Omnichannel Retail Stresses Demand New Tools

Delivering an omnichannel experience to customers has become newest Holy Grail for retailers. At the same time, trying to use old tools and processes to meet these new service level demands creates nothing but headaches.

Omnichannel refers to the standard of offering a seamless brand experience to the consumer across all channels: retail store, Internet, and mobile device. The new standard takes “the customer is always right” to the next level, saying that consumers should be able to order products the way they want, have it delivered or pick it up as they want, and return it easily through their chosen means whether by mail it to the distribution center or taking it to the store.

The current generation of customers shops on a mobile device, and wants to be able to see a desirable item, place an order, and pick it up at a close-by location an hour later. And, of course, that same buyer wants to be able to walk back into the store or slap on a return label to ship unwanted products back to the distribution center.

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