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Omni-Channel Essay

879 Words4 Pages

The internet coupled with the development of mobile devices has revolutionised the Indian retail sector. The $11 billion internet market has provided access to customers to shop anywhere anytime, with access to multiple sources of product information including- in-store displays, retailer websites, online review sites, online marketplaces and social media. This system of retailing, known as Omni-channel, enables customers to purchase products across the multiple channels along their shopping journey.
Being unconstrained by physical location, Omni-channel consumers are able to access a wider range of brands and products. For instance, consumers in rural areas can shop with retailers who otherwise only have a physical presence in larger cities.
Today, Omni-channel retailing is slowly catching the fancy of Indian retailers, as more and more consumers are embracing digital …show more content…

The front-end changes need the support of a true commerce-ready enterprise, and that includes inventory, transportation logistics, warehouse management and mobile selling tools.

Challenges Faced?
One of the key challenges retailers who embark on Omni-channel initiatives encounter is that of establishing a unified organisation strategy and roadmap. Retailers need to bring together different functions for this. Multiple functions – merchandising, supply chain, stores, and marketing – will undergo changes in operations and will need to adapt.
The goal is to sell anything, anywhere, on any platform, with advanced personalization. Customers expect it, and retailers know that the roadmap is key. The starting point can be anywhere – because where you begin is less important than having an end-to-end vision:
• The ability to transact with any payment method
• The ability to use any fulfilment method
• Efficient, mobile-based inventory management
• Mobile store fulfilment

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