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stay ahead of the game and continue to meet customer expectations, they should treat their multiple channels in the same way too. For businesses, this means that those who fail to invest in omnichannel fulfilment will be quickly left behind by consumers in favour of easier and more convenient options. Despite the many advantages that


A fully fulfilment By


Jane Smith, business development manager at CML


omnichannel retail brings, high return rates for online orders and the associated cost, plus potential delays in fulfilment and pick errors, mean that it can often prove to be a drain on profits for retailers when not properly implemented. To avoid this, it’s important that businesses take a close look at their operations to ensure the highest levels of efficiency across the network, allowing them to minimise the impact of these events on their bottom line.


CUSTOMER EXPERIENCE COMES FIRST One of the fastest ways to create dissatisfied customers is to over-promise and under- deliver when it comes to products or services. Omnichannel fulfilment is becoming increasingly important for retailers, but businesses need to be fully prepared and have realistic expectations about what they are able to deliver to avoid creating a disappointing experience for customers.


s far as consumers are concerned, they’re buying from a single retailer and each of these channels are one in the same. If retailers want to


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