Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

The third step to multichannel commerce

Step 1 = a single, unified product master

Step 2 = a cross-platform, multi-channel order management system

Step 3 = a single view of inventory, updated in near-real-time.

This really is a tall order, because, unless you’ve bought into a major software solution, which has this capability built-in, it’s a pretty complicated process.  You have to set up numerous rules about inventory allocation, updating various channels (do you treat all channels the same or do some channels get priority over other channels).

Many merchants find it difficult (if not counter productive) to try to sell the “last available unit” on a web site, but will sell it from a store or the call center.  However, optimal inventory utilization calls for making inventory available where demand is … so you have to find the right balance for your business.  And it may take you time to get comfortable with all of the implications of this problem.

If you can sell any unit thru any channel, you’re most likely to get the highest value for that unit.  And that is likely one of your objectives.

However — and this bears repeating — synchronizing inventory across multiple channels (especially, if it includes brick & mortar stores) is a tall order.  High five to you, if you’ve put this in place.

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Filed under: Ideas, Opinion, , , ,

One Response

  1. […] Step 3 = a single view of inventory, updated in near-real-time. […]

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