![]() And as choice in retail continues to grow, customer loyalty is harder to secure. On-time delivery to the customer’s destination of choice can make or break an opportunity for repeat business, and retailers are increasingly dismayed to discover that one delivery delay can lead customers to purchase from another online merchant.Īs merchants strive to meet customers’ exacting expectations, endlessly chasing Amazon’s same-day/next-day delivery model, many deploy either a multi-channel retail or omni-channel retail distribution strategy to optimize success. Here we explore how the two models vary when it comes to customer experience, and how they’re vastly different when it comes to back-end operations, from warehouse fulfillment centers to shipping delivery timelines. Multi-channel retail centers around the product, placing it in places of prominence, both physical and online, to create more sales opportunities. ![]() The assumption is customers will choose the channel that best meets their needs. The upside? The customer has multiple channels by which to discover and purchase their product, and the retailer has many sales channels at their disposal. The downside? In a multi-channel strategy, all channels may be available, but not all are integrated. Each sales channel is often managed as an independent silo, from order processing to fulfillment and shipping. The customer has separate purchase opportunities, but lacks a seamless purchasing and shipping experience. ![]()
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