Retailers must commit to omni-channel in 2015: Study

09 Jan '15
2 min read

Retailers must view 2015 as the year when omni-channel commitments becomes the priority, says a new ecommerce study conducted by Shopatron, a leading provider of cloud-based distributed order management.
 
The study found that 59 per cent of retailers surveyed said they did not have plans in New Year to deploy new order fulfillment solutions like ship-from-store or in-store pickup.
 
The study also revealed that 71 per cent of retailers surveyed said they do not have a position in their company with ‘omni-channel’ in the title. In fact, many retailers have put off implementing an enterprise-grade order management system because of the high investment costs, lack of integration with existing systems and the lack of time and resources dedicated to deployment.
 
“Cloud-based distributed order management removes those barriers of cost, allowing API integration with retailers’ existing systems, and deployment of a scalable solution within 90 days,” said Ed Stevens, founder and CEO, Shopatron. 
 
According to the report, brand distributors, dealers and retailers should not fear direct-to-consumer brand sales, provided the brands share customer orders with them. About 57 per cent of those surveyed said that they would like the brands to send them orders to fulfill. Respondents were also not averse to brands selling their products on eBay and other marketplaces, as long as the dealer and retailers share in the benefits of those orders and customers.
 
“There is a very significant opportunity for retailers and brands to offer direct-to-consumer order fulfillment options. For brands, it is an easy way to drive online sales, and for retailers it is the perfect opportunity to strengthen their relationships with customers because you are getting their online orders to them quickly with the possibility to have a paying customer in the store,” said Stevens.
 
“Retailers need to know that they are at a critical point where they need to commit to omni-channel, now. It’s no longer in-store or online, it’s in-store with online,” he adds. (RKS)
 

Fibre2fashion News Desk - India

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