A new JDA study
reveals an enormous amount of money, energy and time retailers and consumer
goods manufacturers are spending to improve their omni-channel sales
capabilities. While this may not be surprising given the current business
environment, the JDA report reveals an unexpected and disturbing fact: despite
these significant investments, only 16 percent of companies say they can
fulfill omni-channel demand profitably today.
This finding, and others are highlighted in The Omni-Channel Fulfillment Imperative, a
new report prepared for JDA Software Group, Inc. by PwC. This study is based on a global
survey of more than 400 retail and consumer goods CEOs from around the world,
conducted in late 2014.
What is eroding retailers’ margins as they sell and deliver
products across multiple channels? It’s simple: the high cost of fulfilling
orders. A full 67 percent of respondents reported that these costs are growing
as they increase their focus on selling across channels. Survey respondents
reported their highest costs associated with omni-channel selling as:
* Handling returns from online and store
orders (cited by 71 percent of respondents)
* Shipping directly to the customer (67
percent)
* Shipping to the store for customer pick-up (59 percent)
The CEOs in the JDA study recognize that they need to continue
investing in business improvements to enhance their omni-channel performance.
However, reducing the associated logistics costs is not their primary focus.
When asked to rank their top initiatives for improving business operations,
CEOs’ number-one choice (57 percent) was spending capital on creating new
customer experience. Similarly, when asked to rank strategic growth enablers
for the year, reducing/reformatting physical store footprints to focus on
expanding the ecommerce business was the top choice at 53 percent.
“Every time retailers receive an online order, they have a
number of options to fulfill that demand. They can pull the product from a
local store, send it from a centralized warehouse or ship it directly from the
supplier. JDA’s new study demonstrates that most retailers lack the insight to
make these decisions in a profitable manner — and are not sufficiently focused
on this critical capability gap,” said Kevin Iaquinto, chief
marketing officer at JDA. “They need intelligent logistics and fulfillment
solutions that can reveal the hidden costs, and the customer service
trade-offs, associated with every delivery option. In addition, to truly win in
the omni-channel marketplace, retailers need the upfront demand forecasting
tools to make sure products are already distributed across all
locations in a manner that supports profitable delivery.”
While they might not be focused on actions today to create
profitable fulfillment and delivery schemes, the JDA study leaves no doubt that
CEOs are aware of the importance of profitable omni-channel fulfillment to
their future survival. Seventy-one percent of respondents said omni-channel
fulfillment is either a high or a top priority. And these CEOs are planning to
invest an average of 29 percent of their total capital expenditures for 2015 on
improving their omni-channel fulfillment performance.
The fulfillment capability most cited as needing attention was
transportation and logistics, named by 88 percent of CEOs as a priority for the
future. The second capability CEOs will focus on is improving inventory
availability to fill orders, cited by 85 percent.
“Having products available, then finding the most profitable way
to deliver them —are critical activities that lie at the heart of supply chain
excellence,” noted Iaquinto. “The CEOs in the JDA survey clearly understand the
challenges they have ahead of them with regard to fulfillment, and they know
they will have to innovate if they are to be profitable while meeting customer
expectations across channels. The good news is that advanced technology can
help retailers and consumer goods manufacturers master omni-channel
fulfillment. However, until companies fully leverage these solutions, they will
fail to realize positive financial returns on their omni-channel investments.”