What is Omnichannel?
Omnichannel is a sales and marketing strategy that offers customers a seamless and integrated shopping experience across multiple channels: physical stores, online stores (e-commerce), mobile apps, and social media. Unlike the Multichannel model, where channels operate in isolation, in Omnichannel all touchpoints are synchronized.
What is the Big Challenge for WMS?
For an Omnichannel strategy to be successful, the WMS is the heart of the operation, ensuring Unified Stock Visibility:
Unified Stock
The system must inform in real-time that a sweater sold in the Lisbon store is no longer available for the customer browsing the website in Porto.
Ship-from-Store
The WMS allows physical stores to function as small distribution centers, optimizing online order delivery.
Click & Collect (In-Store Pickup)
The system manages product reservation in the warehouse or store so the customer can pick it up in minutes.
Competitive Advantage
An omnichannel-ready WMS eliminates "false" stockouts and prevents order cancellations, radically increasing end-customer satisfaction.