Omnichannel fulfillment enhances the shopping experience for end customers

Omnichannel fulfilment: how does it work?

30 Sep 2022

Omnichannel fulfilment is characterised by a complex logistics environment in which the warehouse is tasked with preparing orders from multiple channels simultaneously and in an integrated way.

Omnichannel fulfilment responds to new market trends: companies must offer an integrated, cohesive shopping experience that’s adapted to the communication channels used by the customer.

What is omnichannel fulfilment?

In recent years, order fulfilment has evolved in line with the emergence of new market trends like e-commerce. And this has resulted in SKU proliferation in the warehouse, boxes as the standard unit load and small but multi-unit orders.

Omnichannel fulfilment is a strategy consisting of collecting and preparing the products ordered by customers through the business’s multiple communication channels. This process should be performed in an integrated way and includes phases such as picking, consolidation and packing, among others.

Omnichannel order fulfilment is a stock management and control strategy that doesn’t separate inventory by channel. Instead, customer orders are prepared regardless of the distribution channel. For instance, when a customer buys a product via a marketplace, the closest distribution centre is instructed to process the order. Once delivered, nevertheless, the customer can return the product through a different sales channel. This could be a physical store, in which case the item would be sent back to the warehouse or to another distribution point.

Omnichannel fulfilment offers customers an integrated shopping experience
Omnichannel fulfilment offers customers an integrated shopping experience

Omnichannel has a direct impact on a company’s logistics planning and configuration. As Professor Joakim Kembro says in his publication Which future path to pick? A contingency approach to omnichannel warehouse configuration, “In the transformation toward omnichannel retailing, the distribution system, particularly the warehouse, is highlighted as a critical component for meeting the demands of customers.”

In omnichannel, as opposed to multichannel, the various communication channels are integrated to provide customers with a unique shopping experience. On a logistics level, the warehouse inventory must also be integrated. This means that all products have to be available to fill the incoming order, irrespective of the channel in which the customer placed the order.

Benefits (and drawbacks) to omnichannel fulfilment

An efficient omnichannel strategy enhances the end customer’s shopping experience. Consequently, it improves companies’ competitiveness. Omnichannel fulfilment brings multiple advantages:

  • Integrated order management: syncing the different sales channels makes for integrated, efficient and error-free order management, no matter the communication channel employed by the customer.
  • Strengthened brand image: responding to omnichannel fulfilment challenges effectively can increase customer satisfaction, expand market volume and improve brand image.
  • Efficient organisation of operations:: the huge number of orders in omnichannel logistics promotes the use of management programs. These ensure integrated process management, eliminate duplications and avoid unnecessary movements in stages like order picking.

However, applying an omnichannel fulfilment strategy also poses a challenge for businesses. That is, they have to adapt their logistics operations to complexities such as picking in the face of SKU proliferation. Against this backdrop, it’s standard practice to replace manual processes with programs and systems that automate operations and reduce the risk of error in omnichannel logistics.

Process digitisation minimises the risk of error in omnichannel fulfilment
Process digitisation minimises the risk of error in omnichannel fulfilment

Logistics flows in omnichannel fulfilment

One of the main difficulties of omnichannel fulfilment is the emergence of new customer relationship management models that break away from the one-way physical point-of-sale-to-customer purchase. The advent of e-commerce and standards like same-day delivery and free product returns further complicate order picking.

These are the main omnichannel logistics flows that impact picking:

  • BOPIS (buy online, pick up in store). The customer places an order at an online point of sale (POS) but picks it up at the closest physical store containing the stock to fill that order.
  • BOSS (buy online, ship-to-store). The customer purchases the product at an online POS but picks it up in a store that doesn’t have it in stock. Thus, the warehouse dispatches the order for delivery to the physical POS closest to the customer.
  • BODFS (buy online, deliver from store). The user buys the good at an online POS, but the order is prepared and dispatched from a physical store (instead of the warehouse).

In addition to these flows, omnichannel logistics involves order fulfilment between a company’s different physical POSs and to alternative delivery points, e.g., smart lockers.

Strategies for effective omnichannel fulfilment

Omnichannel calls for maximum efficiency and coordination between all logistics operations taking place in the warehouse and order processing is no exception. Same-day delivery has made logistics operations more complex. And this has led a growing number of companies to modernise their picking processes and incorporate brick-and-mortar stores as an active part of order fulfilment.

According to the McKinsey report Retail’s need for speed: Unlocking value in omnichannel delivery, “Most fulfilment operations need time to pick and pack deliveries — by itself, that process takes an average of four to eight hours, though best-in-class omnichannel operations can fulfill orders within two hours of customer purchase. [...] To combat these challenges at least partially, most omnichannel retailers already use their stores for fulfilment or pickup. There are clear benefits to using stores, for example, enabling greater overall inventory productivity, quickening speed to customer and avoiding markdowns.”

The main difficulty with omnichannel fulfilment is inventory management. The Deloitte report A road map for omnichannel fulfilment offers a solution: “Retailers can embrace technology that provides inventory visibility.”

Digitisation is key for integrating all order fulfilment processes. It also lets businesses create a unique purchasing experience for customers — regardless of the communication channel used. A warehouse management system (WMS) is an ideal tool for consolidating and optimising omnichannel fulfilment. It gives logistics managers real-time stock visibility, whether it’s stored in the distribution centre, the logistics facility, or a physical POS.


Easy WMS: your ally for omnichannel fulfilment

Easy WMS warehouse management software from Mecalux is an advanced program that coordinates all operations taking place in a facility. This digital program optimises stages such as order picking, syncing warehouse pickers’ tasks, RF scanners and automated systems.

Implementing software like Easy WMS is essential in an omnichannel facility. Among many other functions, it provides logistics managers with accurate information on the status and availability of stock in their company’s various centres and physical POSs.

Want to boost your omnichannel logistics throughput and optimise your picking processes? Be sure to contact us. One of our expert consultants will advise you on the best solution for your organisation.

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