Today’s consumers expect a seamless omni-channel experience from every retailer, whether pure-play e-commerce or brick-and-mortar. According to Forrester Research 1 , 71 percent of shoppers expect to view in-store inventory online, while 50 percent expect to buy online and pick up in store. However, most retailers have not operationalized even the basics such as store pickup, cross channel inventory visibility, and store based fulfillment. There is a significant disconnect between what consumers want from retailers and the omni-channel capabilities retailers are prepared to provide.
While providing an omni-channel experience has been on the list of strategic initiatives for retailers for years, executing on that strategy has represented more of a dream than a reality. The solution? According to industry analysts, every retailer should fulfill orders and ship from the store.
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