What is Omnichannel Fulfillment? (Part 1 of 3)

omnichannel fulfillment

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omnichannel-customer-satisfactionOmnichannel fulfillment is more than just getting orders to customers. It’s the ability for retailers to fulfill orders out of their distribution centers, warehouses, manufacturing sites or stores. It allows consumers to buy items online and pick them up in a store. Omnichannel fulfillment offers a seamless consumer experience regardless of the device or channel that people use for shopping or returning items.

Over the past couple of years, retailers have done an excellent job of allowing their customers to purchase from anywhere. This could be from a PC, a tablet, a kiosk, a smartphone, in an outlet or in a store. Now the focus is on enabling fulfillment from any part of the supply chain and the need to have systems in place to manage it. Therefore, in addition to customers being able to buy from anywhere, they now need to be able to be supplied from anywhere.

The market is currently witnessing a lot of change, particularly from brick and mortar retailers who are leveraging the vast capabilities they have within a country for faster fulfillment of customer orders. Faster fulfillment requires greater use of inventory, regardless of its geographical location. Maximizing the use of enterprise software applications can enable retailers to meet these needs and improve customer satisfaction.

Stay tuned for part 2 of this series as we talk about the role of e-commerce in the fulfillment business.

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