Saving Time, Energy and Money with Virtual

Warehousing  

Karen Sheehey, interlinkONE,

Wilmington, MA

Who Am I?

• Karen Sheehey• VP of Sales

interlinkONE

• Enterprise Marketing Management Software

• Build, Plan, Manage Execute Marketing Activities

Background:

PromotionalProducts

PromotionalProducts

MarketingAutomationMarketing

Automation

Fulfillment&

Mailing

Fulfillment&

Mailing

Warehousing&

Distribution

Warehousing&

Distribution

SalesProcess

Automation

SalesProcess

Automation

PrintManagement

PrintManagement

ProgramManagementProgram

Management

Marketing

What We’ll Be Talking About

Oh, Things Sure Do Change

How Has Your Business Changed?

Courtesy of the CMO Council

What is Virtual

Warehousing?

Nope. Not this.

Print on Demand:

A process in which new copies of a document are not printed until an order has been received

http://en.wikipedia.org/wiki/Print_on_demand

How its done

Variable Data & One-to-One

Marketing

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

Identify Areas of Personalization

Interest articles Images Membership

Level Personalized

URL

---Images based on Interest---Personalized URL

Membership Level

This customer:

Loves the races … Thinks the food is expensive… Is a Silver member

“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.”

Does it work?

Electronic Fulfillment

“I Need It Yesterday”

CMO Council 2011: Unraveling and Understanding the Conflicts Between Sales and the Marketing Supply Chain

A Portal for it All

Regardless, its there

Why Virtual Warehousing

?

How much is it worth to you?

Obsolete Stock

•You will not have losses due to obsolescence, less waste

•How much do you spend on revisions, rebranding, and reprint necessary to do that

Rising cost of real estate in warehousing

•Rising real estate cost for storage

•Less resources needed to manage processes

Risk in Outdated information

•You will not ship less than current material, so there is less risk

•Your employees have stockpiles of old information

•You control what is current

Quick Turnaround

•Lead times to get information in peoples hands from more than a week to days or even minutes, turnaround is very little.

•Just in time inventory•Rising real estate cost for storage

What is the cost of a rebrand?

•How much do you spend on revisions, rebranding, and reprint?

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.

Status of all Orders

ORDERS: Placed by Month

Most Commonly Picked Items

Virtual Warehousing:

How?

Find the Right Partners!

V

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

Fulfillment Process Overview Shipping & Reconciliation

Warehouse

Production

HAVE A PROCESS!

Develop Infrastructure

Advice from the Experts

John Bowen, FSI. Print, Mail, Fulfillment Expert

1.Know the benefits and value you are seeking• Brand Integrity• Reduced Waste• Administrative ease• Measurement • Financial simplicity

2.Pick a qualified provider

3. What to look for:• Ease of use/user experience• Access and Security• Cross Media tools. Do Not Market in a Vacuum!• Cost and Time

Advice from the Experts

Ken Garner President of Mailing Fulfillment Service Association

1.Find market leaders who have done this successfully and are willing to share. Peer groups are important resources. 2.ID the best in class vendor suppliers who can help and have a proven track record for transition. 3.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 it4.ID any required skill set internally or outsourced so you aren’t flying blind5.Consider engaging a qualified consultant

Advice from the Experts

Joe Truncale, President of National Assoc of Printing Leadership

1.Always keep in mind your target, your message, your budget and time2.Know the results you are looking to achieve before you begin3.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.

DO YOUR RESEARCH!!

Advice from the Experts

A very large Financial Services In Plant

We decided to move to POD for several reasons:1.We were able to reduce costs both in print and warehouse space. 2.We were able to be more flexible when changes were needed.3.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. 4.We estimated that over 60% of our B/W forms were used in quantities of less than 500 a month.  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.

Any Questions?

Thank YouKaren Sheehey

KarenS@interlinkONE.com

http://twitter.com/KarenLoueez