Key strategies for success in the omni channel fulfillment market

A lot of retailers fail to pacify their operations in pace with the evolving trends in the eCommerce market as well as the rising demands of the eCommerce customers. Due to this, the margins from the direct to customer channels are at a high risk of falling short of expectations. Fulfillment is often at the heart of such problems.  

The customers of today who make a purchase from an online source have helped in redefining the fulfillment landscape since a dozen of more channel variations has emerged in the past few years. With the rise in evolution, it becomes important to carefully plan and manage the Omni-channel fulfillment program of the company. But what is Omni-channel? Let’s find out!

What is Omni-Channel?

Omni has been derived from the word Omnis that means universal or all. So, Omni-Channel means a multi-channel approach to sales which aims to provide the customers with a seamless shopping experience irrespective of where the customer is shopping from. Meaning, whether the customer is shopping from a brick and mortar store, a mobile application or a desktop website, the experience he gets ought to be flawless.

Benefits of Omni-Channel Fulfillment

When properly executed and seamlessly enabled, the Omni-channel fulfillment strategy can reap in several significant benefits to your customers and retail companies.

  • Improvement in the rate of Customer satisfaction
  • Avoidance of capital investment and repurposing
  • Better delivery mechanism – right product at the right place at the right time
  • Improvement in the revenue performance
  • Reduced number of back orders and stock outs
  • Savings in transportation cost
  • Retail store morale improvements
  • Store productivity gains via in-store pick up and shipment from store
  • Gains in inventory productivity by leveraging of inventory across different channels

Key Strategies for success in the Omni-Channel Fulfillment Market

Now, that you are aware of the multitude of benefits Omni-Channel Fulfillment Market can bring it is important for you to know and understand the strategies so as to find success in the Omni-channel fulfillment market. Here we have compiled 4 key strategies that will serve as a guide for both software suppliers and practitioners to continually grow in the market and evolve to best satiate the customers.

Growth in eCommerce

The paradigm shift seen in the current Omni-Channel retail is largely driven by the out-pour in the eCommerce. This is arguably the most vital supply chance management trend that has come up in the past one decade. Ever since the advent of the internet, the brick and mortar sales have been relatively flat whereas the digital sales are growing progressively.  This trend in eCommerce is indeed stimulating interest in technology so as to modernize and streamline order fulfillment.

Adequate Investment in Fulfillment Technology

Despite the fact that eCommerce is growing at a soaring rate there is not enough investment where it needs to be. There are several technologies such as DOM, TMS and demand planning that are still not utilized optimally. Had these been utilized to their full potential companies would have undoubtedly become a lot more efficient by allocating the inventory to warehouses, stores and the distribution centers thereby efficiently, effectively and reliably moving the freight from the source to the destination. It also involves capturing of the necessary information in the order management process across every relevant channel.  

Don’t limit the innovation

Innovation is one of the most important aspects of expanding the current footprint of the Omni-Channel Fulfilment market. Companies need to keep seeking new technologies and innovations so as to keep pace with the changes happening in the market. The crowd-sourced options for delivery are indeed a cost effective option for home delivery, however, these solutions haven’t been explored enough. Several companies are waiting eagerly to find out how the companies pan out but the key emphasis needs to be on taking bold moves backed with high reward potential. This means that there is a plenty of white space that can be well utilized by the suppliers. It can be catered to by way of acquisitions or new and improved solutions.

Focus on Markets with higher growth potential

It is believed that the Omni-Channel Fulfilment market will showcase a phenomenal growth by crossing over $3.7 billion by the beginning of the year 2020. To be able to achieve this objective, companies need to focus largely on the markets that depict higher growth potential. For this, the companies must research all the Tier 2 and 3 markets. With most of the key players targeting the Tier 1 market, there are several small and mid-sized companies that are venturing into the Omni-channel world. The customers of the second and third tier market will definitely claim a share in the market thereby providing ample growth prospects for suppliers.  

Final Say

This new paradigm of Omni-Channel Fulfillment market is here to stay. So all the software suppliers, as well as the practitioners, must find ways and means to establish themselves in the market, else they’ll lag behind. For this, investment in technology, targeting the markets with high growth potential like the Tier 2 and Tier 3 retailers, investment in innovation and finally keeping pace with expanding eCommerce is mandatory.  

ShipRocket is India’s best logistics software, which offers you automated shipping solution. Using this, you can ship anywhere in India and abroad using the best courier company and at discounted rates. For any issues with the content, you can write to us on



  1. Shalini Bisht Reply

    Hi, Thanks for the applaud, we’re glad you liked this article.

  2. Shalini Bisht Reply

    Hi, thanks for the applaud we’re glad you liked this article. Stay tuned to learn more about shipping facts & trends.

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