Gartner Research

Survey Analysis: Multichannel Retail and Consumer Product Companies Must Reinvent Their Processes to Boost Profits and Gain a Competitive Edge

Published: 22 January 2015

ID: G00270256

Analyst(s): Lucie Draper, Tom Enright , Michael Dominy


Retailers, wholesalers, distributors and manufacturers vie for customers by adding order and return fulfillment options; however, this reactive approach will jeopardize profitability. A recent Gartner survey suggests supply chain leaders in multichannel operations should rethink their game plans.

Table Of Contents

Survey Objective

Data Insights

  • Companies Are Adding Channels and Services, but Are Not Keeping Up With Consumer Expectations for Choice and Seamlessness
    • Fulfillment Services Vary by Product and Location
    • Sellers Plan to Remove Consumer Obstacles by Investing in Ways to Manage Returns Across Channels
    • Limited Online Product Assortment Will Deter Sales Growth
  • Without Integration and Automation, Multichannel Companies Underperform
    • Online Order Fulfillment Lead Times Are Increasing
    • Inadequate Reverse Logistics Efforts Are Costing Companies Money
    • Companies Lack Visibility and Flexibility for Effective Cross-Channel Inventory Management
  • Consistent Views on the Many Important Issues to Be Addressed
  • Action Items for Supply Chain Leaders of Multichannel Operations
  • Methodology

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