Consumer expectation has always been the driving force of the supply chain. And with the ever-evolving world of e-commerce and the smartphone, that expectation has rapidly shifted. Consumers want their shopping experience to be seamless between stores and devices, and that’s where omni-channel fulfillment comes into play.
So, what is omni-channel? Macy’s President of Logistics and Operations, Peter Longo, put it simply. “Omni-channel is the complete integration of promotion, packaging, merchandising and pricing to create an unified experience, in-store and online.” Easier said than done, right? When most people think of this business model, they often assume they must incur huge operational and equipment costs. There is also the assumption that implementing these principles may create disruption throughout the facility due to the need to completely reconfigure the layout.
I’m not Amazon. How can this strategy work for me? There are several ways to incorporate omni-channel principles into your business without experiencing a substantial capital expense. Below are several options: