“Omni-channel” is a big buzz word in retail right now. Everyone wants to be “Omni-Channel”. The reasoning for an omni-channel approach is sound. For marketing and merchandising, customers see the same messaging, items, and pricing across all platforms. For inventory and order fulfillment, customers have access to all of your inventory, from stores to DCs.
Omni-Channel is No Cure, Is it Even Symptom Relief?
There are so many advantages to Omni-Channel retailing. But while omni-channel order fulfillment can help you take care of your customers and clear some inventory problems, it can also hide flaws in your demand forecasting system and in your supply chain. Much like over-the-counter cold medicine, omni-channel fulfillment can relieve the symptoms of an ailing replenishment system temporarily, but it can’t cure the underlying problem. Like the common cold, there are many with the ‘magical’ cure but the question you should ask is how did they make the cure if they wrote their base code more than 5 years ago…98% of software is in that category…and all most software does is relieve the symptoms, not a real cure.
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