Maximize multi-channel benefits

| Point of View

Changing strategies in e-fulfillment

The typical consumer anno 2012 is willing and wanting to move freely and seamlessly across multiple (online) sales channels. Based on background and age, each group of consumers chooses its buying path and explores and utilizes these channels with different objectives. This year-on-year increasing mixture of interchangeable demand across the traditional sales channel and virtual channel, creates a complex fulfillment process. Channel strategies, brand positioning, target markets, they all seem to become more important, especially in Business-to-Consumer retail markets. Therefore, before designing the right e-commerce solution, each organization should define its customer’s proposition. This proposition should refer to who are the target customer groups and what are the e-commerce differentiators. Only a limited number of organizations have full understanding of the their customers, especially their requirements and buying behavior across physical stores, online stores and even other emerging paths such as mobile applications. Organizations with limited in-depth customer knowledge face challenges to define and prioritize their e-fulfillment strategy. With the lack of a clear e-fulfillment strategy, it is likely that the supply chain processes, are not organized in the most efficient and optimal way.