Canadian consumers have a seemingly insatiable appetite for all things related to outdoor recreation. It seemed obvious, then, for a leading U.S. retailer of quality outdoor gear to expand to the Canadian market. And while the retailer has made inroads in establishing a physical presence in Canada, the country’s geographic enormity makes it difficult to reach all consumers.
Which is why the retailer’s decision to launch a Canadian website was a logical solution. The website would give all Canadians access to its products and have the added benefit of raising brand awareness, thereby driving additional traffic into stores.
Because the retailer had already put one foot into the Canadian market with its brick-and-mortar presence, it had a basic understanding of the logistics involved in moving products into Canada – and knew it would need to implement a separate process for delivering eCommerce shipments. Small package deliveries to individual residences, which is the nature of eCommerce, involves vastly different capabilities and resources than the B2B supply chain the retailer already operated in Canada.
The challenge
The retailer recognized the need to partner with a logistics provider with deep experience in the Canadian market, expertise in the customs compliance process, and access to a deep distribution network. In addition, the retailer had very specific IT concerns. The company was seeking an end-customer-focused solution that could work within its existing IT platform and provide clear and comprehensive billing services (inclusive of all customs and brokerage fees, and presented in U.S. dollars).
We offered our customized web-based portal, "the Beacon System," to integrate directly with the retailer's operating system. This allowed our IT professionals to use their data to enable all critical processes, from label generation to billing and tracking.
Through our unique partnership with Canada Post, shipments are seamlessly delivered to all Canadian residences. This includes remote locations, P.O. Boxes, and community mailboxes, with no special surcharges.
We ensure a more thoughtful and synchronized approach to border clearance. This includes consolidating smaller shipments, utilizing the government's "Low-Value Shipment" program for expedited clearance, and leveraging our "trusted trader" status for front-of-the-line treatment.
As a direct response to the client's IT needs, our integrated system provided clear and comprehensive billing services. All invoices were inclusive of customs and brokerage fees and presented in U.S. dollars, as requested.
The results
The retailer’s goal in establishing eCommerce capability was to expand its reach to Canadians who were beyond the reach of its brick-and-mortar stores. As a leader in high quality outdoor-themed products, this retailer is a natural for the Canadian market and was confident its products would be well received across the vast country. They were correct. And thanks to Purolator’s highly efficient shipping and technology solutions, the retailer meets or exceeds customer expectations for service, delivery and tracking.
“We knew pretty much right away that we could provide a better solution,” says Betty Jo Rodey, Purolator International’s Strategic Account Executive. “No one else has the access to the Canadian market that Purolator does, so we went to work to deliver the solution this company wanted in the first place.”
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