DSI Blog


Omnichannel Must Be a Team Effort Among Marketing, CX, Operations — and Demands a New Model for the Supply Chain

Posted by on April 2, 2015 3:46 pm

The study defines omnichannel as the ability to provide a seamless shopping experience across multiple platforms, including online and in-store, a capability that’s undoubtedly become a part of today’s retail experience. Whether it’s locating an item online and buying it in-store, modifying or completing an order from any location or making a cross-channel return, customers expect the companies they buy from to easily execute these and other scenarios.

But if a company’s supply chain can’t support omnichannel fulfillment, the promise of an omnichannel customer experience (CX) cannot be fulfilled. As Marcie Merriman, executive director of Ernst & Young’s consumer engagement, digital strategy and retail innovation practices, explains, the hindrance to enabling omnichannel execution within the supply chain often comes down to how the overall supply chain is viewed. Many people still think of supply chain execution as a simple, linear process flow with the customer at its end. Meeting omnichannel customer expectations, however, demands a new model: an agile and responsive supply chain with the customer at its center.

“The supply chain gets so ignored in the omnichannel, omniconsumer discussion because it’s not sexy,” she says in a CMO.com article by Giselle Abramovich. “It’s the pipes in your house. The pipes in your house are not something you really pay much attention to. They’re not something you highlight or you’re excited about, but when they stop working or they break, you sure as heck know it.”

As the Mobile Supply Chain Company, we’re the exception to the rule—we get really, really excited about the supply chain and what it can do, especially when supply chains are mobile-optimized. Delivering a successful omnichannel experience requires end-to-end visibility, execution, agility and collaboration among all supply chain partners, all of which are made possible with a mobile supply chain.

Take a look at the full article, including an accompanying infographic that outlines the case for a re-engineered supply chain to deliver the omnichannel capabilities that today’s consumers not only demand, but also expect. And if you’d like to hear more about how our mobile supply chain solutions can make this re-engineered supply chain happen, feel free to contact us.

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