What Is Omnichannel Fulfilment?

Want to learn more about omnichannel fulfilment and how it can help your business flourish? This article outlines the solution and how it differs from multichannel order fulfilment management. 

What Is Omnichannel Fulfilment?

Omnichannel order fulfilment is an order management strategy we offer here at Whistl. It enables businesses to handle orders across various sales channels to create a more efficient, centralised customer experience. These channels include in-person stores, email, social media platforms, and mobile applications.

Omnichannel fulfilment strives to allow customers to communicate with your business in their preferred way, whether in person, digitally, or both.

Some omnichannel order fulfilment logistics strategies include:

• Click-and-collect
• Ship-from-store
• Ship-to-store
• In-app purchases
• Third-party marketplace integration
• Third-party logistics

Learn more about how order fulfilment works.

​​​​​​What Is a Multichannel Fulfilment Order?

A multichannel fulfilment order describes the process of fulfilling orders that come from multiple platforms or sales channels. These orders are managed independently on different channels, such as websites, apps, and in-store. To make this process more efficient, you can invest in multichannel order fulfilment software and customer service.

What is the difference between multichannel and omnichannel fulfilment?

Though they often get confused, omnichannel and multichannel order fulfilment platforms have a key difference. Multichannel order fulfilment involves using independent channels and reaching customers across various platforms, while omnichannel is all about creating a more cohesive and integrated experience that connects all platforms.

Your chosen service depends on your business, goals, and long-term vision. If you believe you can scale up to omnichannel, it’s certainly worth the investment for its benefits, which we will cover later in the article. However, a multichannel platform may help you manage different touchpoints without overcomplicating things if you're starting or managing a small-scale company.

Enquire about our omnichannel fulfilment services.

How Omnichannel Order Fulfilment Logistics Work

Omnichannel order fulfilment integrates multiple sales channels so consumers can shop wherever they want and still receive the same cohesive experience. Below, we’ve broken down how omnichannel fulfilment typically works to put things into perspective.

Establish multiple sales channels.

Those investing in an omnichannel fulfilment approach will make their products or services available through various sales channels, such as a physical shop, a mobile application, Google Shopping, and a website. The brand experience, including visual design, customer service, and product information, remains the same across all channels.

Inventory management

Inventory management is tracked, ensuring that all available products can be managed across the various channels. This means that inventory can continuously be monitored accurately. Find out more in our guide to inventory management.

Order processing

When a consumer orders a product or service, this information is delivered to the central system, so there is no risk of the product being sold elsewhere if it is out of stock.

Order fulfilment

Orders are fulfilled similarly, regardless of where they were purchased. Customers may be asked to choose where they would like to receive their order, such as in-store or at home. To maintain customer satisfaction, orders are fulfilled consistently, no matter how often or where they communicate with the business. Each order receives the same real-time updates.

Returns management

If, for any reason, the order needs to be returned or exchanged, the process is consistent across every single channel.

Monitoring results and improvements

To ensure the omnichannel experience runs smoothly, a team member monitors the data, gathers feedback, and improves as necessary. Analytics can guide new approaches to inventory management, customer service, marketing, and more, whether you’re a B2B or B2C company.

Benefits of Omnichannel Order Fulfilment

There are many benefits your business can enjoy from investing in omnichannel order fulfilment, including:

1.     Enhanced operational efficiency

If you want to ramp up your operational efficiencies, omnichannel order fulfilment logistics can help. Once you’ve invested in a cohesive platform, you can discover how easy it is to carry out tasks from picking and packing to fulfilling accurate deliveries and maintaining high-quality customer service.

2.     Slashed costs

By using an integrated fulfilment process, your business can stop wasting time and money on hybrid approaches, such as putting effort into setting up a physical warehouse. You can leverage Whistl’s existing resources, including warehouses, meaning you can enjoy providing a seamless customer journey without the burden of managing your infrastructure.

3.     Boost customer satisfaction

Happy customers equal a happy business, so reach those high expectations and deliver a better and more seamless experience today. Omnichannel solutions can assist you by catering to a wide range of customer requirements; customers can now shop how they want, when they want, and where they want while receiving the same fantastic customer service. And don’t forget – with increased satisfaction comes customer retention and loyalty, which could increase your sales for years.

4.     Elevate sales

Not only do you have the power to increase sales with old customers, but you can also increase sales with new customers by making the process as convenient and straightforward as possible.

5.     Embrace various fulfilment options

Omnichannel fulfilment caters to more flexible needs, meaning you can process and deliver your goods through multiple methods. Whether you need to get your products from your store to the customer or from your warehouse to your store, omnichannel integrations have you covered.

6.     Free up your resources

By saving you precious money and time, omnichannel order fulfilment can direct your resources to other aspects of your core business activities, from marketing and sales to research and product development. This will make your brand bigger and better in the long run.

Challenges of Omnichannel Fulfilment

At Whistl, we take these challenges into account when setting up your strategy and put measures in place to avoid them:

• Supply chain disruptions

Managing your supply chain can be challenging, especially during peak periods or unexpected disruptions. However, Whistl offers diverse delivery options and streamlined end-to-end tracking solutions so your business can continue fulfilling orders even in demanding circumstances while increasing customer transparency.

• Scalability

If you have had challenges scaling your business, partnering with Whistl could be the solution. Whistl offers flexible logistics solutions to help you grow as needed without overloading your existing infrastructure or requiring you to hire in-house talent.

• Outdated technology

One factor holding many companies back is outdated technology, which makes it challenging to keep up with orders in an omnichannel fulfilment approach. Fortunately, Whilst employing advanced technology integrations, you can always keep up with customer demand, stay ahead of the game, and keep everyone informed.

Check out more benefits of order fulfilment services.

Omnichannel Fulfilment Best Practices

Want to know how our team masters omnichannel order fulfilment logistics? Please take a look at our top tips below.

1. Centralise your inventory management

Centralising your inventory management will minimise confusion and ensure real-time stock visibility.

2. Invest in the right technology integrations

Always invest in advanced technology and integrations to maximise efficiencies across channels and keep your omnichannel approach running as smoothly as possible.

3. Keep pricing consistent

Whether customers purchase on your app or in-store, create a unified pricing and promotions strategy to avoid consumer confusion and annoyance.

4. Streamline the returns process

Making the returns process simple can boost customer satisfaction and trust. It can even keep people coming back for more!

5. Focus on customer service

Prioritise your customer service by providing high-quality omnichannel contact centre support. This may spark customer retention and loyalty.

6. Provide a consistent shopping experience

Regardless of where your customers shop, they should be treated the same. This means that your product information and branding must be consistent, as well as customer service across all channels. This means that staff should be trained to adapt to your brand values and recall product details, ensuring customers can enjoy the same high-quality experience whenever and wherever they need assistance.

7. Provide various fulfilment methods

Offer multiple fulfilment methods, from next-day delivery to regular shipping, to cater to a broad spectrum of customers' wants and needs.

8. Keep customers informed

If customers have placed an order with you, elevate trust and confidence by informing them of order status updates. Be as transparent as possible and take full advantage of Whistl’s end-to-end tracking to get your customers onboard.

9. Offer a customised experience

Use your customers’ data to make personalised product recommendations and targeted promotions, making customers feel more valued and likelier to convert.

10. Improve as needed!

Monitor your omnichannel approach with key metrics like customer satisfaction and fulfilment process speed. Data-driven insights can help you uncover areas for improvement.

Partner with Whisl for Omnichannel Fulfilment Sevices 

Now that you know more about omnichannel fulfilment and how it differs from multichannel order fulfilment, partner with Whistl fulfilment solutions to leverage its benefits. 

You can also explore our full range of fulfilment services, including subscriptions and eCommerce fulfilment, to ensure your business embraces everything it needs to excel. Partner with Whistl today.