launched in 1999.  Throughout the years it kept adding carriers. By 2017, it was working with 10 carriers, which caused complications—especially as its online sales grew—says Greg Dahlstrom,’s vice president of logistics. The online retailer of supplements and fitness apparel and accessories annually generates $200 million in sales, with about 90% of those sales taking place online.

“Having to monitor all the carriers and spot problem shipments was difficult,” he says. For years, the retailer would send customers an email with a tracking number when her package shipped. The shopper would then have to visit the carrier’s website to check delivery progress. But lacked a holistic view of its packages, which meant it would “wait for customers to tell us there was a problem,” he says.

The retailer then sought to get its logistics and fulfillment management…

This article explores how better fulfillment communication is paying off for online retailers.

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