Recent global survey focused on eCommerce retailers in these industry segments: hard goods, soft goods, CPG, e-commerce and grocery verticals, and few related retail and consumer sectors. The objective of the survey was to show Omni-Channel fulfillment challenges. Only 1 out of 5 companies said they can Fulfill Demand Profitably. That’s not all. Here are factors that are keeping decision makers awake:

• Managing transportation and logistics as a fulfillment capability impacts profitability the most.
• Same-day, or next-day delivery easier said than promised.
• Omni-channel fulfillment is sure way to both increase sales and gain market share.

Macy’s is aggressively changing its community outreach to capitalize on millennials’ buying habits. Watch this short narrative:

So what are these companies doing about this challenge?

Improving customer experience. Their #1 focus is investing capital to create innovative experiences, to drive online and offline sales. Strategic growth enablers are reducing and reconfiguring physical store footprints to focus on expanding e-commerce. They have determined that positioning the right inventory close to customer delivery points is the winning formula.

Which team leads this effort?

The choice is between heads of eCommerce/Digital and Supply Chain. Omni-channel stems from digital channels. They understand the competing interplay between increasing sales and meeting customer delivery promises.