Online sales are on the rise as of March 2020. According to international data, the increase in the percentage of online shopping has reached three digits. This increase is particularly true for personal care, textile and home care products. According to the Household Information Technologies Usage Survey published by the Turkish Statistical Institute in 2020, The most purchased products in online shopping are clothing and by-products with a rate of 68.5% for women and 54.2% for men. Therefore, it is possible to talk about a certain increase in the textile sector. This situation has become an indication that the process from the supply of products and materials to the seller, from the seller to the consumer, must be handled smoothly. At this point, the importance of e-commerce logistics in the textile sector is a proof that the balances in competition dynamics need to be rearranged. Considering that the process that starts with the purchase of the textile product by the consumer results in its supply, storage, logistics and delivery to the consumer, e-commerce logistics must be managed very well in order for all these stages to continue fully and completely.
Companies work with discipline, punctuality and full performance at all stages from the promotion of their products to the hands of the customer, leading to an increase in customer loyalty. The textile industry always needs a fast and practical logistics process, especially when it comes to fast fashion. The rise of e-commerce and the sudden increase in competition on a sectorial basis make the need for speed and practicality inevitable. In order to meet the consumer expectations in the best way, delivering the products to the consumer without any damage in the fastest way and controlling the stock volumes in accordance with the consumption volume, in other words, the sector KPIs remark as big and inevitable needs.
While making a correct and strategic planning regarding the e-commerce process, not ignoring the sector's KPIs and making a planning in accordance with these needs are among the most important stages of a correct process management. So, what are the industry KPIs?
• Speed: The most important phase of logistics begins after the product is ordered and paid. The rapid realization of all stages, especially the transportation stage, stands out as the primary basis in the textile industry.
• No damage / flawlessness: Firms that work with stock are obliged to properly store their products. The best storage conditions ensure that the products remain intact. During transportation, products must be stored in protected boxes.
• Volume: It is of great importance to know the product stock amount and daily output capacity in companies that work with stock. In cases such as the correct planning of the volume and the sudden increase in sales, the process should be carried out without consumer victimization by distributing the stock properly.
Competition in e-commerce is increasing day by day due to the huge increase in online shopping. The correct planning of every part of the organization makes the company one step ahead in the competitive environment. Companies operating in the textile industry must first start the digitalization process in order to stand out in the competition in e-commerce. The digital system ensures that all systemic tasks such as performance deficiencies, delays and returns are automatically tracked and reported accurately. Manual tracking of this whole process may not always be accurate due to human error. Determining subjects such as transportation, storage, and knowing the product output volume with reports coming from the digital system means much clearer information. However, it is important to plan logistics management in accordance with e-commerce volumes. The following elements are among the things that should be considered: The targets set in the e-commerce sector, the reporting of negative and positive situations experienced in achieving these goals, an automation system operating at full capacity, marketing, planning sales planning in accordance with the volume.
The most important feature that makes companies stand out in a competitive environment is their brands. What drives the consumer to buy is the stories of the brands. The correct organization of the branding process and the creation of brand identity help to reach higher sales rates in e-commerce. In addition to the efforts to reach consumers through social media channels, the continuation of campaigns that provide brand awareness and the protection of the brand reputation in a correct logistics process provides companies with a noticeable progress in creating a strong brand identity.
When social media is considered as a personalized advertising medium, it is a fact that it has a great potential in terms of e-commerce. On social media, the user also includes information about his own accounts and his / her preferences in the world, which he has somehow followed, made friends and likes. Firms reach potential consumers according to the behavior of the user in their social media accounts, the keywords they use and the sharing criteria. For this, social media analysis stands out as a data source fed by artificial intelligence equipment. Therefore, the effect of social media on e-commerce is undeniable. At this point, running a strong social media campaign adds value to brands.
It is possible to consider the importance of e-commerce logistics for the textile industry from several angles. First of all, the correct procurement of the product purchased by the end user, the storage time in the intermediate warehouses, the storage with the right method and the fast delivery are among the important criteria. With the digital monitoring, analysis and reporting of all these stages, e-commerce logistics is experienced in the most efficient way. Therefore, the professional execution of each of these stages adds value to brands and helps them to grow.
In the textile industry, e-commerce and logistics are two important parts that are not separated from each other. It is important to feed each other in order for both to work at full capacity and efficiently.
With its national and international logistics expertise of more than 30 years, Sertrans Logistics offers end-to-end services in the fields of warehousing, customs clearance, distribution and e-logistics, and offers solutions for your company operating in the textile sector and e-commerce field.