What is Omnichannel?

3 MINs

Nearly 85% of customers begin the purchase process on one device before finishing it on another, which is why omnichannel distribution needs to be considered in today’s competitive market. With an accelerated change in the retail industry, organisations are welcoming the new world of omnichannel retail. It is no more about online versus offline, but now it’s omnichannel, and it’s here to stay. Omnichannel distribution strategy lets shoppers toggle between different means for reaching out to the business, which in turn provides a completely seamless and integrated shopping experience for the customer.

Why Invest in Omnichannel Distribution Strategy?

The Global Omnichannel Commerce Market is expected to have growth from 2.99 billion USD in 2017 to 11.01 billion USD by 2023, at a compound annual growth rate (CAGR) of 21.48%. In today’s global marketplace, when a business is visible across multiple channels, it increases the possibility of impulsive purchasing and provides a more personalised user experience. 

Following are the list of problems that brands are struggling to keep up with:

  • Changing consumer behaviour 
  • Inventory management 
  • Allocation is prioritised for most active channels 
  • Warehouse locations are not optimal to store locations, distribution, shipping channels retail network, and other channels of sales 
  • Lack of technology that combines various supply chain component 

Let’s discuss five tips which are useful in efficient Omnichannel distribution

Right Technology for Omnichannel Distribution

With global competition and Omnichannel operations, brands need the right technology scales which are responsive in solving modern-day needs and which also helps them in staying ahead of the market. In today’s competitive market, modern-day solutions help brands in maintaining online and offline platforms efficiently, so that they don’t lose in-store consumers in the process of satisfying the needs of online consumers. 

Automation for Omnichannel Distribution

​​Another essential component that you need to implement is an efficient Automation system. Few of the brands are still using traditional, outdated systems for automation. These processes can lead to inefficiencies and inconsistencies, as running a business means that you have to deal with a high volume of sales orders every day and brands need to hire or train staff every time for adding a new channel of sales. To enhance productivity and stay ahead of the competitive world, brands need to automate repetitive functions, which can have a positive effect on cost reduction as automation can reduce 25-40% costs on average per order on daily onboarding and other related tasks.

Visibility for Omnichannel Distribution

If brands do not have the proper visibility, as to where their inventory is, whether they sit in a store or at a distribution centre, how can they make proper decisions relating to order fulfilment inventory placements? The only way to intelligently make decisions and prevent fulfilment options from causing out-of-stock situations is by having proper visibility over inventory and other operations.

Omnichannel Distributions and Returns

According to a study by Forrester “around 86 per cent of customers expect to be allowed to return online orders in the store” which makes it difficult for the brands to handle return and refund. By using an intelligent Omnichannel Distribution Strategy, brands can provide their customers a delightful buying and return experience, whether they make the purchase from the store, online or any other platform.

Order Management for Swift Omnichannel Distribution

Efficient order management systems can help the brand in making sure whether the customer purchases are effectively handled, prepared to pick up or delivered. Having a well-functioning automated order fulfilment system is crucial, as it can help in cataloguing, listing, inventory update, order fulfilment, etc. which will reduce shipping costs while still meeting your customer’s expectations.



Frequently Asked Questions

What is the difference between Omnichannel and Multichannel?

While Multichannel ensures your brand gets the perfect exposure, Omnichannel enables customers to shop from various channels ensuring maximum customer convenience. 

What is an Omnichannel Warehouse?

Omnichannel Warehouse enables companies to fulfil all orders, no matter from which channel the customer has placed it, for example it can be B2B, through app, or through telephone.

Is Amazon an Omnichannel?

Amazon has the mission of being “Earth’s most customer-centric company”, and that is why they follow the unified omnichannel approach.

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