JACKSONVILLE, Fla., Dec. 8, 2010 /PRNewswire/ -- One of the many results that the Great Recession has provided most distributors around the country is the requirement to 'do more with less.' Since businesses are asking more of their employees, then they are also demanding much more from their Supply Chain. So while the business environment demands change, many companies are being very careful with how they commit their valuable cash reserves to improve their Supply Chain and stay ahead of the ever changing business environment.
Combining the challenging economic climate with the changing face of the American consumer, and then adding the growing E-commerce, or direct-to-consumer sales channel to the existing wholesale or retail store fulfillment channels, distributors are not short on challenges to tackle. Many companies are asking their distribution networks to absorb additional markets and continue exceeding customer satisfaction without adding real estate. The concept of Multi-Channel Distribution under one roof is not new, but the demands to meet the customer service levels while experiencing growth is straining even the best of networks.
What is Multi-Channel Distribution?
While Multiple Channel Distribution often refers to a company's sales and marketing strategy, we will explore the aspects of Multi-Channel Distribution within the four walls of the warehouse – one critical link in your Supply Chain. To continue growing in today's challenging economic climate, many companies are looking at new ways to reach their customers or develop new market segments. They look to distribute their products using multiple channels involving: traditional store fronts, mail, phone and electronic mediums (often labeled E-commerce). One of the challenges of developing a multiple channel sales and marketing network is aligning both the external and internal elements of the Supply Chain with the customer service expectations. Traditionally, the warehouse or distribution center operations have been the most overlooked and least understood link in the Supply Chain.
The internet provides the average consumer with more product information than ever before, making the marketplace more competitive. Price is no longer the major consumer influencer; product availability, order accuracy, and delivery time have become equal in the eyes of the consumer.
To view the full white paper by Brad Radcliffe, please visit http://www.trifactor.com/Material-Handling-White-Papers/Multi-Channel-Fulfillment