Omnichannel

Retailers reap omnichannel benefits but challenges in play

Adobe Stock

August 9, 2023

While nearly 60% of retailers describe omnichannel fulfillment as important, and benefits are being gained, they are also confused about potential and are facing obstacles.

Those are top findings from a survey released by Deposco, an omnichannel fulfillment supply chain application provider, and studioID, on omnichannel readiness, investment and selecting retail management software.

Additional findings include:

• When asked about the status of their omnichannel fulfillment, 25% indicated complete satisfaction.
• Among the survey respondents currently investing in omnichannel fulfillment, 59% are achieving greater customer reach.
• Over one-third named lack of time and resources as their biggest deployment challenge. Nearly one-quarter of respondents cited a lack of in-house tech expertise as a barrier to adoption. Meanwhile, 21% get by with manual processes and say there isn't a pressing need for fulfillment solutions yet.
• Respondents identified three main areas they need to improve: 37% want to personalize the online experience better, 21% want to bring a more human element to the online experience and 29% want to improve the in-store experience with technology.

"Retailers that don't see the value of omnichannel now will eventually experience growing pains as the evolution picks up speed," Will Lovatt, general manager and vice president at Deposco, said in a press release. "When their customers pull them toward it, they'll have to respond." But it's never too late to start prioritizing omnichannel fulfillment, he continued. "If you've got a brand that a customer wants to buy, then they'll buy it where and how they want to buy it, and you better be present and ready to sell it."