Electronic Fulfillment Kitting On Demand Reconcile Shipping Email Email
  36. 42. Develop Infrastructure
  37. 44. <ul><li>Advice from the Experts </li></ul><ul><li>John Bowen, FSI. Print, Mail, Fulfillment Expert </li></ul><ul><li>Know the benefits and value you are seeking </li></ul><ul><ul><li>Brand Integrity </li></ul></ul><ul><ul><li>Reduced Waste </li></ul></ul><ul><ul><li>Administrative ease </li></ul></ul><ul><ul><li>Measurement </li></ul></ul><ul><ul><li>Financial simplicity </li></ul></ul><ul><li>Pick a qualified provider </li></ul><ul><li>3. What to look for: </li></ul><ul><ul><li>Ease of use/user experience </li></ul></ul><ul><ul><li>Access and Security </li></ul></ul><ul><ul><li>Cross Media tools. Do Not Market in a Vacuum! </li></ul></ul><ul><ul><li>Cost and Time </li></ul></ul>
  38. 45. <ul><li>Advice from the Experts </li></ul><ul><li>Ken Garner President of Mailing Fulfillment Service Association </li></ul><ul><li>Find market leaders who have done this successfully and are willing to share. Peer groups are important resources. </li></ul><ul><li>ID the best in class vendor suppliers who can help and have a proven track record for transition. </li></ul><ul><li>Develop a detailed comprehensive plan. Don’t do it for the sake of doing it. Have a direction, a goal, and a strategy for achieving it </li></ul><ul><li>ID any required skill set internally or outsourced so you aren’t flying blind </li></ul><ul><li>Consider engaging a qualified consultant </li></ul>
  39. 46. <ul><li>Advice from the Experts </li></ul><ul><li>Joe Truncale, President of National Assoc of Printing Leadership </li></ul><ul><li>Always keep in mind your target, your message, your budget and time </li></ul><ul><li>Know the results you are looking to achieve before you begin </li></ul><ul><li>Know why virtual warehousing (which consists of Print on Demand, some electronic delivery options and just in time print runs) is the way to go for your business. </li></ul><ul><li>DO YOUR RESEARCH!! </li></ul>
  40. 47. <ul><li>Advice from the Experts </li></ul><ul><li>A very large Financial Services In Plant </li></ul><ul><li>We decided to move to POD for several reasons: </li></ul><ul><li>We were able to reduce costs both in print and warehouse space. </li></ul><ul><li>We were able to be more flexible when changes were needed. </li></ul><ul><li>We were able to introduce new products to market faster, by instituting POD for both color and b/w materials and did not need to wait the traditional 10+ days for offset print. We could launch using POD and then bring in the larger run offset. </li></ul><ul><li>We estimated that over 60% of our B/W forms were used in quantities of less than 500 a month. </li></ul><ul><li>  </li></ul><ul><li>We do only go POD on certain items and at certain quantity. Obviously it is cheaper to print offset with larger runs or when there is complicated finishing. Also, from a warehouse perspective, if an item is used regularly throughout the day, we don’t want to wait the time it takes to complete POD- we need it on the shelf so we can meet production. </li></ul>
  41. 48. <ul><li>Any Questions? </li></ul>
  42. 49. Thank You Karen Sheehey [email_address]