As online orders are becoming a more important part of many retailers’ business, how those online orders are fulfilled is increasing in importance.
Many organizations take an omni-channel approach. In this approach, regardless of the purchase method used (online from desktop or mobile device, social media selling, or brick and mortar), the experience is seamless. The various methods are combined together to work with each other so that the customer experience is similar.
Another approach is multi-channel. In this case, the retailer is selling through a variety of approaches, with each operating separately.
One approach for online orders is to use fulfillment centers. Fulfillment centers have changed from the traditional warehouse primarily dealing with pallets shipments to and from the warehouse. Today’s fulfillment center ships out individual orders to customers.
Because of all these differences, a variety of approaches are being used. For example, Home Depot has decided that a fulfillment center should be used for professional customers and large consumer orders of lumber. Its Dallas fulfillment center will serve a 75-mile radius with flat-bed delivery. It also has the ability to receive rail cars.
Hy-Vee is using a different approach. The Continue reading