Omnichannel Fulfillment

What is Omnichannel Fulfillment?


Fulfillment is all about getting orders to customers. It includes warehousing, finding the items ordered, packing them, shipping them, handling inventory and managing returned goods.

Omnichannel fulfillment is much more. It is the ability for retailers to fulfill orders out of their distribution centers, warehouses, manufacturing sites or stores. It also enables consumers to buy items online and pick them up in a store. Omnichannel fulfillment offers a seamless consumer experience regardless of the device or channel people use for shopping or returning items. Over the past couple of years, retailers have done an excellent job of allowing their customers to purchase from anywhere. This could be from a PC, a tablet, a kiosk, a smartphone, in an outlet or in a store. Now the focus is on enabling fulfillment from any part of the supply chain and the need to have systems in place to manage it. Therefore, in addition to customers being able to buy from anywhere, they now need to be able to be supplied from anywhere.


Different types of players are involved in the omnichannel business. This includes brick and mortar stores that have switched over to an ecommerce solution and are offering this in addition to the ability to walk into a store and make purchases. It involves new startups who only fulfill from their vendors. And it also involves importers who import products to two or more origins in one country. Therefore there is a large group of individuals taking part. The market is currently witnessing a lot of change, particularly from brick and mortar retailers who are leveraging the vast capabilities they have within a country for faster fulfillment of customer orders. More and more of this type of service is also being provided by newer, smaller startups that may not even have a single brick and mortar store. Faster fulfillment requires greater use of inventory, regardless of its geographical location. Omnichannel fulfillment gives buyers what they want, how they want it and where they want it. Maximizing the use of enterprise software applications can enable retailers to meet these needs  And tracking solutions with updates on delivery status, inventory and equipment, gives total supply chain visibility, enabling enterprises to streamline their shipping process and improve customer satisfaction.


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