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Omnichannel advances drive supply chain innovation

The explosion of e-commerce has consumer packaged goods (CPG) companies rethinking day-to-day processes across their entire enterprise, according to a new white paper from PMMI, The Association for Packaging and Processing Technologies.

Pages From 2019 Omnichannel Retail Wp

The explosion of e-commerce in the last decade has caused consumer packaged goods (CPG) companies to rethink day-to-day processes across their entire enterprise, according to the Omnichannel Retail - Operating Harmoniously in an Integrated Digitally Enabled Supply Chain white paper from PMMI, The Association for Packaging and Processing Technologies.


In the United States, online sales are growing 15 percent a year, compared to just a 1.5 percent increase in overall retail sales, as reported by McKinsey. The U.S. Chamber of Commerce reported Q1 2019 online sales as 10.2 percent of total retail sales, with the market share rising steadily quarter after quarter.

 

With omnichannel, the challenges are even more complex. Omnichannel has come to mean a fully integrated approach to e-commerce and refers to a multiple channel model of selling products. First and foremost, companies within the omnichannel supply chain must adapt to orders coming in from many disparate channels. According to the PMMI white paper, omnichannel companies must become proficient at managing and fulfilling orders simultaneously from many sources, which could include a direct online portal, vendor requests, third-party warehouse and drop-ship orders. 

 

A high level of integration is one of the defining traits of all omnichannel companies. To succeed, omnichannel companies must manage shorter production cycles, keep track of inventory levels across numerous locations and vendors, track packages accurately and externally in real-time and process a high volume of returns.

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