Digital Transformation in Action: How Luminess Rebuilt Its Supply Chain

eCom Logistics Podcast

Episode Summary

Join host Harshida as she sits down with Aaron Wilcox, COO of Luminess, to discuss the company’s remarkable transition from a TV-first business to a digital-first powerhouse. Aaron shares firsthand insights on how Luminess overhauled its logistics, adopted cutting-edge technology, and formed key 3PL partnerships to compete in the fast-moving beauty industry. From shifting fulfillment strategies to embracing data-driven decision-making, this episode is packed with valuable lessons for logistics and operations leaders navigating digital transformation.

What You’ll Learn

• Pivoting to Digital-First: How Luminess transitioned from TV-driven sales to a modern eCommerce model.
• Choosing the Right 3PL Partner: Key factors that influenced Luminess’ decision to outsource fulfillment.
• Balancing Tech & Operations: How investing in the right tech stack enabled growth and efficiency.
• Overcoming Logistics Challenges: Insights on tackling supply chain disruptions, delivery speed expectations, and inventory management.
• The Power of Data & Curiosity: Why staying data-driven and open to new solutions is crucial for operations leaders.

Highlights

🔹[00:01:00] – Aaron’s career journey: From Zeppler Hardware to leading Luminess’ transformation.
🔹 [00:04:00] – The shift from TV advertising to eCommerce and its impact on fulfillment.
🔹 [00:08:30] – Why Luminess chose to partner with a 3PL instead of handling fulfillment in-house.
🔹 [00:12:00] – The importance of strong relationships between brands and 3PL partners.
🔹 [00:15:00] – Exciting logistics trends: AI-driven forecasting, inventory tracking, and regional carriers.
🔹 [00:17:00] – Key leadership lessons: Stay curious, data-obsessed, and adaptable.

Quotes

💬[00:06:30] – "Once we realized our tech platform wasn’t capable of supporting the shift, we had to invest in new systems—Salesforce, Shopify, WMS, CRM. It changed everything." – Aaron Wilcox

💬 [00:10:15] – "The right 3PL partnership isn’t just about cost—it’s about tech capabilities, customer experience, and alignment with your brand’s goals." – Aaron Wilcox

💬 [00:12:15] – "The secret sauce in logistics is relationships—how well you collaborate with your 3PL to solve problems and serve customers." – Harshida

💬 [00:16:00] – "The minute you think you have it all figured out, something changes. Stay curious, keep learning, and adapt fast." – Aaron Wilcox

About the Guest

Aaron Wilcox is the Chief Operating Officer at Luminess, a beauty brand that has successfully transitioned from a traditional TV-first sales model to a thriving digital commerce operation. With a background in logistics, operations, and strategic partnerships, Aaron has played a key role in scaling Luminess through technology adoption and 3PL collaboration. His expertise in fulfillment strategy, customer experience, and supply chain agility makes him a valuable voice in the eCommerce logistics space.

Connect with Aaron on LinkedIn

Learn more about Luminess

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