Reducing Fulfillment Issues for a Direct-to-Consumer Brand
Subject Area: Cross-Functional Operations
Industry: E-commerce / Retail
The Problem
A growing DTC brand was struggling with persistent fulfillment errors, inaccurate order routing, and an increasing volume of customer complaints tied to late or incomplete shipments.
Operational oversight was thin. Roles overlapped, handoffs were unclear, and the order-to-ship workflow had become a patchwork of manual steps that no one fully owned.
The team needed structure, accountability, and a scalable process before customer experience—and the brand—took a hit.
What We Did
Silverpeak conducted a full review of the order-to-ship lifecycle, tracing each step from order creation through packing, routing, and delivery.
Key improvements included:
Mapping the entire order flow to uncover bottlenecks, misrouted orders, and uncontrolled exceptions.
Redesigning fulfillment staging, batching, and picking logic to reduce errors and increase throughput.
Creating clear workflow ownership between sales, fulfillment, and support so every task had a defined owner.
Documenting updated SOPs, checklists, and handoffs to eliminate ambiguous or tribal-knowledge steps.
Building a clean routing structure that aligned carriers, packaging, and service levels to each order type.
Establishing communication protocols so exceptions and escalations were handled consistently and quickly.
The Result
With structured processes and clearer ownership, fulfillment performance improved rapidly:
Shipping accuracy increased by ~35–45%, reducing mis-shipments and packing errors.
Order processing time dropped by roughly 20%, thanks to cleaner staging and batching.
Customer complaints relating to fulfillment declined significantly, improving CSAT and brand trust.
Teams gained a predictable, repeatable process that supported growth instead of fighting it.
Silverpeak transformed a reactive, error-prone operation into a dependable fulfillment engine—giving the brand the reliability customers expect and the scalability the company needed.
