An omnichannel approach creates customer-focused purchasing experience, regardless of whether a customer buys in the shop, on a mobile device or online. However, synchronisation of the various purchasing channels requires a reform of the supply chain aimed at smooth online and offline processes.
Improving the supply chain:
Today’s customers want to be able to shop anywhere, anytime, including the option to pick up, deliver and return products. What are the success factors for the optimisation of omnichannel operations?
Better visibility with ERP technology
Smooth operations depend on data being available and accurate – market leaders use analytics to monitor processes, eliminate vulnerabilities and avoid mistakes.
You can increase your efficiency by implementing an ERP solution to track inventory by quantity rather than volume. This means that data for all channels will be made visible, enabling you to make the right product available in the right place.
E-commerce techniques
All omnichannel orders must be processed with the same level of responsiveness, regardless of where they are initiated. This also applies when shopping volumes are increased, e.g. on the Black Friday weekend. Brick-and-mortar stores are accustomed to preparing in advance, organising promotions, arranging products and hiring the necessary staff. In an omnichannel supply chain, the fulfilment of these tasks needs to be faster. This is the only way to guarantee success.
With the right e-commerce techniques, businesses can compete with big online players and remain flexible at the same time, providing customers with the best possible online and offline experiences. E-commerce methods allow customers to order online for in-store pickup, cancel orders online, and more.
Collaborating with marketing to better understand customer needs
Effective internal collaboration with the marketing team is an excellent way to find out where, how and by whom the orders are placed. Attaining a good understanding of omnichannel buyers provides the opportunity to maximise sales and create synergies, provide customers with a personalised service and, ultimately, keep customers happy.
Photo by Hayden Walker / Unsplash
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