CML Thought Leadership: 6 steps to successfully deliver omnichannel retail fulfilment
The rise of e-commerce and increasingly complex customer demands have created a dramatic shift in the way that we choose to shop. Customers want to be able to purchase and return items in the way that is most convenient to them, whether this is online or in person, and services such as next day delivery and collect from store are now expected.
As far as consumers are concerned, they’re buying from a single retailer and each of these channels are one in the same. If retailers want to stay ahead of the game and continue to meet customer expectations, they should treat their multiple channels in the same way too. For businesses, this means that those who fail to invest in omnichannel fulfilment will be quickly left behind by consumers in favour of easier and more convenient options.
Despite the many advantages that omnichannel retail brings, high return rates for online orders and the associated cost, plus potential delays in fulfilment and pick errors, mean that it can often prove to be a drain on profits for retailers when not properly implemented. To avoid this, it’s important that businesses take a close look at their operations to ensure the highest levels of efficiency across the network, allowing them to minimise the impact of these events on their bottom line.
CUSTOMER EXPERIENCE COMES FIRST
One of the fastest ways to create dissatisfied customers is to over-promise and underdeliver when it comes to products or services. Omnichannel fulfilment is becoming increasingly important for retailers, but businesses need to be fully prepared and have realistic expectations about what they are able to deliver to avoid creating a disappointing experience for customers.
Read the complete thought leadership piece here.
