Personalization Builds Loyalty with Rachel Hanson and Amber Fullerton of One World Direct
Rachel Hanson is the marketing manager at One World Direct, and she has been with the company for twelve and a half years. Amber Fullerton is head of sales and is in her twentieth year there. We talked with both of them on day two of Shoptalk Fall in Nashville, at a booth that put personalization front and center.
Personalization Brings Customers Back
We asked what brands can do to deepen loyalty, and Rachel went straight to the service One World Direct added most recently.
“When a grandbaby’s born, grandma wants to personalize the blanket, you know, people love their pets, they want to personalize their pet products. It’s just a great way to connect with your customers and have repeat customers as well,” she says.
Amber added the money side. Personalization is a value-added service, and the brand decides what to charge for it.
“So if you’re personalizing a blanket, embroidery and you want to charge twenty dollars for it, or ten dollars, it’s just a way for you to increase your cart value,” she says.
Fulfillment for Brands That Sell Everywhere
One World Direct is strictly B2B. Its clients are e-commerce brands that sell through their own websites and through Amazon, Walmart and other marketplaces, and One World Direct connects to any shopping cart or marketplace, with EDI connections for retail integrations and drop shipping.
“As orders come through we have that integration set up, they automatically come to us and we ship products out to your customer on your behalf so you can be hands-off and focus on the growth of your company rather than fulfilling orders,” Rachel says.
Amber walked through the footprint. The company runs three locations in the US, in Ohio, South Dakota and California. Clients ship their product in, orders arrive from every channel, and One World Direct picks, packs, ships and personalizes out of all three buildings.
A Company That Still Feels Personal
With so many fulfillment providers on the show floor, we asked what sets One World Direct apart. Rachel pointed to the founders, a husband and wife team who still run the company today.
“I really think it’s the culture and how personal we are with our clients, not just product personalization, but just building those relationships with our customers is a huge part of who we are,” she says.
When we asked what is new, Amber came back to the same service. One World Direct launched personalization about four years ago.
“Our clients just really love having the option to offer more value to their customers. So personalization I think is where it’s at,” she says.
We closed with the question we asked every guest in Nashville, how they define AI slop. Rachel’s answer was quick. It is what you get from Claude or ChatGPT “when they don’t understand the prompt one bit.”
Find One World Direct at owd.com.