In an era where consumer expectations are sky-high and rising, Australian and New Zealand retailers are under pressure to deliver faster, more efficient last-mile logistics.
Freedom Furniture, a leading retailer known for its diverse product range, faced unique challenges in maintaining a reliable, scalable logistics solution that could serve its network of 59 stores across both countries. To meet these demands and elevate its fulfilment strategy, Freedom partnered with Shippit, ANZ’s leading commerce delivery platform, and Fluent Commerce’s Distributed Order Management System (OMS), Fluent Order Management.
Through this partnership, Freedom has not only streamlined operations but has also achieved a 20 per cent reduction in freight costs over the past year. The partnership has enhanced Freedom’s fulfilment processes, reduced cancellations, and established a foundation for growth, transforming its delivery experience. Here’s how.
Overcoming manual coordination and a dependence on a single courier
As its operations expanded, Freedom Furniture faced increasing logistical complexities. Managing deliveries for a large network of stores required significant manual coordination with multiple vendors. This created delays, inefficiencies, and higher costs. The dependence on a single courier added another layer of difficulty, too, inflating shipping expenses and limiting flexibility, particularly in New Zealand where inter-island shipping added complexity.
According to Joshua Rich, Freedom’s e-commerce operations lead: “A key goal was to create a much more efficient picking and packing process for our stores.”
The limitations of working with a single courier impacted customer satisfaction, as customers in remote areas faced longer wait times and a lack of real-time tracking. “We were having to send items with local couriers, where [the] customer experience was really compromised because we couldn’t provide them with tracking numbers,” Rich explained. Freedom needed a comprehensive solution that could not only simplify coordination but also offer more carrier options to meet its growing needs.
Enter Shippit and Fluent Commerce – a partnership for scalable, efficient fulfilment
By partnering with Shippit and Fluent Commerce, Freedom was able to build a logistics solution designed specifically for scalability and efficiency. Fluent Commerce’s Fluent Order Management, introduced Freedom to real-time inventory visibility and dynamic parcel adjustments, reducing shipping costs and enhancing accuracy. This not only reduced shipping costs but also improved accuracy in fulfilment, allowing Freedom to adapt to changing inventory needs.
Shippit’s platform complemented this setup by offering a multi-carrier strategy, allowing Freedom to expand its carrier options and deliver more accurate delivery windows to customers. This was particularly advantageous in New Zealand, where Shippit’s flexibility enabled Freedom to integrate multiple couriers and reduce its reliance on single providers.
“Shippit has allowed us to be more agile in our fulfilment, especially in New Zealand,” said Rich. We can now onboard new couriers as needed, giving us a diverse range of delivery options to better serve our customers.”
This approach allows Freedom to respond to market demands quickly, improving both flexibility and reliability.
Transforming fulfilment and customer satisfaction
The combination of Shippit and Fluent Order Management brought significant operational improvements to Freedom’s fulfilment process. With the implementation of a fully automated system, Freedom eliminated manual tasks such as carton measurement and consignment label generation, accelerating dispatch times and lowering costs. Additionally, automated cost calculations, real-time tracking, and flexible delivery options elevated the customer experience, providing faster and more reliable service to customers across Australia and New Zealand.
Inventory management provided by Fluent Order Management also enhanced Freedom’s ability to manage stock levels across locations, which helped reduce order cancellations by an impressive 85 per cent. With increased stock accessibility, Freedom was able to dispatch items from multiple locations as needed, ensuring faster delivery times and improved fulfilment reliability. This streamlined approach to inventory allowed Freedom to increase stock availability tenfold, which significantly improved the retailer’s ability to meet demand across both countries.
Setting a new standard for retail fulfilment
As Freedom Furniture continues to expand in Australia and New Zealand, the Shippit-Fluent Order Management model offers a scalable pathway for ongoing growth. With an agile, technology-driven logistics approach, Freedom is well-positioned to meet the evolving demands of the modern retail landscape. The partnership with Shippit and Fluent Commerce has equipped Freedom with a dependable, adaptable solution that addresses logistical challenges, enhances customer satisfaction, and positions the company for future success.
Through this transformative collaboration, Freedom has redefined what effective last-mile delivery looks like in the retail sector. By streamlining fulfilment and elevating customer experience, Freedom has set a benchmark for other retailers seeking to enhance their logistics capabilities. As the retail industry continues to evolve, Freedom’s approach demonstrates the advantages of investing in technology and strategic partnerships to meet rising consumer expectations.
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