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FedEx SmartPost® Service Helps The Wooden Rainbow Offer Customer-Friendly Shipping Specials

Katie Frederick, president of The Wooden Rainbow, knows toys. She worked as a sales representative for toy companies for 14 years before finally turning her dream into a reality — opening her own toy store. Today, Frederick has three Web sites for her business: the original online storefront ( as well as storefronts on eBay® and Amazon.®

The Wooden Rainbow specializes in unique toys and gifts — baby items, novelties, outdoor toys, and more — that can't typically be found in the big box stores. Frederick's goal is to help each and every customer find something truly special.

About 18 months ago, when FedEx Account Executive Michael Vaske paid his first visit to The Wooden Rainbow, Frederick was using competitor services. At first Frederick was resistant to changing the status quo but, she says, "I'm so glad Michael was persistent. He converted me. He showed me what business needs weren't being met and how FedEx could help me better meet those needs."

Vaske's persistence — and some flaws in the competition — were the deciding factors in getting Frederick to try FedEx. Frederick's main issues with the competition were inefficiencies and unresponsiveness.

At first, Frederick started using FedEx on a limited basis. What really got her hooked, though, was when Vaske approached her about FedEx SmartPost service. For online retailers like The Wooden Rainbow that are looking for an efficient, cost-effective means of shipping low-weight, non-urgent packages to their customers' residences, FedEx SmartPost is an ideal solution.

FedEx SmartPost service combines FedEx expertise and logistics strength with the vast delivery network of the USPS for final delivery. This means FedEx SmartPost reaches every U.S. address — including P.O. boxes; military APO and FPO destinations; and addresses in Alaska, Hawaii and all U.S. territories. Plus, FedEx SmartPost offers standard Saturday delivery, without residential or Saturday delivery surcharges.

Frederick signed up for FedEx SmartPost. Now, she efficiently creates shipping labels for FedEx SmartPost, FedEx Home Delivery® and FedEx Express® packages using FedEx Ship Manager® Software, thanks to the responsiveness of FedEx Customer Technology Consultant Dan Sonnen, who configured the software to meet her needs. In addition, Frederick can quickly provide full shipment-status tracking information to her customers for all FedEx® packages, resulting in an added level of convenience and service. As a result, Frederick uses FedEx almost exclusively, shipping approximately 60 percent of deliveries via FedEx SmartPost and 30 percent via FedEx Home Delivery. Plus, the majority of Frederick's inventory is shipped to her using FedEx Ground® service.

"Thanks to the timeliness, accuracy and reliability of FedEx, I can get orders delivered faster than the big stores. This is important, because it helps me differentiate my business from the competition," says Frederick. "And with FedEx SmartPost, I can offer deeper and more frequent shipping specials, like my current one: free shipping on orders of $35 or more."

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