A Fulfilling Holiday
The fully automated database reorders when volumes are low, removes out-of-stock products from the Web site’s offerings based on rules, changes ship times to reflect inventory levels and predicts inventory needs.
Ashford set out to provide its customers with a truly luxurious holiday experience. The idea was to convince its existing customers that it was an on-time, reliable e-tailer even in peak season and to convert first-time buyers into loyal customers. It didn’t want to just promise same-day shipping, but guarantee it. The company offers free next-day shipping through FedEx everyday because it completes its image as a luxury retailer to the customer. It sent roses to any customer who received a wrong order, late order or who was just dissatisfied. The caveat to the company’s plan was that it had to fulfill its guarantee regardless of the reason for late arrival, such as slow shipping from either FedEx or the USPS, which provided Sunday delivery, even on Christmas Eve.
