Rholab and Unilever joined forces to tackle eCommerce distribution challenges, proving that strong partnerships can drive real change. This collaboration transformed the supply chain operations and set new industry standards.
In this pursuit, they partnered with a company that understood the brand, its challenges, and the space the brand was playing into: Unilever, a leader in the world of consumer goods, and Rholab, an expert in eCommerce and digital transformation and distribution. This case study will delve into their partnership: that drove into operational efficiencies, and tactical alignment toward the shared objectives.
UNILEVER PARTNERS WITH RHOLAB: A NEW CHAPTER IN EXCELLENCE
In November 2023, supplier delays caused thousands of items to be unfulfilled, forcing them to pull various products off their digital shelves.
Nonetheless, in February 2024, to get rid of those challenges, Unilever onboarded Rholab to use Rholab’s efficient network to clear the backlog and fast-track their product deliveries. Performance reached 200% of the assigned target, effectively doubling the expected outcome.
When Rholab started the business with Unilever; with every backlog managed, Rholab had actual coverage. After setting a major target in February, Rholab started with their eCommerce distribution management for Unilever and became the largest distributor for them, managing 65% of the business.
STRETCHING MILESTONES TO ACCOMPLISH IN RECORD TIME
- The Challenge: A high-valued goal was set as the benchmark for success.
- Success Reality: The partnership outperformed, reaching over twice the anticipated outcome in two weeks.
- E-tailer network Growth: A strong network of e-tailers partnership was rapidly established. When optimizing product distribution for each partner, we are fully committed.
BRANDS MANAGED BY RHOLAB
- Clear
- Comfort
- Domex
- Dove
- Energile
- Glaxose
- Glow & Handsome
- Glow & Lovely
- Hellmanns
- Knorr
- Lifebuoy
- Lux
- Ponds
- Rafhan
- Rin
- Sunlight
- Sunsilk
- Surf Excel
- Tresemme
- Vim
KEY SERVICE AREAS COVERED
- Islamabad
- Karachi
RHOLAB
Rholab is one of Pakistan’s pioneering eCommerce fulfillment companies offering end-to-end eCommerce solutions, including:
Rholab has been astute in identifying the distribution challenges and somehow keeping itself focused on solving these problematic areas through technology to scale businesses.
UNILEVER
Unilever is one of the most diversified consumer goods companies in the world, cutting across a wide range of categories, including:
- Personal Care (Sunsilk, Dove)
- Home Care (Surf Excel, Comfort)
- Food & Beverages (Knorr)
Unilever is one of the largest companies in the sample, operating in 190+ countries. It is regarded for its sustainability efforts, unique business models, and solid supply chain strength.
CHALLENGES FACED
ORDERS BACKLOG
This backlog of products is due to a discontinuation of the operations, which, in turn, has created this backlog of products. Clearing this backlog was a huge challenge, putting Unilever under strain from a tsunami of unfulfilled products to their e-Tailers.
STOCK REORGANIZATION ISSUES
The other big problem with manufacturing and distribution was stock separation. They could not even afford to bring products in from the bank, the stock was mixed. The changes were compounded by regular updates to product codes or working IDs during handover games.
CUSTOMER DEMAND FULFILLMENT
An additional doozy was satisfying orders for e-Tailers and fulfilling them on time. It was not just about having sufficient customer service to address the backlog problem.
RHOLAB’S SOLUTION
Unilever turned to Rholab to address the challenges. This was a fundamental shift from conventional distribution to a dynamic eCommerce distribution model. We have been trawling through the backlog of products. Although SKU codes are changed each day, we are managing on that front to minimize the time lapse so distribution does not suffer.
As these products reach Rholab, they are sorted and segregated with the utmost care. Rholab added even more e-Tailers. In 2024, we increased the target to more than expected.
IMPLEMENTATION PROCESS
UNIFIED ECOMMERCE FULFILLMENT SOLUTIONS
Unilever utilized Rholab for a complete range of warehousing and fulfillment services, linking stock management to distribution through our state of the art SaaS solution Distrho which was effective for the use of Order Management Systems (OMS) and Warehouse Management Systems (WMS),
SUSTAINABILITY FOCUS
In line with Unilever’s advice on sustainable solutions for logistics, Rholab promoted sustainable logistics. Amongst these were routing optimization to reduce carbon footprints and the rollout of sustainable packaging, embodying Unilever’s priorities in minimizing waste and ensuring responsible sourcing.
RESULTS AND IMPACT
ORDER BACKLOG SETTLEMENT
Rholab played a pivotal role in resolving a complex order backlog in collaboration with the distribution partner. The issue was resolved efficiently, and operations returned to a smooth flow—relieving pressure and enabling stronger performance moving forward.
DISTRIBUTION EFFICIENCY BOOST
Installations and integration of all order management solutions, from Daylight Order Management Systems, through Warehouse Management Solutions to Transportation Management Systems, have generally given greater distribution efficiency whereby Unilever maintained its efficiencies. Better integration on the functional platform quickened the movement of the supply chain process together with the other logistical challenges in maintaining inventory and ensured timely delivery of goods to points of retail.
EXTENDED RETAILER NETWORK
Rholab strategically chose, early this year, to churn up its distributors into a bigger network from which Unilever would assume expansion into the market. This strategy extended Unilever to new micro markets, which support even larger amounts of customers.
TRANSFORMED SUPPLY CHAIN MANAGEMENT
Rholab’s specific sorting and segregation protocols handled further concerns regarding mix-ups and segregation with inventory at the various warehouses. That also allowed an efficient inventory control system that tracks product movements and, thus, avoids dispatching errors.
CUSTOMER SATISFACTION LEVEL
Rholab earned customer satisfaction through prompt and accurate deliveries, meeting the expectations of consumers is of utmost importance in regaining trust and loyalty among e-Tailers.
STRATEGIC GROWTH
This partnership positioned Rholab as the highest contributor of Unilever, taking 65% of the eCommerce distribution junk. This strategic marriage, at its very nature, tied Rholab into the lifetime of Unilever operations, reaffirming itself as still a very strategic partnership that put into perspective the true strengths of their collaboration towards mutual growth.
CONCLUSION
The partnership between Unilever and Rholab exemplifies mutual teamwork in addressing enormous problems. With the help of its vast business knowledge in fulfillment and technology, Rholab and Unilever together, focused on what needs fixing to bring more efficiency into distribution and operation.
While this partnership has also led to significant strides toward sustainability through smart sourcing and waste minimization, it demonstrates how innovation and collaboration can foster growth and operational improvement in a hyper-competitive environment. Cooperation between the two companies improved customer satisfaction and enabled Rholab to scale up to become Unilever’s eCommerce distributor.
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