New Age of Retail is Transforming Distribution Networks and Spurring New Jersey Industrial Market, According to JLL
Survey ofretailers, distributors and third-party logistics providers reveals e-commerce growth driving multi-channel strategies and new distribution solutions
HASBROUCK HEIGHTS, N.J., JUNE 4, 2012 — With 92 percent of retailers selling online, 68 percent maintaining brick-and-mortar stores, and 64 percent utilizing catalogs, retailers are embracing a multi-channel approach to meet buyer expectations and battle for market share, according to Jones Lang LaSalle’s latest report, Retail 3.0: the evolution of multi-channel retail distribution. In addition, nearly 80 percent of retailers state that online sales have increased in the past five years with some reporting increases of 25 percent or more. This has forced retailers to change the traditional distribution network for their e-commerce models.
The influx of e-commerce and m-commerce (mobile) has revolutionized the retail sector. Smart retailers are tapping multiple channels to sell their merchandise – from traditional stores, by catalog, through the internet and increasingly via smart phones and tablets. Technological advancement means that the store is now everywhere, in consumers’ pockets, at their homes and at the mall.
Throughout New Jersey, this trend is contributing to a recent acceleration in industrial market activity.
“With multi-channel selling comes a major focus on retail distribution, and how to get from ship to shore to store or your door as quickly and as efficiently as possible.” said David Knee, managing director for Jones Lang LaSalle’s industrial practice in New Jersey and member of Jones Lang LaSalle’s Retail/e-commerce Distribution Group. “Traditional retailers must support the delivery of merchandise and manage both in-store and online inventories and shipments at a frenetic pace against the backdrop of intense competition from pure e-commerce rivals.”
“Blending new shopping channels has forced retailers to simultaneously add complexity and flexibility into their supply chains while striving for greater efficiencies,” said Kris Bjorson, head of Jones Lang LaSalle’s Retail/e-commerce Distribution Group. “They have to reconsider their store footprints and total inventory levels.We’re seeing that in each sector one retailer is evolving e-commerce faster than others. They are adding to their e-commerce infrastructure while trying to optimize their store footprints.”
New Distribution Networks
Retail chains are finding it more cost-effective to increase online logistics operations rather than open more traditional stores, which requires an entirely different kind of distribution model. Therefore, retailers are evolving their regional distribution networks with the addition of e-commerce distribution centers.
Traditional warehouses that support stores require less investment and machinery and fewer staff. The new e-commerce distribution centers, which involves direct order fulfillment, can cost three times as much and involve three times as many employees.
“Considering proximity to key customers, tax incentives, sales tax and the availability of local labor are vital to retailers when searching for the right location for their e-commerce distribution centers,” added Knee. “That’s why we’re seeing an uptick in these types of users throughout the industrial market here in New Jersey. Our location, extensive highway system, favorable business climate and proximity to the ports make the state an ideal location.”
The global spread of technology into multi-channel retailing has also opened up new markets in both developed and developing countries. While online sales are growing in the United States and abroad, China and Hong Kong are leadingthe way.
“China’s consumers are fast embracing e- and m-commerce and are spending the most money online,” said Bjorson. “Yet as fast as the technology is expanding commerce, the logistics infrastructure for retailers is still emerging.”
The inability of domestic logistics service providers to fulfill high volumes of customer parcel shipping at low costs and within a reasonable delivery timeframe dramatically impacts the direct-to-customer channel. Retailers have had to establish their own distribution networks or rely on outsourced express shippers. There is an opportunistic gap in the market for third-party logistics companies and investment in industrial real estate infrastructure.
For the past two decades, U.S. companies have been shifting production to markets with lower labor costs. However, as energy costs rise and labor becomes more expensive in Asian markets, companies are increasing near-shoring and on-shoring. Firms that want to use all-water options but cannot tolerate the lengthy shipping times from Asia are shifting some operations to near-shoring destinations such as Mexico or Central and South America and even back to the United States. With production closer to home and demand, retailers can respond more quickly to trends and changes in buying patterns
About Jones Lang LaSalle
Jones Lang LaSalle (NYSE:JLL) is a financial and professional services firm specializing in real estate. The firm offers integrated services delivered by expert teams worldwide to clients seeking increased value by owning, occupying or investing in real estate. With 2011 global revenue of $3.6 billion, Jones Lang LaSalle serves clients in 70 countries from more than 1,000 locations worldwide, including 200 corporate offices. The firm is an industry leader in property and corporate facility management services, with a portfolio of approximately 2.1 billion square feet worldwide. LaSalle Investment Management, the company’s investment management business, is one of the world’s largest and most diverse in real estate with $47.7 billion of assets under management. For further information, please visit our website, www.joneslanglasalle.com.