Leveraging Channels through All Means: Omnichannel and Challenges Embedded

26-07-2021 14:25:14 Comment(s) By Abir

Omnichannel logistics seems to have become the sine qua non of the contemporary logistics industry. Companies have yoked the online and offline modes of transaction together to offer the consumers seamless buying experience. However, omnichannel logistics has its own pitfalls. 

The technological boom that has accompanied the second and the third decade of the 21st century has empowered the consumers in a far greater way than ever before. In today’s day and age, consumers do not allow themselves to be wallowed in complete darkness about the status of their products. Moreover, the online transactions coupled with the surge of e-commerce has given customers more options than going to the brick-and-mortar store to find that the product they are looking for is not available. Today the world is in their fingertips. They have more channels to explore and the supply chain verticals must capitalize on these options rather than get intimidated by them. They must render the control that the consumers demand out of their transactions. And therefore, omnichannel logistics has emerged as a force to reckon with.


The Trend that Omnichannel Is


In omnichannel logistics, divergent channels of the supply chain network compete with each other to provide a seamless experience to the consumers. The grip of the customer does not let loose after simply buying the product. They demand an authority over the entire process in the form of accountability, visibility and speed. In this cutting-edge competition, if all the processes of supply chain are not tapped in properly, then the organizations lose out on the repeat value of the customers and slowly lose commercial viability. Therefore, they must harness the formidability of marketing, sales and logistics together so that the buyers get an optimum buying experience and come back to them for further transactions, having been gratified. So in simpler words, omnichannel logistics, as the word itself suggests, yoke the online and offline modes of transactions together for a better customer experience.


Omnichannel logistics can manifest in various ways. Be it the traditional mode of transaction from a brick-and-mortar store or an online availability of a certain kind of service or online transaction leading to the logistics providers delivering goods at home or the retailers notifying the customers about products that seemed to be unavailable at certain point of time or a hassle-free reverse logistics; all form of logistical services must be exploited to consolidate the customer base and good will of the company. Companies must ensure that there is a steady flow of goods happening throughout the entire process of the increasingly complex supply chain vertical. Otherwise, imagine the rupture that a company would invite upon its reputation if it has committed itself to a customer and later on finds itself to be helpless due to the unavailability of the product! It can cut more than a sorry figure. Omnichannel logistics has given rise to the phenomenon of next-day or same-day delivery. To fulfill this commitment, companies must work tirelessly and achieve their goals.


An Uphill Path with Fruition at the End


The biggest obstacle of the fulfillment of these goals is a clear vision of KPIs across the tiers or sometimes a complete lack of it. All the parties across the supply chain line must hold on to certain metrics and work together to achieve them. They must have a clear idea pertaining to the transactions that are taking place and the errors embedded in them. The advanced technology in the form of warehouse management system must be utilized to curate actionable data so that the volatile trends of customer behavior and the shortcomings are faithfully tracked, documented, worked upon and rectified. Predictive analytics, artificial intelligence, machine learning and all other forms and degrees of technological advancements need to be channelized properly and shared across the stakeholders using interactive interfaces so that all the parties are cognizant of the trends and are on the same page about what they are doing well and what they need to improve with immediate effect.


Many a times, due to the overt dependence on the hackneyed computing systems such as manual record-keeping, companies are not able to take stock of their inventory. This can pose as a serious hurdle in the accomplishment of larger omnichannel objectives. Therefore, a proper inventory count facilitated by credible WMS or in-house ERP CRM needs to be executed so that the humiliation cum grievance of consumers that companies incur upon themselves can be ruled out majorly.


Reverse logistics is also a sector that is often overlooked but if delved deeply, can take an entire vertical by storm. It is an industry in itself with immense power to influence the sensibility of the customers. Hence, companies should endow the due merit to the reverse logistics it deserves. If the consumers face hassles in the process of returning products, the companies can be sure of the diminution in the customer base.


Conclusive Statement


Finally, while laying stress on the tech boom and the consequences entailed, the supply chain industry must not lose focus on the traditional brick-and-mortar retailers and the offline mode of business. Both the business spheres should go in tandem and should complement each other. Without the proper support and utilization of all the sectors, it is nearly impossible that the logistics industry can thrive. It should present an image of inclusivity where the 3PL service providers would also play a big role. It should have the progressive dynamics wherein big data is used to its hilt; social media campaigning is accredited importance to reach out to paths less trodden and transporters are chosen judiciously so that real-time visibility is maintained throughout the entire life-cycle of the shipments without incurring further expenditure than the one promised to the customers.

Share -
Warehouse Management System, WMS, WMS Solution, Inventory Management, Best Warehouse System, Best WMS, Cheapest WMS, Cheapest Warehouse Management System, Cloud WMS, Cloud Warehouse Management System, WMS Below INR 5000, WMS Below USD 100, Fastest Warehouse Management System, Fastest WMS. Simple WMS, Simple Warehouse Management System, User Friendly WMS, User Friendly Warehouse Management System, Cost-effective WMS Solution, Unlimited User License