Liverpool Football Club is looking back to the future with a new take on a vintage design incorporating the latest sports-wear technology for the 2010/12 home kit and have chosen MetaPack to bring their despatch into the same league. They went live with MetaPack two weeks before the pre-order launch of their new kit, this being a strategic decision to streamline their operation in anticipation of the surge of orders.

As Chris Jennions, Internet Sales Manager at Liverpool FC explains, “The introduction of MetaPack into our fulfilment process has helped us to significantly increase the volume of orders we can despatch on a daily basis. The manual despatch process we previously employed had always limited our productivity during key trading. During our recent home kit launch MetaPack enabled us to despatch a record volume of orders with relative ease.”

The kit has been available for pre-order online weeks before its launch date on 6th May, with the promise to fans that they will receive it on that date. Jennions explains how they are using MetaPack to manage this, “during a kit launch the online business is pre-order driven and we have been taking pre-orders for the past 6 weeks. If you pre-order the kit it is guaranteed to land on the 6th may (all countries), therefore 97% of our orders have already been processed through MetaPack and are now being phased into the DHL network dependant on transit time.” In this way MetaPack automatically allocates each consignment to the most efficient DHL service so that each customer receives their order by the 6th May without paying a premium or flooding the system.

The allocation of consignments within MetaPack goes further, making use of enhanced expression functionality, routing parcels with smaller monetary value with Royal Mail and all others with DHL. In that way making the most out of the services each carrier offers.

Jennions has also noticed a 50% reduction in where is my order customer service calls since the introduction of the delivery management system; “MetaPack reduced the volume of inbound calls to our customer service team almost overnight thanks to the automated tracking e-mail it sends to our customers. This functionality will help us cut costs in the long term and improve the service we offer our customers.”

But that’s not all for the football club, as their optimism for the new season builds, Jennions also sees great things for their online concern, “going forward MetaPack will enable us to broaden our horizons with regards to delivery options we offer our customers, something we could have never had contemplated prior to MetaPack integration.“

Published on: 9:41AM on 14th June 2010