Supply Chain World - Volume 7, Issue 3 - 92

manufacturing amerock
www.amerock.com / HQ: Huntersville, N.C. / Employees: 50 / Specialty: Cabinet hardware / Jodi Thompson, director of supply chain operations: "The change and growth
in [e-commerce] is driving the bus."

E-commerce Improved
Cabinet hardware manufacturer Amerock adjusts its supply chain
to succeed with e-commerce. By Mark Lawton
An increase in e-commerce has led to a shift in
how Amerock does business.
Amerock manufactures
hardware for both kitchen
and bathroom cabinets
JODI
and bath accessories.
THOMPSON
director of supply
Some products are decochain operations
rative while other products, such as hinges and catches,
are functional.
The company was founded
in 1929 and purchased by Newell Rubbermaid in the late 20th
century. Amerock is now privately
owned and is based in Huntersville, N.C.
"Our growth in e-commerce
has been really significant," says
Jodi Thompson, director of supply
chain operations. "It has dramatically shifted the way we think
about supply chain and how we do
business in general."
Previously, the company's
non-digital clients were accustomed to longer lead times. Those
customers are in the categories of
co-op/retail, residential remodelers and the wholesale trade,
including distributors that sell to
cabinetmakers and builders.
"Our channels used to be heavily
driven by distribution," Thompson says. "They were ordering pallet freight that was shipping less
than truckload. It wasn't perceived
as critical to have real-time data
about where the product was in
the supply chain."
92

Supply Chain World VOLUME 7, ISSUE 3

Then came what might be
called the Amazon effect. Suddenly, the growing number of digital
customers wanted their deliveries
much quicker.
"The change and growth in that
channel is driving the bus," Thompson says. "It has had a halo effect on
other channels, which are starting
to operate in the same manner. B2B
expectations are starting to mirror
B2C expectations."
Small business owners, for example, want the same benefits in ordering from Amerock as they would
get from ordering online elsewhere.
In other words, "all these things
that direct-to-consumer companies do very well," Thompson says.
"Product availability, accurate

Amerock's strengths include
being extremely well known
among tradespeople, along with
being known for its finishes and
high-quality products.

shipping dates, e-mail with tracking
numbers, updates on when the order will be delivered - at every point
in the process, they want to know
where the product is."
To handle those expectations,
Amerock consolidated its operations into a new distribution
center, and worked with UPS Supply Chain Solutions. "We did that
to create a scalable solution that
will support high-volume, small
parcel," Thompson says.
The need was urgent. During the
eight-month period between getting initial quotes from third-party
logistics companies and going with
UPS, small parcel volume grew
by 52 percent. "The shift to parcel
accelerated more rapidly than



Supply Chain World - Volume 7, Issue 3

Table of Contents for the Digital Edition of Supply Chain World - Volume 7, Issue 3

Contents
Supply Chain World - Volume 7, Issue 3 - Cover1
Supply Chain World - Volume 7, Issue 3 - Cover2
Supply Chain World - Volume 7, Issue 3 - 1
Supply Chain World - Volume 7, Issue 3 - Contents
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Supply Chain World - Volume 7, Issue 3 - Cover3
Supply Chain World - Volume 7, Issue 3 - Cover4
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