Over three hundred thousand Quooker faucets find their way from South Holland to customers in the Netherlands and far beyond every year, says Pieter Jonkman. 'We have organized our supply chain very centrally. All parts and semi-finished products are stored at Heijplaat in Rotterdam-Zuid. Production takes place in our factory in Ridderkerk, where our head office is also located. The products then go back to our distribution center in Rotterdam, from where they are shipped to customers at home and abroad. This centralized way of working means we hold little cash - stock is working capital - and we can make adjustments more easily. A conscious choice.
Jonkman is responsible for the distribution center at Heijplaat, for transport and for the logistics automation of Quookers new building in Ridderkerk. There, storage, manufacturing, distribution and headquarters must come together; in other words, even more central. Finally, Jonkman is responsible for optimizing Quooker's international service warehouses: 'We work with such a warehouse in every country in which we operate. That way we can offer good service locally and reinforce our brand promises.'
Quooker in sixteen countries
Quooker developed the world's first boiling water faucet in 1970. The family business now sells the faucets and accessories in sixteen countries. Jonkman: "The differences between them are great. We usually start in a new country with B2B, in cooperation with kitchen dealers and electronics stores, for example. The longer we are active in a country, the more b2c sales logically increase. This involves so-called consumables, such as CO2 bottles, water filters and softeners. Sometimes we sell a loose extension set online, other times a pallet full of taps.'
'Don't see carrier selection as a simple transaction, but as part of your brand promise.'
- Pieter Jonkman
Focus on recipients in b2b and b2c
Quooker has been working with DHL for more than a decade, says Bart van Duivenbode, business development manager at DHL eCommerce Benelux. 'We offer flexible delivery options, focused on the recipient. That can be a business or a private recipient, it varies from pallets to the smallest parts. The key question is always: where and when does someone want something delivered? And thus the question: how can we contribute to higher customer satisfaction? Furthermore, we think along with our customers about solutions, for example in the field of fine-meshed city distribution: our CityHubs are located close to recipients, so that we can often deliver the last kilometers by bicycle or with electric vehicles. This helps to comply with laws and regulations on emission-free zones in cities. But we also offer solutions to customers who process online orders in their stores and/or want orders picked up there. We work a lot with companies that process both b2b and b2c orders, such as Quooker.
International expansion
'For us it is important that we offer good service in both channels, business and consumer, including returns,' Jonkman tackles. 'Furthermore, we have ambitious international growth plans and then it's nice to be able to switch quickly across borders. We have built an API with DHL, which can be copied almost one-to-one to new markets. That saves valuable time for integrations. Van Duivenbode points out that the single-label carrier operates in 24 European countries. 'We have a standardized approach and we offer brands a proverbial control room from which they can drive all of those markets.'
Claim-free shipments
Customer satisfaction is paramount at Quooker, and the company takes complaints very seriously. Together with DHL, Quooker went into the logistics processes to implement certain adjustments. Jonkman: "DHL took a look at our distribution center. Conversely, we visited DHL's sorting center in Zaltbommel to increase the number of claim-free shipments. We eliminate issues together, which is extremely valuable in the cooperation. Via the My DHL Portal we are always in direct contact with customer service, for example to handle claims.'
'A parcel driver is the last point of contact with your customer, crucial for your brand experience.'
- Pieter Jonkman
Consistent brand image
Quooker values a consistent brand experience in the countries in which it operates, with promises consistently kept and a clear face to the customer. 'We can give track & trace messages sent by DHL our own branding,' Jonkman says. 'And thanks to their international scale, one explanation is basically sufficient for the various country sites, such as about sales support and customer care. Back office processes are easier and more uniform than if you were to work with all different local carriers.' On top of that, according to Van Duivenbode, DHL's IT back end is solid and the delivery experience consistent. 'We do look at local requirements, which we sometimes fill in with logistics partners. Think manned service points. We monitor everything for the customer.'
Data-driven improvement efforts
Quooker uses data and subsequent insights to continuously optimize the service for its customers. For example, by making better schedules. Jonkman and his colleagues benefit from real-time information about order numbers, the percentage of orders delivered on time and sustainability from the My DHL Portal, he says: 'That is also valuable for reports. For example, every year we receive a certificate about our CO2 emissions after independent verification. The figures can also be a reason to enter into discussions with Bart, for example about the use of biofuel for delivery.' Van Duivenbode on that: 'Together we do about fifty thousand shipments a month. We are always working on optimizations, every month we sit together. What do we see happening? What can be done better, smarter, differently? Of course, we also look closely at the effect of the changes we make. Jonkman again: 'DHL's delivery performance is around 99 percent, but there is always room for improvement behind the decimal point. We keep challenging each other.
Well-considered choices
At the Webwinkel Vakdagen, Jonkman will emphasize how important well-considered choices are for a brand like Quooker: 'We stand for quality and that includes sharp choices. For example, on our website we do not offer the possibility to order without an account; we find customer satisfaction more important than conversion. This is also how we look at the partners we work with. You often hear that online sellers select delivery parties based on price or speed. "Can be cheaper, can be faster," it then sounds.
Quooker does not participate in the so-called race to the bottom, concludes Jonkman: 'And it doesn't have to be. We look at it differently: a package driver is the last point of contact for a customer who has placed an order with us. Very important for your brand. At the Webwinkel Vakdagen we like to tell our story to online sellers who want to distinguish themselves on quality and reliability.'
At the Webwinkel Vakdagen, Pieter Jonkman (Quooker) and Bart van Duivenbode (DHL eCommerce) will speak about future-proof international success and customer satisfaction. Their presentation will take place on Wednesday, April 2, at 1 p.m. in lecture hall 3.
