As the systems and processes are in silos, it is very difficult for retail businesses to deliver a truly satisfying customer experience. Retailers need to rely not only on technology but also on processes to enable omni-channel. In the midst of this evolution, retailers cannot afford to sit back when it comes to transforming their business to omni-channel, as the technologies that were cutting-edge last year could be obsolete soon.
Instead of carrying on with ad hoc systems and processes, retailers need to adopt a holistic approach to make their business omni-channel. Regardless of the channel used by a shopper to make a purchase, retail systems and processes should enable a smooth transaction experience. In other words, the systems and processes must be well integrated to help retailers support a channel-agnostic order and experience.
Necessarily, retailers need to develop new techniques and processes in this new omni-channel world:
- Having a single view of the customer across all channels to be able to offer timely and relevant promotions
- Initiating the best possible omni-channel fulfillment decision intelligently, at the moment of the sale to make maximum profit
- Planning for and managing inventory right and ensuring it is in the right place at the right time
- Communicating the details of multiple shipments clearly when fulfilling a single order
- Monitoring performance when shipping from a store, just as when shipping from a centralized warehouse
Needless to say, investing hundreds of thousands of dollars in technology that will be outdated in a year or two will be counter-productive for the business. Instead, retail owners must scale their investments and protect against obsolescence. Retailers require the ability to determine the technology that has a staying power when it comes to omni-channel, some of them being mobile POS, mobile wallet, omni-channel order management, queue busting and so on.
