Retail Logistics: 5 Facts about Omni-Channel Fulfillment
Scott Hothem • February 9, 2015
They’re on the backs of baseball cards. They help us determine fact from opinion and myth from reality. Whether it’s the EPA regulated fuel efficiency rating of a new car or settling an argument between who’s the better quarterback, Peyton Manning or Tom Brady, statistics carry a lot of weight. While numbers personify trends, they can also be used to steer conversations and prove points. One thing that you can’t be steered away from is the growing prevalence of omni-channel retail distribution. Just as statistical knowledge can help prove your point in those Sunday afternoon gridiron debates, statistics can help you understand and navigate the new challenges of retail logistics. Here are 5 facts and stats about omni-channel and its impact on retail.
- Customer satisfaction metrics improved for 88% of retailers that implemented a “ship-from-store” process.
- 50% of consumers prefer and expect to have the option to order online and pickup in the store of their choice.
- 10% of consumers consider in-store pickup more convenient than having items shipped directly to their home.
- Only 33% of retailers have the basic omni-channel tools in place, such as cross-channel inventory visibility and store based fulfillment.
- 25% of consumers that order online and select the “store pickup” option do so to avoid waiting on shipping.
*These statistics are based on a survey done by Forrester Research, “Consumer Desires vs. Retailer Capabilities: Minding the Omni-Channel Commerce Gap”
While this is only a small sample of the new consumer demands facing all retail outlets, it is clear that consumers want different options, and they want them for different reasons! Inventory visibility, product tracking and e-commerce platforms are now more necessary than ever before. Barrett Distribution, with e-commerce experience and visibility technology, implements supply chain and logistic solutions for retailers.
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Most customers will never think about what happens inside a warehouse. They will not see an order being picked, watch someone choose the right packaging, or know how many people and decisions were involved in getting a product from a shelf to their front door. And when everything goes right, they probably should not have to. The details behind fulfillment tend to disappear into the background when they work. The right product arrives when expected. The packaging looks the way it should. The gift message is there. Nothing is damaged, missing, or confusing. The customer opens the box, enjoys what they ordered, and moves on with their day. It is when one of those details goes wrong that fulfillment suddenly becomes very visible. For brands heading into the busiest months of the year, that distinction matters. Customers may never know how much work goes into getting an order right, but they certainly remember how it feels when something is not. Small Mistakes Rarely Feel Small to the Customer Inside a fulfillment operation, an incorrect item can look like one mistake among thousands of successful orders. To the person opening the package, however, it represents their entire experience with the brand. They do not see the other orders that shipped correctly that afternoon. They see the sweater in the wrong size, the missing product they needed for a birthday, or the gift that arrived without the message they carefully wrote at checkout. Context changes everything. That is particularly true during the holidays, when purchases often carry more meaning than an ordinary Tuesday afternoon order. A package might be headed directly to someone the customer loves. It could be needed before a flight home, a family gathering, or a celebration that cannot simply be rescheduled because something arrived late. The physical order becomes part of a much larger moment, which is why seemingly small details can carry so much weight. Your Brand Does Not Stop at Checkout Brands put enormous thought into how customers experience them before a purchase. Websites are carefully designed. Product photography is considered. Emails have a particular voice. Social content has a recognizable personality. Then someone clicks buy, and much of that carefully constructed experience moves into the hands of fulfillment. That transition should feel natural. The box does not need to be extravagant, but it should feel like it came from the same brand the customer chose online. If branded inserts are part of the experience, they need to be there. If a customer paid for gift wrapping, it needs to look intentional. If an order includes a personalized message, getting the words right matters. This becomes even more important for brands that have deliberately built their identity around thoughtful details. Custom packaging, kitting, gift messaging, inserts, and other forms of personalization are not simply extras once customers begin expecting them. They become part of what the brand represents. At Barrett, personalization is approached with that larger customer experience in mind. Our teams support requirements ranging from custom packaging and branded inserts to gift messaging, kitting, and other value added services. The purpose is not to make every order more complicated. It is to help brands preserve the experience they worked hard to create, even as the number of orders grows. Growth Has a Way of Testing the Details It is relatively easy to be meticulous when order volume is manageable. The real challenge arrives when hundreds of orders become thousands, a promotion performs far better than expected, or holiday demand compresses weeks of activity into a handful of very busy days. Customers, of course, do not experience your growth from inside the business. They simply expect the same experience they had before. A loyal customer does not want a less thoughtful package because it happens to be December. A first time buyer does not know that your team just had its busiest week of the year. From their perspective, this is simply their order, and it may be the only opportunity the brand gets to make a first impression. That is where consistency becomes such an important part of growth. Scaling fulfillment is not only about increasing the number of orders an operation can move. It is about increasing volume without allowing the experience surrounding those orders to slowly lose its character. The goal should be for the thousandth customer to feel just as considered as the first. The Best Fulfillment Experiences Are Often the Ones Nobody Talks About There is a strange compliment hidden in great fulfillment: most customers will never mention it. They will not write a review saying the correct item was placed inside the correct box. They probably will not tell their friends that their gift note contained exactly the words they submitted. Those things are simply expected. But expectations are powerful. Meeting them consistently builds confidence in a brand, while repeatedly missing them can erode that confidence surprisingly quickly. This is why the work happening behind an order deserves more attention than customers will ever give it. Someone has to care about the insert. Someone has to notice that the packaging is wrong. Someone has to make sure a special kit contains everything it should. Someone has to think about the details precisely because the customer should not have to. At Barrett, we believe exceptional customer experiences begin long before a package leaves the warehouse. They are built through preparation, consistency, communication, and people who understand that what looks like another order inside a distribution center may mean something entirely different when it reaches someone's doorstep. Your customers may never see the work behind those details. They will notice when they are missing.
FRANKLIN, Mass., Aug. 25, 2026 — Barrett Distribution Centers , a third-party logistics (3PL) provider, has been named one of Inbound Logistics’ 2026 Top 100 3PL Providers list for the second consecutive year. Each year, Inbound Logistics editors select 100 third-party logistics providers that demonstrate the capabilities and adaptability needed to support evolving supply chain demands. “Being named a Top 100 3PL for the second year in a row is especially meaningful because it reflects our consistency,” said Tim Barrett , CEO of Barrett. “Our team shows up every day focused on our clients and their businesses. I’m incredibly proud of our people and grateful to the clients and partners who continue to put their trust in Barrett.” About Barrett Distribution Centers Since 1941, Barrett has provided customized third-party logistics (3PL), direct-to-consumer (DTC) eCommerce fulfillment, omnichannel distribution, managed transportation solutions and retail compliance for clients across all industries, with a focus on apparel & footwear, health & beauty, consumer packaged goods (CPG) and education. Barrett continues to be a leading 3rd party logistics provider in North America, known for superior execution, customer engagement and direct access to senior leadership decision makers. As a member of Inc's fastest growing companies list 15+ times, Barrett is big enough to do the job and still small enough to deeply care about your business. Brands interested in a new 3PL partnership may contact Barrett directly here . Official Release Here
By September, holiday campaigns are beginning to feel real. Creative has been approved, promotions are taking shape, product launches are on the calendar, and marketing teams have spent months thinking about what will make customers stop scrolling and start shopping. A tremendous amount of thought goes into earning that holiday order. But the customer experience does not end when someone clicks “Buy.” In many ways, that is where another part of the experience begins. The package that eventually arrives at a customer's door has to live up to everything the brand promised before the purchase. The right product matters, of course, but so does when it arrives, how it is presented, whether a gift message is included, and whether the small details that make the brand recognizable are still there during one of the busiest periods of the year. For brands preparing for the holidays, September is a good time to make sure the experience being planned by the marketing team is also an experience the fulfillment team is prepared to deliver. Marketing Creates the Expectation. Fulfillment Has to Carry It Forward. Holiday marketing is designed to create a feeling. Maybe the campaign is playful and colorful. Maybe it is built around gifting, exclusivity, or a limited product release. Whatever the idea, customers begin forming expectations about the brand long before a package reaches them. Fulfillment becomes one of the few opportunities to turn those expectations into something tangible. Think about a customer buying a holiday gift from a brand for the first time. They may have discovered the product through an Instagram post or holiday campaign, but the package arriving at their home is the first physical interaction they have with that company. If the experience feels thoughtful and consistent with what they saw online, the brand feels complete. If it feels careless or disconnected, some of that excitement can disappear remarkably quickly. That is why fulfillment should be part of the campaign conversation earlier than many brands realize. The warehouse may not be creating the campaign, but it will eventually be responsible for helping bring part of it to life. The Small Details Become Big Details During the Holidays The holidays introduce a different kind of customer. People are not always shopping for themselves, which means an ordinary order can suddenly carry much more emotional weight. A gift note matters more when someone cannot be there to deliver the present personally. Thoughtful packaging matters when the recipient is opening it on Christmas morning. A promotional insert, special kit, or branded presentation can turn something purchased online into an experience that feels considered rather than transactional. Those touches sound simple until thousands of orders begin moving at once. This is where preparation becomes important. Custom packaging, branded inserts, gift messaging, kitting, and other personalization requirements need to be understood well before holiday volume reaches its highest point. Inventory has to be available, materials need to be ready, and the people preparing those orders need a clear understanding of what belongs where. At Barrett, these types of unique requirements are an important part of the work we do. Bryan Corbett, Vice President of Sales and Marketing, recently described Barrett's sweet spot as brands that have grown beyond straightforward fulfillment and need a more customized approach across multiple channels. Personalization, gift notes, specialized packaging, retail requirements, and other details can all become part of that picture. The goal is not to add complexity for the sake of it. It is to protect the experience a brand has deliberately created. Holiday Volume Should Not Make Your Brand Feel Less Like Your Brand There is an understandable temptation during busy periods to simplify everything. More orders are coming in, deadlines are tighter, and everyone is focused on keeping products moving. But customers do not lower their expectations simply because it happens to be peak season. In fact, holiday shoppers may be paying even closer attention because many purchases are gifts or first experiences with unfamiliar brands. Growth should not force a company to abandon the details that helped it grow. That is one reason flexibility matters when choosing a fulfillment partner. During his recent conversation, Bryan explained that Barrett works with brands whose requirements often extend beyond a standard fulfillment model. Some sell directly to consumers while also serving major retailers. Others need personalization, unique packaging, garment services, or specialized projects that require a more tailored approach. Those requirements are not distractions from fulfillment. For many brands, they are part of the product experience itself. And as Bryan put it during the conversation, Barrett's approach is centered on “custom, unique solutions with personalization” for brands whose businesses have become more sophisticated as they grow. September Is the Time for the Conversation Nobody wants to discover in the middle of the holiday rush that an important campaign detail never made its way to the people fulfilling the orders. If marketing is planning a special gift set, the fulfillment team should understand what is coming. If a promotion could dramatically increase demand for a particular product, that information matters. If customers are being promised special packaging or gift messaging, everyone involved in delivering that experience needs enough time to prepare. This is where a strong relationship with a 3PL becomes much more valuable than a transactional one. Bryan spoke candidly about the importance of trust between Barrett and its customers. A successful relationship develops when both sides can share information, offer advice, challenge assumptions when necessary, and understand that they are ultimately working toward the same goal. He summed up the connection between experience and trust simply: “You show your expertise through your honesty and your trustworthiness. You can't separate the two.” During the holidays, that openness becomes especially valuable. The more a fulfillment partner understands about what the brand is planning, the more opportunity there is to prepare for it rather than react to it. The Campaign Does Not End at Checkout Marketing may bring a customer to the cart, but the experience that follows can influence whether that customer remembers the brand after the holidays are over. That is worth thinking about now, while there is still time to make thoughtful decisions. The holiday season will always bring surprises. A campaign may perform better than expected, one product may suddenly become the gift everyone wants, or an opportunity may appear that was never part of the original plan. Preparation cannot eliminate every unknown, but it can give brands more room to respond without sacrificing the experience they promised customers. At Barrett, we believe the fulfillment experience should feel like a continuation of the brand rather than something that happens separately behind warehouse doors. That means understanding the details customers care about, preparing for what is coming, and building enough flexibility to protect those details as volume grows. Because after months of planning the perfect holiday campaign, the final impression should feel every bit as intentional as the first.
