Logistics has key role in omni-channel transformation

The logistics industry has a significant role to play in the transformation to an omni-channel business model, according to a report by DHL in collaboration with the data analyser IDC Manufacturing Insights.

The DHL Omni-Channel Logistics Trend Report says that most companies are not yet ready for omni-channel; they are persisting with channel-based approaches that cannot meet new consumer demands. Multi-channel retailing aims to optimise the consumer experience in each separate sales channel, whereas the omni-channel approach is holistic, channel-agnostic, and customer-centric. Matthias Heutger, senior vice president strategy, marketing and innovation at DHL Customer Solutions and Innovation, said: “Consumers expect access to information at all times, faster delivery speeds, and a personalised shopping experience. Companies can’t meet these expectations using a traditional channel-based approach. An omni-channel strategy is needed for future success.”

Supply chain and logistics are key enablers for omni-channel success, and are essential for fulfilling customer promises, the report says. “As companies transform their structures, processes, and IT systems to support an omni-channel strategy, logistics providers can facilitate personalised seamless fulfilment options that unlock new levels of operational efficiency and customer satisfaction. “An omni-channel strategy starts with investment in systems to enable full inventory visibility across all channels. Advanced analytics capabilities are required to make proactive, predictive fulfilment decisions. And flexible logistics networks and services ensure seamless product flows between e-commerce supply chains and in-store operations.”