expanding your furniture business nationwide without an …
TRANSCRIPT
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EXPANDING YOUR FURNITURE
BUSINESS NATIONWIDE WITHOUT
AN E-COMMERCE STORE
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Webinar Housekeeping
• We are recording this webinar
• You’ll receive the recording and slides
• We’ll answer all questions at the end
E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
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Introductions
3
JANET VITOVP of Marketing & Sales,
uShip
MATT MAYAOwner
Curbside Treasures / Recollections
E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
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Introductions
4
• We provide online sellers logistics
technology and transport of large,
oversized goods like furniture.
• Over 2 million deliveries since 2004
• Based in Austin, Texas
• We specialize in refurbishing and
redesigning furniture, crafts, and
household items that we sell on Etsy
and our brick-and-mortar store.
• Started in 2013
• Based in Wilmington, North Carolina
E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
CURBSIDE
TREASURES
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Polling Question No. 1
5
What percentage of furniture sellers
do not have an e-commerce site?
a. 15%
b. 38%
c. 55%
d. 95%
e. I don’t know
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Polling Question No. 1
6
What percentage of furniture sellers
do not have an e-commerce site?
a. 15%
b. 38%
c. 55%
d. 95%
e. I don’t know
E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
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eCommerce Furniture Market
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GOOD NEWS!
25% prefer one-of-a-kind furniture1
1 Source: Dream Décor Report, uShip, August 2019
31% are willing to spend over
budget for the perfect piece1
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Polling Question No. 1 Results
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
95% of furniture sellers do not have an
online e-commerce store to sell their wares.
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S E L L I N G F U R N I T U R E N A T I O N W I D E
W I T H O U T A N E - C O M M E R C E S T O R E
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Ways to Reach Out-of-Area Buyers
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
N O N -T R A N S A C T I O N A L
W E B S I T E
B R I C K &M O R T A R
W O R D O FM O U T H
O N L I N EP L A T F O R M S
S O C I A L M E D I AP L A T F O R M S
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C O M M O N R O A D B L O C K :
S H I P P I N G & L O G I S T I C S
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The Roadblock: Shipping & Logistics
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
WHAT’S A GOOD SHIPPING RATE?
WHO’S RELIABLE & TRUSTWORTHY?
WHAT ABOUT DAMAGES?
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F I V E B E S T P R A C T I C E SF O R S E R V I N G O U T - O F - A R E A B U Y E R S
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Five Best Practices for Serving Out-of-Area Buyers
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
1Managing Order
Intake and Process
2Selecting the Right
Shipping Method
4Reducing Damages
and Insurance Claims
5Dealing with Returns
and ‘Reverse Logistics’
3Setting a Shipping
Price Strategy
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B E S T P R A C T I C E N O . 1 :
M A N A G I N G O R D E R I N T A K E & P R O C E S S
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Managing Order Intake and Process
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
YOUR
CU S TOMER ’ S
A LT E RNAT I V EO N L I N E
P L A T F O R M S
B R I C K &
M O R T A R
S O C I A L
M E D I A
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B E S T P R A C T I C E N O . 2 :
S E L E C T I N G T H E R I G H T S H I P P I N G M E T H O D
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Selecting the Right Shipping Method
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
WHITE GLOVE ROOM OF CHOICE LTL
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Selecting the Right Shipping Method
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
KEY QUESTIONS:
Item Size Fragility Distance
Cost Speed End Customer
Packaging/Crating
Stand-alone Furniture
Palletized
OPTIONS:
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B E S T P R A C T I C E N O . 3 :
S E T T I N G A S H I P P I N G P R I C E S T R A T E G Y
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High Shipping Price Statistics
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47% of furniture buyers say high
delivery costs caused them to
look elsewhere for the item.2
2 Source: Realities in Oversized E-Commerce in the Amazon Era, uShip, June 2018
56% said they would avoid a
boutique furniture retailer if they
encountered high shipping costs.3
E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
3 Source: Dream Décor Report, uShip, August 2019
47% 56%
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Four Questions for Setting a Shipping Price Strategy
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1. What is your average sale price?
2. What is your target market?
3. How unique is your product?
4. What are your business goals?
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1. Free Shipping/Shipping Included
How it works
The seller offers free shipping by:
• Folding shipping cost into the product price
• Covering the entire cost of shipping
• Some combination of the two
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1. Free Shipping/Shipping Included
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Pros
• Meets expectations of today’s online buyer
• Levels the playing field with Amazon, Wayfair
• Streamlines the checkout process
• Reduces cart abandonment rates
Cons
• Higher product price may turn off potential buyers
• Gives customers an excuse to comparison shop
• Costs need to be made up elsewhere (e.g. higher volume)
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2. Subsidized Shipping
How it works
The seller offers a low, standard delivery
price by subsidizing the shipping fee. In
some cases, the seller may offer an
additional “bulk discount” for customers
who purchase multiple items.
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
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2. Subsidized Shipping
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Cons
• Attaining predictive, affordable shipping rates is imperative
• Smaller retailers lack the negotiating power
• Subsidizing long-term not a sustainable strategy
Pros
• Seller can offer an attractive shipping cost
• Levels the playing field with high-volume sellers
• Eases customers through the checkout process
• Improves conversion rates
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3. Breakeven Shipping
How it works
The seller charges the customer for the
actual cost of shipping.
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3. Breakeven Shipping
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Pros
• Straightforward approach for seller
• Done right, it can establish trust with buyers
• Trust creates loyal, repeat buyers
Cons
• Average buyers aren’t aware of shipping rates
• Done wrong, it can create doubt in buyer’s mind
• May lead to higher cart abandonment rates
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4. Revenue Shipping
How it works
The seller charges the customer more
than the actual shipping charge.
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4. Revenue Shipping
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Pros
• Turns shipping into added revenue stream
• Covers out-of-scope carrier charges
Cons
• High shipping rates can lower conversions
• Undermines buyer trust if they see rates
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Shipping Price Strategies Quick-Reference Guide
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Business characteristic:Free/Included
(no fee)Subsidized(low fee)
Breakeven(actual fee)
Revenue(higher fee)
A V E R A G E S A L E P R I C E
Expensive • • •
Lower priced • •
T A R G E T M A R K E T
Higher end • • •
Lower end • •
P R O D U C T U N I Q U E N E S S
Unique • • •
Commonly available • •
B U S I N E S S G O A L
Reduce cart abandonment rate • •
Compete with big box retailers • •
Generate new source of revenue •
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B E S T P R A C T I C E N O . 4 :
R E D U C I N G D A M A G E S A N D
I N S U R A N C E C L A I M S
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Reducing Damages and Insurance Claims
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
Carrier 3PL
Serving large customers with
optimized national logistics
T O U C H E S
? ?
Traditional Drop Ship Model
Medium-sized fleets with some
consolidation capabilities.
T O U C H E S
6 - 8
Retailer Managed Network
Small fleet carriers that specialize
in white-glove delivery for
larger-than-parcel.
T O U C H E S
3 - 4
Managed Delivery Network
Door to door cross country carriers
with scale in the United States.
T O U C H E S
1 - 2
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Reducing Damages and Insurance Claims
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
FINAL MILE:
Itemscanchangehands
6-8times(highdamagerate)
FIRST-TO-FINAL MILE:
1-2 touches,blanketwrapped
AlternativeOption
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B E S T P R A C T I C E N O . 5 :
D E A L I N G W I T H R E T U R N S &
‘ R E V E R S E L O G I S T I C S ’
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Dealing with Returns and ‘Reverse Logistics’
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E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E
Of consumers who have made an
oversized e-commerce purchase in the
past year, one in five (21%) have ordered
something that arrived damaged.
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S E L L I N G F U R N I T U R E N A T I O N W I D E
W I T H O U T A N E - C O M M E R C E S T O R E
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Polling Question No. 2
38
What shipping price strategy do you plan to use for your business?
a. Free Shipping/Shipping Included
b. Subsidized Shipping
c. Breakeven Shipping
d. Revenue Shipping
e. Other/I don’t know
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Recap and Next Steps
39
01Reaching Out-
of-Area Buyers IS possible
02Smart shipping
decisions open doors and
opportunities
03Take our
Shipping Price Strategy Quiz
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Take the Next Step
F O U R S H I P P I N G P R I C E S T R A T E G I E S F O R O N L I N E F U R N I T U R E S E L L E R S
F IND OUT MORE:
uship.com/in-home-delivery
CONTAC T:
Janet Vito
VP of Marketing & Sales, uShip
email: [email protected]
2740
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THANK YOU
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Seed Questions for Q&A
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For Janet:
What kinds of transporters does one find on uShip?
What kinds of companies does uShip help? And what kinds of items?
For Matt:
How do you weigh such large items with confidence?
What advice do you have for an offline seller wanting to expand?
How have you reduced your damages?
How do you handle insurance? Do you get it for every shipment?
E X P AND I NG YO U R FU R NI TU R E B U S I NE S S NATI O NWI D E WI THO U T AN E - CO MME R CE S TO R E