The Rise of Hyperlocal Fulfillment Centers
Summary
TLDR在这段视频中,Balmiki Bhattacharya,作为Nelson Worldwide的副总裁和工业实践领域的市场部门领导者,讨论了超本地履行中心的概念。超本地履行中心的目标是将产品尽可能地靠近客户,以实现快速配送。这些中心与微履行中心相似,但具体定义取决于零售商的需求和策略。超本地履行中心通常在一到两小时内或最多一天内将产品送达客户,而更大的区域性配送中心则可能覆盖更广的地区。随着电子商务公司采用不同层级的配送中心,这些中心的大小从不到10万平方英尺到超过百万平方英尺不等。一些零售商已经将部分零售空间转换为本地履行用途,但这带来了挑战,包括如何有效管理交通流量和保持客户体验。此外,技术在超本地履行中心的运作中扮演着关键角色,包括基于商品大小的机器人技术和自动化系统。Bhattacharya还强调了了解客户需求、购物行为和地区特性对于设置超本地履行中心的重要性,并提出了将零售店与配送中心结合的挑战,以及如何平衡效率和客户体验。
Takeaways
- 📦 **超本地配送中心定义**:根据零售商的不同,超本地配送中心的目标是尽可能地将产品靠近顾客。
- 🔍 **与微配送中心的区别**:微配送中心可以是超本地的,具体取决于公司的产品量和配送时间。
- ⏱️ **超本地的“超”**:超本地配送中心通常能在1到2小时内或最多一天内将产品送达顾客。
- 🏢 **配送中心的规模**:配送中心的大小与它们距离顾客的远近成反比,越近的中心规模越小。
- 🚚 **配送中心的层级**:大型电商公司会有不同层级的配送中心,从超本地到区域性甚至州级的大中心。
- 🛒 **零售店内的配送中心**:一些零售商将零售店的一部分转换为本地配送中心以应对实体零售需求的减少。
- 🛍️ **库存管理**:超本地配送中心通常有独立的库存,与消费者在店内选购的商品分开。
- 👥 **员工分工**:配送中心和零售店通常需要不同的员工团队,因为他们的职能完全不同。
- 🤖 **技术需求**:根据商品的大小,配送中心可能需要不同类型的机器人技术和自动化系统。
- 📈 **选址考虑**:零售商需要考虑顾客的购物行为、配送中心的服务范围以及所需的员工配置。
- 🛠️ **长期策略**:将零售店与配送中心结合的做法虽然吸引人,但长期可能会影响顾客体验,需要谨慎考虑。
Q & A
什么是超本地配送中心?
-超本地配送中心是一种物流设施,其目标是将产品尽可能地靠近客户,以便在最短的时间内(如几小时内或最多一天内)将产品送达客户手中。
超本地配送中心和微配送中心有什么区别?
-微配送中心可以是超本地的,但具体取决于公司的规模和他们需要在特定时间内(如一周、一天或一个月)将产品送达客户的能力。
超本地配送中心的服务速度有多快?
-超本地配送中心的服务速度通常在一到两小时内,最多一天,以尽快将产品送达客户。
超本地配送中心的规模通常有多大?
-超本地配送中心的规模通常较小,可能小于100,000平方英尺,而更大型的区域配送中心可能超过百万平方英尺。
超本地配送中心是否可以设在零售店内?
-是的,一些大型零售商已经将部分零售店空间转换为本地配送中心。但这种设置取决于零售商的具体策略和商店的地理位置。
在零售店内设置超本地配送中心有哪些挑战?
-挑战包括确保配送中心的交通进出不会影响零售店的运营,以及管理两种完全不同的业务活动——零售体验和基于效率的配送。
超本地配送中心是否需要两套不同的员工?
-通常情况下,零售店和配送中心的运营是分开的,可能需要两套不同的员工,他们分别接受不同的培训,以完成各自的任务。
超本地配送中心需要哪些技术?
-根据商品的大小,可能需要不同的机器人技术,包括地面安装的机器人系统、墙面或天花板安装的系统等,以实现有效的商品搬运。
零售商在决定设置超本地配送中心时应考虑哪些因素?
-零售商需要了解其客户群体的购物行为,包括他们所在的地理区域、购物习惯,以及所需的配送中心规模、服务方式和人员配置。
将零售店和配送中心结合在一起的模式有哪些潜在问题?
-这种模式可能会影响顾客体验,因为零售购物是以体验为导向的,而配送中心则完全基于效率,两者需要很好地分开以避免冲突。
为什么一些零售商选择在城市中心设置超本地配送中心?
-在城市中心找到大型工业空间可能很困难,因此一些零售商选择将配送中心设置在零售店内,但这种方式可能只是权宜之计,长期来看可能会影响客户体验。
零售商和房地产所有者在设置超本地配送中心时有哪些常见的错误?
-他们可能会急于填补空置的房地产,有时可能会以一种稍显仓促的方式进行,之后从经验中学习并进行调整。
Outlines
📦 什么是超本地履行中心?
本段落讨论了超本地履行中心(Hyper Local Fulfillment Center)的概念,其目的是将产品尽可能地靠近客户。Balmiki Bhattacharya解释说,不同零售商对超本地履行中心的定义可能不同,但核心目标是快速将产品送达客户。他还区分了微履行中心(Micro Fulfillment Center)和超本地履行中心,指出微履行中心可以是超本地的,具体取决于公司的规模和产品送达客户的时间。Bhattacharya提到,大型电子商务公司会有不同层级的配送中心,超本地中心通常能在一到两小时内或最多一天内将产品送达客户。他还讨论了配送中心的大小,以及它们如何根据距离客户的远近来变化,从小型的不到10万平方英尺到大型的超过百万平方英尺。
🛒 超本地履行中心的挑战与策略
在第二段中,讨论了超本地履行中心的挑战和考虑因素。Bhattacharya指出,随着实体零售需求的减少,一些大型零售商开始将零售店的一部分转换为本地履行中心。这取决于零售商的策略、客户的需求以及配送中心的可达性。他还提到,尽管将零售店与配送中心结合在一起的想法很有吸引力,但实现起来非常具有挑战性,因为零售客户追求的是体验,而配送中心则侧重于效率。此外,Bhattacharya还讨论了所需的技术,包括基于商品大小的机器人技术,以及如何根据客户购物行为来设置配送中心。
🏢 超本地履行中心的未来与影响
最后一段中,Bhattacharya和主持人讨论了超本地履行中心的未来和它们可能带来的影响。他们指出,尽管许多零售商和房地产所有者急于填补空置的房地产,但这种匆忙的行动可能会导致一些问题。Bhattacharya强调,了解客户需求、购物行为和区域特性对于决定超本地履行中心的位置和配置至关重要。他还提醒说,长期来看,将零售体验与基于效率的配送中心结合可能会影响客户体验,因此需要谨慎考虑。
Mindmap
Keywords
💡超本地配送中心
💡微配送中心
💡配送策略
💡零售空间
💡库存管理
💡顾客体验
💡技术应用
💡空间需求
💡员工培训
💡零售与配送的分离
💡选址考虑
Highlights
超本地配送中心的目标是尽可能地将产品靠近顾客
微配送中心可以是超本地的,但具体定义取决于零售商
超本地配送中心通常能在1至2小时内或最多一天内将产品送达顾客
配送中心的大小与它们离顾客的距离成反比,越近的中心面积越小
超本地配送中心可能小于100,000平方英尺,而区域配送中心可能超过百万平方英尺
超本地配送中心不一定非得位于零售商店内,但有些零售商已经将部分零售空间转换为配送中心
配送中心的选址和策略取决于零售商的需求和顾客的购物行为
在零售店内设置配送中心时,通常有专门的库存区域,而不是直接从消费者货架上取货
配送中心和零售店通常需要两套不同的员工,分别负责不同的职能
配送中心所需的技术取决于商品的大小,包括地面安装、墙面安装或天花板安装的机器人系统
零售商在决定超本地配送中心的位置时需要考虑顾客的购物行为和配送中心的规模、服务和人员需求
将零售店和配送中心结合在一起虽然有吸引力,但实现起来非常具有挑战性
零售商和房地产所有者急于填补空置的房地产,这可能导致一些仓促的决策
从经验中学习,适应挑战是零售商和房地产所有者在设置超本地配送中心时的常见做法
超本地配送中心的建立对零售空间的需求减少,促使零售商采取新的方法
长期来看,零售空间与配送中心的结合可能会影响顾客体验,甚至可能赶走零售顾客
零售商需要谨慎考虑,确保配送中心和零售店的顾客体验完全分开
Transcripts
[Music]
the rise of hyper local fulfillment
centers my guest today is balmiki
bhattacharya he is vice president and
market sector leader of the industrial
practice at nelson worldwide hello
balmiki
hi robert
thanks very much for joining me i
appreciate it
what is it
here yeah
what is a hyper local fulfillment center
well i think the definition would differ
based on
the retailer company you asked but the
goal is to basically get the product as
close to the customer as possible
okay is it the same as a micro
fulfillment center or do you make a
distinction between those two terms um i
i would say a micro can be hyper local
no
um i think it all depends on a
particular company and a retailer and
how much product they have to get to
their customer
in a given amount of time let's say
within a week or a day or a month no
okay um
could you help me to understand just
what hyper local how hyper is is the
locality in terms of like how quickly do
you want to be able to serve a customer
with one of these centers is hours is it
a day is it what is it exactly
sure so most large e-commerce companies
will have different tiers of
distribution center you know um
and you can kind of think of it in in
terms of trade areas so let's say a
hyper local would be something that can
get the product to the customer let's
say within one to two hours or at the
most a day
now multiple hyper local
uh centers may be served by a more kind
of like a regional metro center and then
at a broader level
level it could be you know like at a
state level or like a regional level
um so
um the closer the center is to the
customer they tend to be smaller in
square footage and as you get far
farther away
those tend to get like really large so
the smallest
the smallest distribution center could
be anywhere
under 100 000 square feet and the larger
regional distribution centers could be
up to like million square feet plus oh
well if it's a million square feet plus
would you still is it still possible
that it could be called a hyper local
center uh provided that's close enough
to the customer or does that get too far
away to fall under that category i well
i i would say it's the latter
you know uh it it it doesn't fall in the
hyperlocal category but they all kind of
feed each other now
okay
so where are these located i mean in
some cases i'm sure in the larger
facilities that we're referring to they
would be dedicated entirely to the
process of fulfillment but we're also
hearing that hyperlocal or micro
fulfillment centers are actually
showing up within the footprint of
retail stores to what extent is that the
case and what are the challenges and the
considerations involved in locating them
there
yeah so again you know the the goal is
to get it as close to the customer as
possible i think it the the fulfillment
center location and strategy and square
footage really depends on the retailer
of the company
in some cases we have seen over the last
few years as the
as the demand for
regular retail real estate has
diminished many large
retailers have converted a portion of
their retail store
for local fulfillment you know some of
some of the larger department store
chains are doing this now you know
but some of it also depends on
um
ease of access traffic getting in and
out you know because sometimes a
conventional department store
location may not be ideal to serve as a
fulfillment center just given the amount
of traffic a fulfillment center
generates no yeah and essentially in
such cases you have two different
completely different activities going on
within the same store
are we talking about a center that's
within a retail store picking directly
from the same shelves that consumers
would be picking from or do you have a
dedicated separate inventory behind a
wall so to speak
from which they're actually getting the
product
i would say it's the latter again
and
most of the
uh
well-oiled omni-channel retailers know
their customer very well and if somebody
buys product a chances are that their
next purchase is going to be product b
or c and those products are usually all
uh are already closed to the customer so
it may be in in in a hyper local
distribution center or it may be let's
say like a day away in a regional
distribution center
um
so
yeah you know i think the um
uh the the the customer shops
differently like the actual retail
customer walking into the store shops
differently and the fulfillment piece is
done differently you know so a
customer's not fighting for you know
fighting with a store associate over a
item on a shelf one
as to who gets it or anything like that
it's now okay well that that that makes
sense what is required though does that
mean you have to have two sets of staff
two two different sets of associates
trained to do two different things or
can you draw from the same pool of
associates within a store some of them
doing one thing some of them doing the
other
typically it tends to be
it tends to be separate so think of like
a starbucks drive-through store uh the
larger starbucks drive-through stores
where they have a full engine facing the
customer that walks into the store and
then there's a separate engine that kind
of serves the
uh serves the drive through you know
um so they're served differently
sometimes the staff you know like a
staff may work one day on this side and
one day on the other side
but they're entirely different functions
okay what's into required in terms of
technology i know that there are
hardware and software applications that
are required to make something work on
site and of course that can be the
consideration that you don't want to get
it get in the way of existing operations
when it isn't a retail footprint so what
type of technology is required
so it really comes down to the size of
goods
um
and
uh there are different kind of like
robotic tech technologies available
based on the average size of goods that
have to be moved you know uh some of
them are uh floor mounted robotic
systems uh some of them are floor slash
wall mounted meaning these robots can
actually go up the rack and pick things
and uh sometimes these are ceiling
mounted system uh which is more of like
a picking system and and and they're
like you know it's like a cubicle uh
it's like a cube system which uh which
is picked from top
um so it it really comes down to size of
goods that needs to be moved
i see
so give us some tips on what retailers
should take into account the
considerations they need to be thinking
about when deciding where to put a hyper
local fulfillment center what it should
contain who should be in it
just just what what are some of the
criteria they need to be thinking about
well i think it it really comes down to
knowing your customer in a certain
region
and and you can think of like a five
mile
uh radius or a ten mile radius
that this particular distribution center
will serve
what are the shopping
shopping behaviors of those customers
and
um that that dictates how the
distribution center is set up both in
terms of
square footage
uh how it is serviced
and
and also staffing needs you know uh
the
the um
the idea of
combining a retail store with the
distribution center is appealing but
it's very challenging to make it work
because
a retail customer is essentially
experience driven
and uh when you
uh try to combine it experiential
uh shopping with a with a shopping that
is purely based on efficiency which is
what uh what the distribution center
model is
it's it's very hard to make that
work and
uh co-exist in a
in a fashion that works well for both
both customers now and yeah some really
retailers are doing it so i guess just
out of necessity it's hard to find
large industrial space within urban
centers i would think so maybe this is
their only only option
uh well you know that's that's uh
that's one way of looking at it i would
say that
as demand for retail spaces have reduced
many retailers have rushed to adopt this
approach
but long term this could have an impact
on the customer experience and this
could drive away retail customers you
know um
so i think one has to be mindful and and
the separation of traffic and the
experiences uh to be completely separate
are are are very important you know
interesting so they're learning
uh from experience thinking that maybe
this sort of thing can work and then
find out maybe that there are challenges
that they didn't anticipate
yes yes and you know i i think many many
retailers and
and real estate owners are in a rush to
fill the real estate that is lying
vacant so sometimes
uh certain
um things may be
done in a slightly haphazard
manner and you kind of learn from that
and then you adapt you know
well valmiki about acharya of nelson
worldwide thank you so much for
explaining to us just what is a hyper
local fulfillment center what form they
might take what are some of the
benefits and indeed the challenges that
come with building them so thank you
very much for being with me i really
appreciate it
thank you robert thanks for having me
you
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