Nailing Fulfillment with Harry Drajpuch

In episode 136 of the Customers Who Click podcast I am talking about fulfillment with CEO of Amware, Harry Drajpuch. With a background in warehousing and logistics before occupying C-level roles, and over 20 years of experience, Harry is probably one of the most knowledgeable people to speak to on the subject of fulfillment. We will be covering the opportunities that fulfillment offers to strengthen one’s brand identity, common mistakes made when it comes to this part of the business, and some top tips on how to set yourself apart. Harry will also share some practical tips on choosing a fulfillment partner, managing couriers, and how best to communicate with warehousing & logistics. Harry is currently CEO of Amware, you can find him on Linkedin.

Key highlights:

0:51 - Harry’s introduction

3:00 - How Harry keeps customers clicking

3:48 - Why marketers only focus on events up until conversion

07:34 - Seeing fulfillment as an opportunity to promote your brand identity

09:08 - Why spend money on packaging that gets thrown away?

10:31 - Catfishing in marketing

13:19: - The three tiers of packaging quality

14:50 - Matching your packaging to your brand

16:02 - Competing on fulfillment experience rather than price

17:09 - Reducing total reliance on couriers by having multiple warehouses

22:17 - Selling low-margin items on Amazon to drive volume and brand awareness

24:20 - What to look for in a fulfillment partner

26:50 - How promotions impact fulfillment partners

32:46 - Communication & customer service

36:30 - How to lose customers through poor fulfillment

38:59 - Tips on avoiding mistakes

43:06 - Harry’s ideal lunch guest

44:58 - Harry’s recommended marketing tools

If you’d like to hear more from Harry you can find him on Linkedin.