No longer is there a divide between online and offline shopping.
The physical store has been resuscitated and given new life with a breath of fresh air. And online shopping has dropped the “e” and is now simply part of an overall system called omni-channel commerce.
Today, the physical store has become an active, moving part of the overall inventory management and order-fulfillment cycle. The inventory held in store, when used effectively and supported by the right in-store logistics solutions, can enable improved fulfillment offerings and delivery lead times.
Stores provide proximity to the consumer, coupled with a wider variety of touchpoints than are available through pure online retail.
The Gartner 2016 Chief Supply Chain Officer survey reports that 57% of retailers list sales shifting from brick-and-mortar stores to online retailers in their top three threats that will impact their business over the next three years. But if Amazon is shifting a portion of their business offline, then the threat changes completely.
No longer should retailers fear the movement of sales from offline to online; rather, they should be quickly adopting the systems that will allow the shopping journey to travel from offline to online and back to offline again.
Is your business focussed on creating a seamless commerce path for your customer?