Supply Chain Stories: Learnings from LINK2022

DHL Supply Chain celebrated 15 years as title sponsor of LINK2022, the RILA Retail Supply Chain Conference, with a strong presence including conference opening remarks from Chris Blickhan, Vice President of eCommerce at DHL Supply Chain, a panel discussion featuring guests from Ulta Beauty, 7-11, REI and McKinsey & Company, and a conversation with main stage speaker, Forbes contributor, and retail influencer Steve Dennis. DHL Supply Chain’s presence was also prominent through its customer event featuring the NFL’s all-time rushing leader, NFL Hall of Famer, and winner of Dancing with the Stars, Emmitt Smith. LINK2022 emphasized just how much the retail landscape has changed over the past few years and illustrated the need to keep everything from our supply chains to our thinking harmonized to meet ever-changing consumer expectations.?

Changing Consumer Behaviors

Consumer buying habits changed in 2020 during the height of COVID-19 lockdowns. A sharp increase in new online shoppers meant stores needed to pivot quickly to support the novel demand of contactless pickup while maintaining customer delivery expectations. Panelists participating in DHL Supply Chain’s moderated panel discussion, “Next Week, Next Day, Next Hour: Meeting Ever-Increasing Customer Demands,” reiterated the need for retailers to continue to “meet customers where they want.”?

As more consumers start to adopt a multi-channel approach to shopping, retailers must listen to customer feedback and analyze consumer behaviors. In times of uncertainty, taking risks and implementing unorthodox approaches may lead to innovative solutions that ensure consumers receive the quality of service they expect. A LINK2022 discussion featuring prominent retailer H&M emphasized the need to create agile supply chains to keep up with shifting customer expectations.???

Rethinking the Omni-Channel Supply Chain?

Omni-channel supply chains must provide customers with a seamless shopping experience regardless of the channel. Steve Dennis mentioned that “the term omnichannel needs to be buried because if you haven’t figured it out yet, you're way behind.” To deliver on today’s customer expectations, Dennis recommends seeing customers themselves as channels. Consumers are now browsing online while making purchases in stores and vice versa, causing the traditional metrics on how profitable retail stores and dot com websites to become misleading. Dennis recommends developing metrics focused on the individual consumers instead of the sales channel. This allows for harmonization between multiple channels and will give you an optimized view of how your business is performing.?

The analysis of key profitability metrics should be an essential part of strategic decision-making. By analyzing data and making appropriate adjustments, you can ensure that your supply chain focuses on the right priorities and solutions, ultimately leading to the best business outcomes. Addressing the right channels within the supply chain leads to an efficient and harmonious operation.?

Finding Strengths to Fuel Passion??

Several LINK2022 speakers, including DHL Supply Chain’s special guest Emmitt Smith, comedian David Rendall and first female NFL official, Sarah Thomas, addressed synchronizing thoughts and actions at an individual level to become more successful in both work and life.?

In the opening general session, David Rendall discussed how small shifts in perspective can create a positive mindset of always looking for the best in any given situation. To reshape perspective, Rendall posed the question, “What strength can you identify from one of your weaknesses?” By looking at the positive qualities of a traditionally negative trait or action, you can begin to see the opportunity or strength hidden within. Shifting perspectives professionally could also reveal previously undiscovered supply chain opportunities.?

Finally, your strengths can fuel your passions. Sarah Thomas’s luncheon session focused on tapping into passion in all aspects of life. Like fostering a successful supply chain, harmonizing individual priorities, actions, and intentions can lead to a balanced life, effective working practices and more.?

Key Learnings from LINK2022??

The theme of LINK2022 was harmony. The last few years have been tumultuous at best, and the remedy for uncertainty is a harmonious supply chain solution. Achieving harmony in the supply chain requires the synchronization of individual thoughts and actions that will ultimately influence the outcome of any optimization.?Listen to our recorded panel session here.