A comprehensive cycle of consumer purchasing options need to be filled by a wide range of fulfillment channels to meet customer demand.
A comprehensive cycle of consumer purchasing options need to be

Omnichannel and ecommerce retailers are being pressured into finding new and different ways to increase sales, improve market share and reduce costs in a business environment that is increasingly customer driven.

While this quandary is constantly evolving, ecommerce, multichannel and omnichannel commerce operations must utilize all their assets to improve efficiencies and reduce costs. These assets include, but are not limited to, multiple distribution facilities, retail outlets and kiosks in order to improve their order fulfillment operations and meet the needs of all the channels simultaneously.

In omnichannel operations, all assets, channels and touch points work together to create a seamless customer experience. It’s an approach to selling that offers an opportunity to build business enterprise wide while at the same time improving customers’ buying experiences.

[ALSO: Understanding Omnichannel Inventory Dynamics]

Here is how some major retailers have harnessed the power of omnichannel and ecommerce in order to improve their results:

  • Shipping online purchases from store locations to reduce overall shipping costs.
  • Combining ecommerce and physical store inventory to reduce “out-of-stock” online orders.
  • Routing online orders to unsold store inventory to reduce inventory costs and discounts on unsold merchandise.
  • Making returns an opportunity to re-sell items quickly.