Sonos Juggling Demands of D2C From Coronavirus
Warehouse staffing, consumer expectations for delivery and the Trade Act Section 301 tariffs on Chinese goods are among challenges Sonos is juggling as the company ratchets up e-commerce amid the novel coronavirus, said John Hills, senior manager-logistics, America. Hills told…
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a webinar hosted by freight logistics company Flexport that during the pandemic, which slammed brick-and-mortar sales worldwide, Sonos is “not only dealing with the impact of COVID, we’re still navigating some of the waters with these 301 tariffs” imposed last year by the Trump administration on goods imported from China. Higher tariffs led Sonos to steer production of most U.S.-bound goods to Malaysia. Sonos CEO Patrick Spence highlighted a spike in direct-to-consumer sales (D2C) in April when consumers turned to e-commerce to buy goods they couldn’t get when stores temporarily closed. More people are required to move 1,500 units in a D2C model vs. a “handful” of pallets destined for one retailer, Hills said Wednesday. Forecasting D2C sales fluctuations can be unpredictable, said the executive: “It’s much more challenging to capture spikes in demand for D2C than it is for B2B.” An online article or blog can drive a surge, or a successful promotion can produce an unexpected order spike, he said. Sonos is also competing with big box retailers that have bigger warehouse staffing needs due to the pandemic-fueled jump in e-commerce business. FedEx also is getting more e-commerce consumer interest (see 2007010052).