Managing Fulfillment in Omni-Channel Retailing: How to Use Technology to Enable Your Omni-Channel Strategy

An opportunity that has been at the forefront of supply chain executive’s minds over the last decade has been the expansion of retail sales into a robust omni-channel environment. As is too often the case, companies, not wanting to lose a single sale, have opened up new channels without enough consideration to how they were going to fulfill those orders.

As with any new concept, there have been leaders and laggards when it comes to developing an omni-channel retailing strategy. The stories of Amazon.com and Borders Group provide a great example of companies in the same industry with two very different outcomes (see box on page 3). The good news is that even the laggards (at least the ones that are still around) have an opportunity to be successful. Technology is a great enabler in solving the problems that omni-channel retailing presents.

This white paper examines:
  • The trends in omni-channel retailing
  • Key challenges that it presents to supply chain operations
  • How technology can ensure that profitability is maintained as new sales channels are pursued.

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