In the omnichannel scenario that is emerging, the supply chain is increasingly becoming the key for integrating the different channels and allowing a common inventory. This, according to Franck Lheureux, GVP South & CE Europe of JDA, who we met at the Word Retail Congress, is the critical factor of greatest impact for retail. Closer integration of eCommerce, order management and all the elements of the supply chain will be vital to provide better customer service, thanks to greater responsiveness and, at the same time, improved business efficiency.
The main issue for retailers is to monitor the various channels, making products arrive at the customer in a profitable manner. “Profitability is the mantra for retailers”.
Also the time factor is crucial in the organisation of the supply chain, because cycles are accelerating. “Today, time is measured in instants – says Lheureux – and is important for profitability in the management of customer demand. Since it is necessary to instantly respond to customer orders, the inventory must be available exactly where and when the customer expects the product to be delivered”.
In this process, also stores must change: the shopping experience must be enhanced and they must become places of pleasant experience in themselves. “If you do not emotionally connect the customer with the brand, if you do not create interactivity, you risk losing brand equity and consequently consumers,” underlines Lheureux.
