2015-11-02-奥纬咨询-Omnichannel_Logistics_8页_332kb

OMNICHANNEL LOGISTICS COUNTERING AMAZON

E-commerce is in exponential growth, with Amazon being a key player driving customer convenience through logistics. However, not all e-commerce segments are growing at the same rate; for example, entertainment and clothing are maturing, while sectors like automotive and edible grocery are emerging.

Traditional retail is evolving through omnichannel strategies, blending online and offline channels to compete with pure e-commerce. This involves integrating various touchpoints to offer seamless experiences, such as testing products offline or customizing them online, enabling returns, and providing localized services.

To succeed omnichannel, retailers must develop sophisticated logistics capabilities. Key challenges include:

• Deciding where to store inventory (closer to storefronts, in regional warehouses, or made-to-order).
• Optimizing fulfillment to reduce costs and ensure efficient delivery, possibly using in-store pickup, returns, and localized services.
• Balancing speed, customization, and lower costs across diverse product categories (e.g., fashion vs. groceries).

Omnichannel logistics requires:

• Integrated inventory across physical and digital channels.
• Real-time tracking and visibility.
• Efficient return management.
• Supporting value-added services like customization, assembly, quick delivery, and installation.

Ultimately, retailers must build robust supply chains that are aligned with customer expectations and target market segments to counter Amazon’s influence. This involves leveraging existing offline strengths, optimizing processes, and utilizing technology to streamline operations.