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FLAGSHIP CASE STUDY

Wholesale & Distribution · Network Optimization

A national wholesale distributor modernizing inventory visibility, allocation accuracy, and fill-rate performance across 8 DCs and multiple 3PL partners.

Wholesale · Multi-DC networks · B2B replenishment · 3PL execution

THE CHALLENGE

This distributor ran 8 internal DCs plus several 3PL partners, each with different reporting cadences, WMS setups, and data standards. Without a shared source of truth, the network could not reliably synchronize supply, forecast true availability, or maintain consistent service levels. Core B2B customers—representing multimillion-dollar contracts—saw stalled replenishment, uneven fill rates, and lead-time swings that eroded confidence.


Day to day, planners reconciled 10–14 separate reports before releasing large orders. Sales promised dates based on stale ATP snapshots. Operations teams chased inventory stuck in the wrong DC or delayed at a 3PL. Leadership lacked a clear view of aging stock, service-level risk, and the financial impact of allocation errors. The network had simply outgrown spreadsheet-era tools.


Key pain points

  • Inconsistent inventory positions across DCs and 3PLs created planning blind spots.

  • Manual spreadsheet allocation delayed large B2B orders and reduced fill-rate performance.

  • No unified view of network lead times, aging, or inventory health KPIs.

  • Sales, operations, and planning teams operated from different data sources.

THE DATASHIP SOLUTION

DataShip implemented a unified data layer integrating ERP, WMS, transportation, and 3PL systems into a centralized supply network view. Instead of stitching together static reports, planners and leaders worked from a governed, near real-time source of truth for ATP, aging, and capacity.


What DataShip delivered

  • Priority-based allocation engine to automate SKU-level distribution for strategic B2B customers, honoring tier, contractual SLAs, demand patterns, and physical constraints.

  • Unified, near real-time network view so planners no longer spent hours building spreadsheets before every allocation decision.

  • Replenishment triggers for DC-to-DC balancing and DC-to-3PL staging to keep high-velocity SKUs where demand actually occurs.

  • Exception workflows surfacing lead-time drift, aging exposure, and backorder risk before they became customer-facing issues.

  • A single, live operational narrative across sales, operations, and planning—reducing friction and enabling faster, better decisions.

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Integration Footprint

  • Bi-directional integration between ERP, WMS, 3PL, and carrier/TMS systems.

  • Standardized item, location, and customer masters shared across all DCs and 3PL partners.

  • Automated EDI transactions (850/855/856/940/945) aligned to key B2B customer requirements.

  • API-driven updates for inventory, orders, and shipments feeding a central control tower layer.

TECH STACK & INTEGRATIONS

CORE OPERATIONAL SYSTEM

Microsoft Dynamics 365 / Business Central as system-of-record for orders, AR/AP, and master data, connected to high-volume WMS in each DC, carrier/TMS platforms, and 3PL portals for execution.

INTEGRATION & DATA LAYERS

Azure Integration Services and managed APIs orchestrate flows between ERP, WMS, 3PLs, and carriers. EDI (850/855/856/940/945) and governed item, location, and customer masters ensure that every node sees the same truth.

ANALYTICS & CONTROL TOWER

Power BI dashboards and a lightweight control-tower layer provide real-time views of inventory health, fill rate, OTIF, and lane performance—driven by live integration signals instead of static reports.

AT-A-GLANCE NETWORK METRICS

27%

Fewer stockouts on priority SKUs for key accounts

60%+

Reduction in manual touches on large B2B orders

18%

Faster order cycle times across the network

90%+

Order lines auto-allocated within the control tower

SOLUTION BUILDING BLOCKS

UNIFIED DATA LAYER

Consolidated ERP, WMS, TMS, and 3PL feeds into a governed network source of truth.

NETWORK REPLENISHMENT

Automated triggers for DC-to-DC and DC-to-3PL movements to prevent stockouts.

PRIORITY ALLOCATION ENGINE

Automated SKU-level allocation using customer tier, service levels, and real-time supply.

EXCEPTION-BASED ALERTS

Proactive notifications for low inventory, fill-rate risk, and demand surges.

8 DCs + 3 3PLs

Nodes feeding into a single, governed network view

50K+/mo

B2B order lines evaluated through the allocation engine

85–90%

Order lines now flowing end-to-end without manual intervention

OUTCOMES

27%

Reduction in stockouts for priority SKUs

18%

Faster fulfillment cycle times across the network

1 Source

Shared live inventory & operations visibility

OPERATIONAL EFFICIENCIES & NETWORK IMPACT

Once the control tower was live, the distribution network shifted from reactive firefighting to proactive, signal-driven execution. Planners no longer spent hours aggregating reports; instead, they worked from a real-time view of supply, demand, and service-level risk across all 8 DCs and 3PL nodes.
 

How operations changed

  • Manual touches on large B2B orders dropped by more than 60% as allocation logic became systemized.

  • Planners reclaimed multiple hours per week previously spent on spreadsheet consolidation and data validation.

  • Inventory aging and at-risk SKUs surfaced automatically, enabling targeted clearance and redeployment strategies.

  • Service-level conversations with key accounts shifted from defensive explanations to proactive capacity planning.

LIFE AFTER DATASHIP: HOW TEAMS WORK NOW

Sales, operations, and planning teams now operate from the same real-time picture of the network. Sales uses the control tower to quote realistic delivery dates and design promotions that align with available capacity. Planners focus on scenario modeling and mix optimization instead of chasing down missing data. Operations teams manage exceptions through structured workflows rather than ad hoc messaging threads.


Leadership reviews a single set of metrics—fill rate, OTIF, inventory health, and network utilization—without debating which report is accurate. Quarterly business reviews with key customers now include forward-looking commitments backed by data, not just historical performance snapshots.

CONCLUSION & OPERATIONAL AFTERMATH

Within six months of go-live, the wholesale network operated with materially higher stability and predictability. Sales teams gained confidence in promising delivery dates because ATP calculations reflected the latest multi-DC and 3PL picture. Planners moved away from clerical reconciliation work toward proactive scenario analysis and strategic inventory positioning across the network.


Day-to-day execution also became simpler. Escalations declined, cross-functional meetings focused more on growth opportunities than fire drills, and key accounts reported improved reliability and fewer surprise stockouts. Internally, the organization gained a clearer linkage between operational decisions and financial outcomes, supporting more confident investment in new customers and regions.


With DataShip as the operational backbone, the distributor can now onboard new customers, open additional DCs, and expand 3PL partnerships without losing control of inventory accuracy or service levels. The network is no longer constrained by spreadsheets—it is governed by a modern, data-driven platform built to support the next decade of growth.

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