Retention Edge E07: Fulfillment, Brexit & Brand Experience w/ John Heenan

In this episode of the Retention Edge podcast, we talked with John Heenan, CEO of The Distribution Solution.

We went deep on fulfillment, as we’d expect with an expert of more than 25 years in fulfillment and distribution.

Dive into the episode in full below, or head to YouTube or Spotify. If you liked it, give us a like, rating, review or comment — and don’t forget to subscribe to get the newest episodes as soon as they go live.

Here’s what Eric & John discussed on the pod:

John’s Journey & the Brexit “Loophole”

• From shipping his own Rich Dad tapes in ’99 to running a cross‑border 3PL that started with a fax machine.

• Northern Ireland’s protocol lets his warehouse serve both the UK and EU with zero customs friction; an unexpected Brexit windfall.

The Amazon Effect & Soaring Expectations

• One‑hour delivery standards raise the bar, but also strain couriers and create promises many brands can’t keep.

• John urges founders to set realistic SLAs that align with their audience and margin, not Amazon’s playbook.

Fulfillment Is Brand Experience

• Packaging, speed and stock levels shape loyalty as much as marketing; surprise “value‑adds” flop if shoppers don’t care.

• Example: branded gift boxes backfired when gift‑givers wanted discreet shipping. Ask customers before “adding value.”

DIY vs. 3PL — When to Switch

• Bootstrappers can pack orders in a spare bedroom, but growth pains (stock‑outs, cash‑flow shocks) escalate fast.

• A good 3PL acts as risk‑mitigator and supply‑chain mentor, not just boxes‑out‑the‑door labor.

Picking the Right Partner (Red Flags & Must‑Ask Questions)

• Talk, don’t just price‑shop: insist on real client references and, if possible, on‑site visits.

• Match complexity: a provider handling 100 SKUs may crumble at 3,000.

• Measure current KPIs (pick accuracy, damage rate) so you know which levers a new 3PL must improve.

Growth Pitfalls & Pro Tips

• Horror tales: 20,000 unsold dog bowls, £60k stock “lost” by a warehouse, containers rerouted for months.

• John’s checklist: test demand small, insure shipments, keep speed‑cost‑quality in balance, and collect actionable data before scaling.

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