Omni-channel Fulfillment and Returns Management

Executive Overview

Omni-channel fulfillment is all about the convergence of channels to pro-vide a unified brand experience for the customer.  Every channel has its own unique characteristics that draw consumers to it.  However, as more consumers turn to multiple channels for the commerce experience, the key is to provide a seamless and similar experience across channels.  This requires connected business processes and technology.  One aspect of fulfilling the unified brand experience is to maintain control over the customer experience at all stages in the buying lifecycle: before, during, and after the sale.

Executing on an omni-channel strategy involves ensuring product availability across all channels of operation.  This involves integrating the brick-and-mortar experience with the e-commerce experience, especially as the store becomes a fulfillment center of its own.  The risk of returns, and how retailers incorporate returns into their planning and forecasting, are also becoming more important.  E-commerce growth fuels the global economy and shows no sign of slowing down.  Those companies that can align their channels, share inventory, and fulfill customer orders in a timely and cost-effective manner will be the ones “still standing at the end of the day.”

A recent ARC Advisory Group survey on omni-channel fulfillment revealed a few key findings:

• A technology gap remains, with too many companies still not investing in the enabling technologies for omni-channel fulfillment.  This of-ten results in a disjointed customer experience
• Returns management is not incorporated at an appropriate level for omni-channel planning.  Too few companies make returns part of their forecasting plans and thus cannot measure the financial impact of returns
• Surprisingly, stores are becoming an increasingly important component for e-commerce.  Retailers are turning increasingly to the store for e-commerce fulfillment, including store pick-up and ship-from-store.

Table of Contents

• Executive Overview
• The Omni-channel Experience
• Research Findings
• Omni-channel Technology
• Recommendations
   

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