Boost online sales by synchronizing storefront, fulfillment experiences

Share this article:

Retail customers shop and their orders are fulfilled. These two processes occur whether it's through a physical retail store, an online store, a phone order or a mail order format.

For many retailers, each of these experiences are separate, with fulfillment, merchandising, promotion and valuable customer information residing in different silos at the different locations.

Customers, however, expect a consistent and valued experience each time they engage the retailer, regardless of the channel.

In fact, the most highly prized customer is one who shops cross-channel. According to AMR Research, cross-channel consumers typically spend nearly 30 percent more than their single-channel counterparts.

Competition, customer demands for product variety and new product introductions are all shifting dynamically while merchandising space availability is not. Merchandising decisions have become more complex, requiring a diverse mixture of warehouse and drop-ship delivery and yet a single point of control.

The need for solutions that deliver merchandising speed, flexibility and scalability has never been greater. As a retailer, cross channel or otherwise, it is crucial that retailers envision the complete customer experience, tightly integrating the storefront and fulfillment experiences.

With an integrated storefront and fulfillment approach, the customer benefits significantly. Operational processes become simplified, transparent and more efficient; service levels improve and customer satisfaction grows.

A closely integrated end-to-end ecommerce platform increases visibility across the complete commerce chain, and enables more sophisticated and efficient alerting and reporting capabilities.

Retailers can anticipate and quickly resolve problems that cross into the gray areas between fulfillment and storefront and maintain one interface for managing the entire customer experience. A single interface also provides direct accountability, and accurate drill-down capabilities to resolve customer issues quickly and easily.

For customers, this means products are easy to find and easy to order, items are reliably in stock, products are delivered on time, and simple, consistent return policies ensure a high level of satisfaction. Retail, online and offline, is now radically demand driven and the customer is at the center. Predictably, opportunities abound for retailers who deliver a consistent and integrated customer experience from end-to-end.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Opinions

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Opinions

When Marketing and Sales Collide: Answers

When Marketing and Sales Collide: Answers

The head of marketing operations is doing just as much selling as marketing, sans the commission her sales colleagues earn. How should she handle it? See how our readers would ...

App of the Week: RescueTime

App of the Week: RescueTime

RescueTime aims to help users become more focused and productive.

Defending Direct: Answers

Defending Direct: Answers

Miranda Bell knows her program will pay off but CEO Dasha Atwala says to nix it. What should she do?