ASICS and Seven Senders: A Partnership for Enhanced Customer Experience

This session at DELIVER Europe 2024 showcased the successful partnership between Asics, a leading sportswear brand, and Seven Senders, a provider of cross-border delivery solutions in Europe. The discussion highlighted how ASICS leveraged Seven Senders' platform and expertise to optimise its e-commerce logistics and enhance the customer experience.

ASICS' Logistics Strategy: Customer-Centric and Agile

Michael Gryszko-Prattes from ASICS emphasised the company's customer-centric approach to logistics, aiming to use it as a business enabler. Their strategy focuses on:

• Agility, Service, and Cost: Balancing these three key elements to optimise the customer experience.
• Continuous Improvement: Embracing the "Kaizen" philosophy of continuous improvement.
• Technology and Innovation: Leveraging data and technology for better decision-making and process optimisation.
• Market Understanding: Adapting to changing market demands and consumer expectations.

The Challenge: Streamlining Ecommerce Logistics

ASICS faced the challenge of streamlining its outbound logistics to support its ambitious growth strategy and enhance the customer experience. Key requirements included:

• Lean Logistics: Eliminating unnecessary steps and non-value-added activities.
• Customer Journey Optimisation: Improving the end-to-end customer experience.
• Cost Optimisation and Efficiency: Achieving cost savings without compromising service.
• Agile Reporting and Data Systems: Gaining better visibility and control over logistics data.
• Flexibility: Adapting to changing demands and diverse customer preferences across Europe.

The Solution: Seven Senders' Platform and Local Hero Strategy

ASICS partnered with Seven Senders to implement a "Local Hero" carrier strategy, offering customers deliveries via their preferred carriers in each country. This approach provides:

• Convenience: Customers receive deliveries from familiar carriers.
• Seamless Returns: Easy and convenient return options through local carrier networks.
• Faster Refunds: Quick reimbursement due to better visibility and control over the delivery process.

Seven Senders' platform provided Asics with:

• One-Stop Solution: A single platform for managing all aspects of cross-border deliveries, including customs clearance, tracking, and claims.
• Flexibility: The ability to easily change carriers and adapt to evolving needs.
• Data and Control: Access to real-time data and analytics for performance monitoring and optimisation.
• Customs Expertise: Streamlined customs processes and documentation, particularly for challenging markets like Switzerland.

Benefits and Results

The partnership with Seven Senders has delivered significant benefits for ASICS:

• Enhanced Customer Experience: Improved delivery and returns experience, leading to increased customer satisfaction.
• Cost Savings: Reduced costs through efficient processes, carrier optimisation, and transparent pricing.
• Agility and Flexibility: The ability to quickly adapt to changing market demands and customer preferences.
• Improved Sustainability: Implementation of greener delivery options and reduced environmental impact.

Key Takeaways

The ASICS and Seven Senders case study highlights the importance of:

• Customer-Centricity: Placing the customer at the centre of logistics strategies.
• Agility and Flexibility: Adapting to the dynamic e-commerce landscape.
• Technology and Data: Leveraging technology for better visibility, control, and decision-making.
• Partnerships: Collaborating with expert providers to navigate complexities and optimise processes.

By embracing these principles, retailers can enhance the customer experience, improve efficiency, and drive growth in the competitive ecommerce market.