Physical assets, such as warehouses and stores, will continue to be valuable in omnichannel strategies but will see their role transform. This is the conclusion of the study “DHL Omni-Channel Logistics Trend Report”, conducted by DHL, which highlights the supply chain and logistics as key to the success of omnichannel and essential to meeting customer expectations.
According to the report, warehouses are taking on more direct, face-to-face customer interactions, while stores are developing micro-warehousing capabilities. The study underscores the importance of delivery to the end customer as an opportunity to improve their experience and reduce shipping costs.
Investing in an omnichannel strategy can be difficult for small retailers, but according to the report, cities and logistics service providers can collaborate in creating shared access platforms. The study states that both the market and consumers recognize that traditional channel approaches are not consistent with current purchasing behavior, which is driving a new approach where all channels, whether physical, online, or mobile, converge into a single integrated point.
The study adds, however, that despite the significant progress made by omnichannel transformation, most companies are still not prepared for it, persisting with approaches that do not meet consumer needs. “ Consumers expect access to information at any time, faster delivery, and a personalized shopping experience. Companies cannot meet this expectation if they continue to use a traditional channel-based approach. An omnichannel strategy is necessary for future success, ” emphasizes Matthias Heugter, Senior Vice President of Strategy, Marketing and Innovation at DHL Customer Solutions and Innovation.
The manager explains that, in the next three years, 90% of the world's population will have access to high-speed internet. In the United States, 70% to 80% of consumers use multiple channels before making a purchase decision, a percentage that is estimated to grow in most global markets.
According to DHL, an omnichannel strategy begins with investing in systems that allow visibility of all inventory across all channels.
