{"id":13603,"date":"2022-01-10T11:02:27","date_gmt":"2022-01-10T19:02:27","guid":{"rendered":"https:\/\/michaeljbrumm.com\/dcl-v3\/?p=13603"},"modified":"2023-10-10T16:53:44","modified_gmt":"2023-10-10T23:53:44","slug":"what-is-a-routing-guide","status":"publish","type":"post","link":"https:\/\/michaeljbrumm.com\/dcl-v3\/blog\/fulfillment\/what-is-a-routing-guide\/","title":{"rendered":"What is a Routing Guide? Best Practices for Creating a Great Routing Guide Summary"},"content":{"rendered":"

If you are an ecommerce brand ready to grow into sales channels beyond direct-to-consumer, you likely have your sights on securing a few retail accounts. Getting your products into retail stores can be a huge step for a growing brand. It means your revenue will increase, but you\u2019ll be responsible for fulfilling a much higher order volume with very detailed specifications.\u00a0<\/span>\u00a0<\/span><\/p>\n

Retail fulfillment<\/span><\/a>\u00a0is intricate,\u00a0complex\u00a0and\u00a0very different\u00a0than DTC (direct-to-consumer) fulfillment. Sending products to retailers requires a higher level of quality control, timing, accuracy, and attention to detail.\u00a0<\/span>\u00a0<\/span><\/p>\n

Once you have successfully secured a retail account with a retail store, next comes a lot of back-and-forth communication about how to get your products to their physical locations. One of the key components of\u00a0<\/span>successful retail fulfillment<\/span><\/a>\u00a0is strict adherence to your retailer\u2019s routing guide.<\/span>\u00a0<\/span><\/p>\n

What is a Routing Guide?\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

As part of your contract with a retailer, they will provide you with a routing guide. This is the retailer\u2019s pre-determined set of rules and regulations that dictate how your products will get to their stores.\u00a0<\/span>\u00a0<\/span><\/p>\n

A routing guide will include everything that your retailer needs to receive your products easily and get them into their stores efficiently. Expect to be told everything from how to package and label your products, to the timing and process for loading and unloading them to the retailer\u2019s facility.\u00a0<\/span>\u00a0<\/span><\/p>\n

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What\u2019s in a Routing Guide?\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

The components of a routing guide will differ from retailer to retailer.\u00a0<\/span>\u00a0<\/span><\/p>\n

Working with Small and Independent Retailers<\/span><\/i>\u00a0<\/span>\u00a0<\/span><\/p>\n

Smaller retail\u00a0shops\u2014boutiques or independent stores, for example\u2014may not have a formal routing guide. Instead, they might send a list of details that you\u2019ll need to follow when you pack your products.<\/span>\u00a0<\/span><\/p>\n

Sometimes they won\u2019t have any specifications, so you\u2019ll need to determine the packing and shipping flow that works for you and your fulfillment provider. It’s important to be consistent. Even if the retailer doesn\u2019t specify what they need, sending products in the same way every time is still important.\u00a0<\/span>\u00a0<\/span><\/p>\n

Working with Large Retailers and Big Box Stores\u00a0<\/span><\/i>\u00a0<\/span><\/p>\n

Bigger stores have notoriously long routing guides. Just think about how many brands they carry, then multiply that by a few products each. No wonder they have strict rules, they process and manage thousands of products a day. Adhering to their guidelines will help your relationship with them run smoothly.\u00a0<\/span>\u00a0<\/span><\/p>\n

Examples of routing guide details include:\u00a0<\/span>\u00a0<\/span><\/p>\n