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Omnichannel Strategies and Corresponding Supply Chain Strategies

Omnichannel strategies are now the norm for companies around the world. Consumers in the digital world have become increasingly channel-agnostic and tend to expect the same behavior from their brands across all of those channels. Disconnects between those channels mean that the consumer is likely to lose their connection with the brand. Unfortunately, marketing departments tend to segregate their channels since they believe it makes them easier to manage. The problem arises where brands have to offer a single unified message to their consumers yet are impeded by the software resources they rely on.

Therefore, the digital age requires an omnichannel marketing strategy that ties all of these disparate channels together. The company can then be sure that its representation among all channels remains constant. This unified front, in turn, results in less confusion from the consumers. Here, we’ll examine some of these omnichannel strategies and the corresponding supply chain strategies that work well together.

1. Mobile Commerce

The amount of mobile users has gone up significantly since the turn of the decade. Thanks to such deep mobile penetration and a focus on mobile marketing, users are more willing to engage on a mobile platform with brands. The “instant solution” model that focuses on digital goods and services delivery has created a class of consumers that believes everything should be done “now.” To deal with this type of consumer, a business needs to adopt a flexible, segmented, and responsive supply chain paradigm. Therefore, the business’s supply chain should be focused on supporting multiple delivery types that can be used through numerous channels.

2.   The Online-Offline Store Approach

One of the benefits that digital marketing has brought to the retail industry is the easy production and management of inventories. Shop pages allow users to browse at their leisure and choose goods that they want from the visual storefront. However, the inadvertent downside of this approach is that fewer consumers visit the brick-and-mortar store. How does a business that wants to keep its real-world storefront operating contend with an online store? Visibility and efficiency in the real world are the best solution to this problem. Efficiency comes from the in-store experience. No buyer wants their time to be wasted and efficient use of client time comes from their experience within the store. Visibility corresponds with the real-time inventory on shelves. Buyers can impulse purchase at will, not having to wait until delivery to get their product.

Just the Tip of the Iceberg

SAP offers clients many options to work within their supply chain and tie their customer relationships to their business goals. Very few suites provide a “one-stop-shop” for supply chain management, customer relationship management, and even financial recording and reporting. What’s more, SAP offers an analytics engine that takes all these factors into account. Data scientists using the collected information from all of these sources can develop insights that make the company more efficient. This research results in a better bottom line overall. It doesn’t matter if you’re selling cars or smartwatches; SAP’s got your omnichannel needs covered for your entire supply chain.

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