Personalization: A Game Changer for Direct-to-Consumer E-commerce Brands
Katherine Wroth • October 3, 2024
Personalization: A Necessity in eCommerce
Did you know 65% of consumers now expect brands to understand and cater to their individual preferences and needs? Once considered a luxury, personalization has now become essential for brands looking to stand out in the competitive eCommerce space.
The Evolution of 3PL Personalization Services at Barrett
Our journey into specialized services began several years ago, driven by growing customer demands. Initially, we offered essential services like ticketing, tagging, repackaging and re-boxing. As our clients’ needs expanded, we adapted by incorporating advanced services like RFID tagging, reverse logistics and high-volume returns management.
Personalization: A Game Changer for Direct-to-Consumer Brands
Personalization has become a key differentiator, especially for direct-to-consumer brands. Barrett has invested in in-house services like embroidery, monogramming, and laser engraving to meet this growing demand. These capabilities enable our clients to add personal touches to their products, creating stronger connections with their customers.
We offer in-house personalization services to help brands enhance their value in a crowded marketplace. As more brands strive to stand out, this area of our business continues to grow and evolve.
The Strategic Role of Boutique Services
Offering boutique 3PL services goes beyond logistics — it enhances the customer experience. For growing brands, the ability to provide personalized products can significantly impact customer loyalty and retention. At Barrett, we ensure that our high-touch personalized services meet the needs of our clients while enabling them to offer their customers a unique and tailored experience.
By keeping these services in-house, we maintain strict control over quality, speed and flexibility, ensuring our clients can respond to customer demands efficiently and precisely.
Top 20 Personalization and Customization Services Brands Are Leveraging
- Embroidery – Adding custom stitched logos, names or designs to apparel and accessories.
- Monogramming – Custom initials or designs added to products like bags, towels or clothing.
- Laser Engraving – Personalizing products such as metal, leather or wood with precise engraved designs or text.
- Custom Printing – Personalized printing on products like t-shirts, mugs, posters and packaging.
- RFID Tagging – Embedding custom RFID tags in products for tracking and inventory management.
- 3D Printing – Creating custom one-of-a-kind items or parts based on customer specifications.
- Custom Packaging – Offering personalized packaging designs for gifts, products or shipments.
- Heat Press Vinyl – Applying custom vinyl designs or logos to apparel and accessories.
- Engraved Jewelry – Personalizing rings, necklaces, bracelets and other jewelry with names or messages.
- Custom Color Options – Allowing customers to choose specific color combinations for products.
- Custom Sizing/Measurements – Tailoring products to specific body measurements or fit preferences (especially in fashion).
- Personalized Labels – Adding custom labels or stickers to products, especially for limited editions or exclusive releases.
- Digital Customization – Allowing customers to design and configure digital products, such as personalized skins for gadgets or electronics.
- Custom Engraved Glassware – Personalizing glass items such as drinkware or decorative pieces with names or logos.
- Personalized Stationery – Custom-designed notepads, invitations or cards for personal or professional use.
- Photo Customization – Adding personal photos to products like books, canvases or keepsakes.
- Customizable Shoes – Offering custom patterns, colors or engravings on footwear.
- Name/Date Embossing – Adding embossed names, initials or dates to leather goods such as bags, wallets or notebooks.
- Custom Fragrance Creation – Allowing customers to mix and create personalized scents.
- Personalized Gift Wrapping – Offering custom wrapping paper or unique packaging for special occasions.
As more brands embrace personalization as a key growth strategy, we are well-equipped to provide the high-touch boutique services they need. Our commitment to expanding these offerings positions us as a critical partner for brands seeking to deliver exceptional personalized experiences to their customers.
Ready to elevate your brand's customer experience with personalized, high-touch 3PL services? Contact us today to discover how our in-house personalization services can help your brand stand out.
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FRANKLIN, Mass., June 19, 2025 /PRNewswire/ -- Barrett Distribution Centers has partnered with Two Boxes , a reverse logistics technology platform, to deliver an intelligent, more flexible returns solution for modern e-commerce brands. "Barrett's deep e-commerce roots and innovation-first mindset make them an ideal partner," said Jack Hutchinson , Head of Growth at Two Boxes. "Their eCommerce Accelerator highlights their commitment to supporting high-growth brands. We're excited to see where this partnership goes—this is just the beginning." Barrett Distribution Centers partners with Two Boxes to streamline eCommerce returns. As client expectations increase and return processes become more complex, Barrett identified the need for a more streamlined process to manage inspections, re-kitting and faster resale readiness. Two Boxes was selected for its modern user experience, seamless integration with platforms like Shopify, Loop Returns and intuitive design for warehouse operators. "Two Boxes' SOP-driven approach allows us to empower more team members with real-time, step-by-step direction," said Doug Varga , VP of Information Technology at Barrett. "It's accurate, scalable and easy to use. When we find purpose-built solutions like this, they help us deliver faster results for clients and keep our teams focused on growth." Barrett is designing future phases of this integration to support its long-term vision for fully optimized returns operations. Contact Barrett for a complimentary supply chain consultation to learn how tech-enabled logistics can simplify returns and support your growth. About Two Boxes Two Boxes is a reverse logistics technology company that empowers 3PLs and direct-to-consumer (D2C) brands to transform returns from a costly burden into a strategic advantage. Launched in 2022 and co-founded by CEO Kyle Bertin and CPO Evan Stalter, Two Boxes builds intelligent inspection workflows, digitized SOPs and real-time analytics to make return processing faster, more accurate and highly visible. About Barrett Distribution Centers 锘� Since 1941, Barrett has provided customized third-party logistics (3PL), direct-to-consumer (DTC) eCommerce fulfillment, omnichannel distribution, managed transportation solutions and retail compliance for clients across all industries, with a focus on apparel & footwear, health & beauty, consumer packaged goods (CPG) and education. Barrett continues to be a leading 3rd party logistics provider in North America, known for superior execution, customer engagement and direct access to senior leadership decision makers. As a member of Inc's fastest growing companies list 15+ times, Barrett is big enough to do the job and still small enough to deeply care about your business. Official Release Here
Spoiler alert: Your customers don’t care how the package gets there. They just expect it to be fast, accurate and on-brand. That’s where the right 3PL comes in—handling everything from fulfillment and inventory management to returns and tech integration. So, what happens when you partner with a “forever 3PL”? Your operations run smoother, costs go down and growth gets easier across every sales channel. At Barrett Distribution Centers , we’ve supported high-performance brands for decades. Below, we break down the key features and differentiators to consider when evaluating fulfillment partners in 2025. A Smarter Approach to Omnichannel Fulfillment A successful omnichannel fulfillment strategy means your customers get a consistent experience—whether they’re shopping online, in-store or picking up curbside. For your operations team, it should mean: Faster shipping speeds Real-time inventory visibility Brand consistency across channels Top 3PLs don’t just preach omnichannel, they deliver it through strategically placed fulfillment centers , intelligent routing and scalable tech infrastructure. At Barrett, we operate a national network of fulfillment campuses that allow for multi-node shipping, optimizing delivery speed based on where your customers are. Some providers may promise omnichannel but only operate from a single location—leading to longer delivery times or inventory challenges. Brands that are growing fast or expanding into new channels often need more than just a one-warehouse solution. Customer Support and Returns: Not All 3PLs Are Created Equal While many 3PLs offer similar fulfillment services, customer support is often the differentiator. Personalized support can make or break your experience, especially during onboarding, peak season or troubleshooting unexpected issues. Support levels vary by provider: Tier 1 providers like Barrett offer dedicated account managers who know your business and provide hands-on support throughout onboarding and daily operations. Tier 2 options rely on shared support models like live chat or automated help desks. Tier 3 providers offer ticket-based systems with slower response times, often with minimal brand familiarity. When it comes to returns management, here’s how it breaks down: Tier 1: Advanced returns systems that sync with your inventory and automate refund triggers. Tier 2: Branded return portals with restocking or disposal features. Tier 3: Basic returns that return to a warehouse with limited tracking or communication. Not every business needs Tier 1 support, but if your fulfillment strategy depends on speed, customization or customer satisfaction, then this should be a non-negotiable. Tech Matters: OMS and WMS Capabilities The right 3PL gives you more than storage; they give you control. A strong order management system (OMS) and warehouse management system (WMS) ensures your team can monitor inventory, manage sales channels and fulfill orders quickly and accurately. A reliable tech stack includes: Sales channel integration that captures orders from your website, social media and retail locations An OMS that routes orders and manages updates A WMS that locates products, coordinates labor and tracks every step of the fulfillment process While most 3PLs provide an OMS, not all offer a full WMS. Barrett’s technology ecosystem includes both, giving you the visibility and precision to scale smarter. The Bottom Line Choosing the right 3PL isn’t just about cost but partnership. Your fulfillment provider should scale with you, solve for complexity and offer proactive service that keeps your operations running smoothly. At Barrett, we’ve been doing just that for over 80+ years. Let's talk if you’re outgrowing your current 3PL or want to explore what a “forever 3PL” partnership looks like. Contact us to connect with our supply chain experts for a complimentary consultation.
If you’re a high-growth brand evaluating 3PLs, there’s one thing you deserve: real answers from the people who run the floor. I caught up with Bill Johnson , Regional VP of Operations at Barrett Distribution Centers , to ask the questions every brand should consider — from automation and accuracy to culture, planning, and what really sets a great 3PL apart. Here’s what he had to say: 1. Innovation Every Brand Should Know “Our Locus Robotics system has been a game changer,” Bill shared. “We’ve seen faster pick times, quicker pack-outs, and improved labor metrics. We’re even piloting robotics for putaway now.” Why it matters: Automation isn’t just a buzzword. At Barrett, it’s delivering measurable impact, especially during peak. 2. How to Keep Ops Running Smoothly (Especially During Peak) “It all comes down to planning,” Bill said. “We work closely with our customers on forecasting, ramp up labor early, and create a schedule that matches capacity with demand.” Why it matters: Smooth operations lead to fewer delays and better customer experiences. Your 3PL should be ready before the volume hits. 3. The Top Trait to Look for in a 3PL “Accuracy, speed, and cost control. Brands need to ask: How will this 3PL deliver orders faster, reduce errors, and save me money?” Bonus advice: Always visit the facility before signing on. 4. What Clients Are Most Surprised to Learn “Our culture. Visitors are blown away by how invested our employees are. They know our clients’ brands and care deeply about the work.” Why it matters: Culture drives performance. It shows up in service, accuracy and communication. 5. Going Live in 30 Days? It’s Possible. “We had a client who needed to launch fast. From signed contract to first order out was 30 days — full integration, setup, the works. We made it happen.” Why it matters: Your 3PL should move at the speed of your business. 6. Operational Excellence, Defined “It’s doing things right the first time. From onboarding to pick/pack/ship — and then continuously improving to lower costs.” 7. Supply Chain Trends to Watch “There’s a lot of noise out there. Look for solutions tailored to your business, not just the flashiest tech. And ask for proven results.” 8. Balancing Speed and Quality “It’s not about rushing — it’s about setting the right pace. You need fast fulfillment and accuracy. One without the other won’t cut it.” 9. What Sets Barrett Apart? “Our people. They’re embedded in the business, care about the customers and drive our success.” Final Thought from Bill: “Data drives everything. From setup to automation — we make informed decisions based on real numbers, not guesses.” Are you ready for a partner who treats your brand like their own? Contact us to schedule a complimentary supply chain consultation with our experts today.
