The term omni-channel has become inextricably linked with the retail industry, and
for good reason. Customers are pressing for an “on demand” experience, forcing
retailers to adopt solutions that can handle order processing and fulfillment across
multiple channels with differing order profiles. They are looking for solutions that
will enable them to apply their know-how, intuition and innovations to serve their
customers quicker and more accurately than their competition. Meeting these
demands requires new mindsets to seek out solutions that are as flexible as the
demands driving the change.
Unfortunately, many retailers continue to treat omni-channel as a concern for their
front-end operations — a mandate for marketing and sales teams — while ignoring
the logistical realities created by this new mode of customer engagement. This is a
dangerous approach that ignores the realities created by customer-driven demand
for multi-channel experiences.