A routing guide is the set of rules that defines how a retailer wants shipments prepared, labeled, and delivered. Every major retailer has one, and every routing guide is different. Walmart's pallet height limits are not the same as Target's. Dick's Sporting Goods requires thermal transfer labels that most other retailers do not. Amazon has entirely different packaging requirements than brick-and-mortar retailers.
Routing guide violations generate chargebacks separate from OTIF penalties and ASN accuracy chargebacks. A shipment can arrive on time, with the correct quantity and an accurate ASN, and still trigger a chargeback because the label was in the wrong format or the pallet was two inches too tall. These are not judgment calls—they are automated checks at the retailer's DC, and failures are penalized automatically.
The good news is that routing guide violations are the most preventable category of retail chargebacks. They are configuration and setup problems. Once the correct label templates, packaging procedures, and carrier protocols are in place, routing guide compliance becomes automatic. The failures happen when the setup is incomplete or when routing guide updates are not reflected in operations.
What a Routing Guide Covers
Routing guides are comprehensive documents that specify requirements across six areas. Each area has its own compliance checks and chargebacks.
1. Labeling Requirements
Every routing guide specifies label requirements for cartons and pallets: what barcode symbology to use, what data fields must appear, where labels must be placed, what size the barcode must be, and what print quality is acceptable. The details vary significantly between retailers. Target offers three barcode options —SSCC-18 (GS1-128), GTIN-14 (ITF-14), or UPC—depending on shipment configuration, and requires labels placed right of center on the longest vertical face with a minimum 1.25 inches from the bottom. Walmart requires SSCC-18 labels using GS1-128 symbology and explicitly prohibits placing any barcode on the top of the case where it can interfere with conveyor scanning. For mixed master packs at Walmart, you need three “STOP” labels in Arial Bold at 48-point minimum. Dick's Sporting Goods requires thermal transfer printing for label durability, which requires different equipment than standard direct thermal printing.
Target also requires a label approval process before your first shipment—you submit a sample label and approval form to their vendor performance team. Shipping before approval is completed guarantees chargebacks. These kinds of pre-shipment requirements are easy to miss if you are treating all routing guides as interchangeable.
Labeling is where the retailer-specific library approach pays off. We maintain pre-built label templates for 60+ retailers. When onboarding a new client, we activate the template for each retailer they ship to rather than building from scratch. This eliminates the validation period where labeling chargebacks typically occur.
2. Packaging and Pallet Configuration
Routing guides specify pallet dimensions (typically GMA 48×40), maximum height, maximum weight, stretch-wrap requirements, corner board requirements, and how mixed-SKU pallets must be configured. Carton specifications include weight limits, sealing requirements, and inner-pack configurations. These specifications must be built into warehouse standard work instructions for each retailer so that the correct configuration is followed automatically.
The differences between retailers on packaging are not subtle. Target requires carton sealing with tape or glue only—bands and staples are not permitted—while Walmart allows straps and bands on automation-ineligible items over 55 pounds but prohibits metal banding entirely. Walmart specifies an overall pallet-plus-freight height under 96 inches, rejects layers leaning more than 0.5 inches from the base, and classifies cases with open flaps, bulging sides, or loose shrink plastic as “not acceptable.” Walmart also defines precise dimension windows for automation-eligible cases (min 6.4×5.0×2.0 inches, max 36×24×16 inches for general merchandise)—cases outside these ranges route to entirely different DC handling processes. Target has its own set of specifics: innerpacks cannot exceed 20×13×13 inches or 60 pounds, pallets must be sorted by DC, PO, and item, and shrink-wrapped trays require pre-approval.
3. Carrier Selection and Transportation
For prepaid shipments (where the supplier arranges transportation), the routing guide may specify approved carriers, required service levels, and routing restrictions. Using a non-approved carrier or wrong service level triggers a chargeback regardless of whether the shipment arrives on time. For collect shipments (where the retailer arranges pickup), the routing guide specifies how to schedule the pickup and what readiness requirements apply.
4. Documentation
Bill of lading formatting, packing slip requirements, and reference number formats are all specified in the routing guide. Each retailer has slightly different requirements for how BOLs should be structured, what reference numbers to include, and what supplemental documentation must accompany the shipment. Using a generic BOL template rather than a retailer-specific one is a common source of documentation chargebacks.
5. Delivery Scheduling
Routing guides specify how delivery appointments must be scheduled, including lead time requirements, appointment window durations, and what happens when appointments are missed or need to be rescheduled. Some retailers use third-party appointment scheduling platforms that add another layer of compliance requirements.
6. Special Requirements
Many routing guides include retailer-specific requirements that do not fit neatly into standard categories. Walmart's Supply Chain Packaging Guide—408 pages, updated twice annually—requires all new and existing domestic items to pass ISTA transit testing at a certified lab before the first shipment, with results submitted directly to Walmart. Their SQEP (Supplier Quality Excellence Program) phases in defect categories over time, so the compliance requirements your product faces depend on which phase your category has entered. Target requires a formal label approval process before your first shipment, and all fragile items must have documented drop test results. Other special requirements across retailers include floor-loaded trailer specifications for certain product categories, specific load-sequencing rules, promotional or seasonal packaging variations, and DC-specific requirements that differ from the general routing guide. Dick's Sporting Goods adds another layer: their Vendor Certification Program randomly audits carton contents against ASN data, categorizing vendors into Gold (99.75–100%), Silver (99.50–99.74%), or Bronze (<99.49%) tiers that determine both audit frequency and chargeback rates.
Routing guide violations adding up?
We maintain validated label templates, packaging configurations, and documentation formats for 60+ retailers. Let us identify where your routing guide compliance gaps are.
Talk to our teamCross-Retailer Compliance Comparison
The following comparison illustrates how key routing guide requirements differ across three major retailers we ship to regularly. These differences are why a single generic compliance setup does not work—each retailer must be configured individually.
| Requirement | Walmart | Target | Dick's Sporting Goods |
|---|---|---|---|
| Routing Guide Length | 408 pages, updated twice annually (Jan/Jul) | ~100 pages, updated periodically | 91+ pages, updated at least every 6 months |
| Label Barcode Format | SSCC-18 with WMIT fields | SSCC-18, GTIN-14, or UPC-A (vendor choice) | SSCC-18 (UCC-128), 4×6” format, zone-based system |
| Print Method | Thermal (transfer or direct) | Thermal (transfer or direct) | Thermal transfer only (no inkjet/laser/direct thermal) |
| ASN Timing | Before shipment arrives at DC | Before shipment arrives at DC | Within 1 hour of shipment departure |
| Pallet Specs | <96” height, <0.5” lean, <500 lb/layer, no overhang | 40×48 GMA Class 1, sorted by DC/PO/item, tape or glue only | LTL: palletized/shrink-wrapped, 7' min height; FTL: floor-loaded, brick layer |
| Carton Sealing | 2” min tape, no metal banding, no black corrugated | Tape or glue only (no bands, staples) | Reinforced kraft or poly tape, 2 mil min, 2” wide, no staples/banding/metal |
| OTIF / Delivery Penalty | 98% threshold, 3% of COGS penalty | ASN Accuracy metric (since May 2025) + delivery performance | Compliance offset schedule + $25/invoice for EDI non-compliance |
| Special Programs | SQEP (3-phase defect rollout), ISTA testing required | Formal label approval process, drop testing for fragile items | Vendor Certification (Gold/Silver/Bronze), RFID phased rollout, TMS routing required |
The Library Approach to Multi-Retailer Compliance
When you ship to multiple retailers, each with its own routing guide, the operational challenge is ensuring that the correct specifications are applied to every shipment. A Walmart order must be processed with Walmart's label templates, pallet specs, and documentation format. A Target order processed right after it must use Target's entirely different specifications.
The solution is a library of retailer-specific configurations that are activated automatically based on the destination retailer on the purchase order. When the system processes a PO, it identifies the retailer and loads the correct label template, packaging instructions, carrier rules, and documentation format. No manual decision-making required.
We maintain this library for 60+ retailers. For each one, we have validated label templates, documented packaging specifications, carrier protocols, and documentation formats. When a new client onboards with us, we activate the configurations for the retailers they ship to. This is fundamentally different from a 3PL that needs to build these configurations from scratch for each new retailer relationship.
Monitoring for Routing Guide Updates
Routing guides are not static. Retailers update them periodically—sometimes with advance notice, sometimes without. A compliance configuration that was correct six months ago may have gaps today if the retailer updated their labeling format or changed their pallet height limit.
Proactive monitoring means regularly checking for routing guide updates across your retailer network and pushing changes through to operations before the first shipment under the new requirements. Reactive management means discovering the change through a chargeback. The difference between these approaches is the difference between zero chargebacks and a month of violations before someone identifies the root cause.
We are hitting all the SLAs over and over again. Productiv has led the charge and brought so many improvements to the table over the last two years. There's nothing glaring that stands out anymore and now we are just fine tuning.
Routing guide compliance is a setup problem with an ongoing maintenance component. Get the initial configuration right, monitor for updates, and push changes through quickly. If your routing guide chargebacks are not declining toward zero, start a conversation with our team to identify where the gaps are.
Paul Baker
CFO, Productiv
Paul co-leads Productiv alongside Doug Legan, bringing two decades of hands-on experience in 3PL operations, kitting, fulfillment, and embedded manufacturing.
Frequently Asked Questions About Routing Guide Compliance
What is a retail routing guide?
A routing guide is a retailer's detailed specification document that defines exactly how shipments must be prepared, labeled, packaged, transported, and delivered. It covers everything from pallet dimensions and carton weight limits to label formats, carrier selection rules, delivery appointment scheduling, and documentation requirements. Every major retailer publishes their own routing guide, and the requirements differ between retailers in ways that matter operationally. Compliance with the routing guide is separate from OTIF compliance — you can deliver on time and in full but still receive chargebacks for routing guide violations.
How often do retailers update their routing guides?
Major retailers update their routing guides at least annually, with some making mid-year revisions. Walmart, Target, and Amazon have all tightened compliance requirements over the past several years. Updates can include changes to labeling specifications, packaging requirements, carrier rules, and delivery scheduling procedures. The challenge is that updates do not always come with advance warning, and suppliers are expected to comply with the most current version. A 3PL that actively monitors routing guide changes catches updates before they become chargeback triggers.
What happens if you violate a routing guide?
Routing guide violations trigger automatic chargebacks at most retailers, separate from OTIF penalties. The chargeback amount varies by retailer and violation type — some are flat fees, others are a percentage of the shipment value. Beyond financial penalties, routing guide violations contribute to vendor scorecard degradation, which affects future order allocations and the overall buyer relationship. Repeated violations can escalate to vendor reviews, reduced orders, and in severe cases vendor suspension.
What are the most common routing guide violations?
The most common routing guide violations we see are labeling errors (wrong format, incorrect placement, poor print quality, or missing data fields), pallet configuration mistakes (exceeding height or weight limits, wrong pallet type, improper stretch-wrap), carrier selection errors (using a non-approved carrier for prepaid shipments), documentation formatting issues (incorrect bill of lading format or missing reference numbers), and delivery appointment failures (arriving outside the scheduled window or failing to schedule an appointment). Most of these are setup problems that are fixed once and do not recur.
How do labeling requirements differ between retailers?
Each retailer specifies label format, barcode symbology, data fields, print quality standards, label material, and placement requirements. Walmart requires SSCC-18 with GS1-128 symbology in specific positions. Target has its own label format with different data field requirements. Dick's Sporting Goods requires thermal transfer printing for label durability. The differences are significant enough that a label that passes one retailer's compliance check will often fail another's. This is why retailer-specific label templates are essential — a generic UCC-128 label is rarely sufficient.
What are GS1-128 and SSCC-18 barcodes?
GS1-128 is a barcode symbology standard used for supply chain applications. It encodes data in a standardized format using Application Identifiers (AIs) that tell the scanner what type of data follows — SSCC number, PO reference, quantity, etc. SSCC-18 (Serial Shipping Container Code) is an 18-digit unique identifier assigned to each logistics unit (pallet or carton). The SSCC-18 encoded in a GS1-128 barcode allows scan-based receiving where the retailer scans one barcode and their system looks up all the associated shipment details from the ASN.
What pallet requirements do major retailers have?
Most major retailers require GMA-standard 48x40-inch pallets, but the specific requirements beyond that vary. Height limits range from 48 to 60 inches depending on the retailer and product category. Weight limits are typically 2,000 to 2,500 pounds per pallet. Some retailers require four-way entry pallets while others accept two-way. Stretch-wrap specifications differ — some require clear wrap, others allow opaque. Corner boards may be required for certain shipment types. Mixed-SKU pallets have additional layer separation and labeling requirements at most retailers.
How should a 3PL manage routing guide compliance across multiple retailers?
Effective multi-retailer compliance management requires a library approach: maintain retailer-specific configurations for labels, packaging, and documentation that are activated based on the destination retailer. When a Walmart order is processed, the system automatically applies Walmart's label template, pallet specifications, and documentation format. When a Target order follows, Target's configurations activate. This library approach eliminates the manual decision-making that causes routing guide violations — the correct configuration is applied automatically based on the retailer on the PO.
What is the relationship between routing guides and chargebacks?
Routing guide violations trigger chargebacks that are separate from OTIF penalties and ASN accuracy penalties. A single shipment can theoretically receive chargebacks in all three categories — it could arrive late (OTIF failure), have an inaccurate ASN, and violate the routing guide (wrong label format, for example). Routing guide chargebacks are particularly frustrating because the product itself may be correct — it was the packaging, labeling, or documentation that failed. This makes routing guide compliance primarily a setup and configuration problem, not a product or inventory problem.
Can routing guide chargebacks be disputed?
Most retailers allow disputes for routing guide chargebacks, but the burden of proof is on the supplier. Successful disputes require documentation showing that the shipment met the routing guide specifications — photographs of labels and pallet configurations, copies of documentation, and delivery records. The dispute window varies by retailer. While disputing invalid chargebacks is worthwhile, the more effective approach is prevention through proper setup. Routing guide violations are almost entirely preventable with correct label templates, documented packaging procedures, and carrier management processes.
Routing Guide Violations Adding Up?
We maintain validated label templates, packaging configurations, and documentation formats for 60+ retailers. Let us diagnose where your routing guide compliance gaps are.
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