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How are orders routed to specific retailers?

Order Routing is determined by an algorithm to ensure the correct retailer is chosen for fulfillment.

When an order is placed on a brands website, the system automatically chooses the "best" retailer option for fulfillment. When we say "best" we mean the best choice for this particular order by reviewing a set of metrics:

  • Destination: The algorithm confirms which retailer can ship to the destination state.
  • Distance: The algorithm looks at shipping address for the order to see which retailer is the closest to this address.
  • Inventory levels: The algorithm looks at which retailers have available inventory for the products within the order. 
  • Randomization: There is a small randomization factor included for compliance reasons and so that all retailers get orders routed to them. This factor is weighted at a much smaller percentage than the other so as not to cause issues with distance or inventory levels.