THANE DIRECT
IN PARTNERSHIP WITH WHISTL FULFILMENT
Anthea Turner with LJ Vines, Samantha Dooley, Thane Direct & Rashpal Gill, Whistl Fulfilment
Tane Direct is a global leader in the multichannel marketing of consumer products with a unique business model which enables it to launch a product worldwide with incredible speed. Tane Direct scooped the Campaign, Partnership & Channel Mastery: Fulfilment, Delivery & Logistics* category award in partnership with Whistl Fulfilment.
* the other joint winner of this category was Mail Handling International (see P29)
Tane UK is one of the country’s favourite home shopping channels specialising in innovative home, fitness and beauty “As Seen On TV” products from across the globe. Its range can be found on its 24/7 TV shopping channel, at its website, or at QVC, Ideal World and Amazon, with some products also stocked by Argos, Currys, Robert Dyas and Lakeland.
Tane had experienced operational challenges during the pandemic and identified a need to expand into a larger warehouse to be able to grow its business, extend operating hours and improve delivery speed and reliability to customers. It was also seeking to develop more flexible services for its retail customers.
In January 2021 it moved its fulfilment to Whistl. Te move says Tane “was seamless. Te Whistl team were able to assist us with the move, systems were set up and integrations complete on time for successful launch, with no break in operational activity”. Te move brought its direct customers the immediate benefits that come from 7 days a week
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pick & pack operations along with the ability of extended cut-off times for next day deliveries.
Te partnership has allowed Tane to become more agile. It can now offer drop shipping to its retail customers, and it has become a preferred Amazon Prime seller because of this. It is also able to ship smaller orders to its retail clients having previously only been able to supply by the pallet. Tis has increased demand as well as significantly reduced returns from its retailer stockists.
Te impact of the relationship has seen Tane pivot from a 60 per cent wholesale, 40 per cent direct-to- consumer model to 65 per cent direct-to-consumer, 35 per cent wholesale. Tis has increased profit margin across the board and helped Tane to grow its database and create more targeted marketing campaigns.
Tane now has all the capacity it needs for its growing business along with a more efficient service for all of its customers. It is enjoying positive customer feedback as well as thorough reporting and a truly collaborative and supportive partnership.
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