Editor’s Take

Raising the Fulfillment Bar
In recent years, the need for top-notch fulfillment has skyrocketed. As online ordering and rising gasoline prices continue to attract a new breed of more demanding customers, catalogers have less margin for error.

Catalogers long ago basically invented direct fulfillment. But now, dedicated brick-and-mortar retailers and dot-coms get orders out quickly and accurately. An example: My wife Donna, who’s a loyal Kohl’s shopper, has been pleased with the discount apparel retailer’s ability to fulfill her online orders when our local Kohl’s store doesn’t have something she wants.