October 13, 2016
Authored by: Bryan Cave, Carol Osborne and Paula Levitan
Retailers are increasingly under pressure to evaluate their business models and, in particular, the mix of their in-store, online and mobile offerings. Just as there are few pure-play e-tailers, there are very few retailers solely operating a bricks & mortar strategy because today’s customer wants to access their favorite brands in an omnichannel way: browsing online to get a sense of trends, dropping into a store to check the fit and shopping via mobile for impulse or last minute buys. But how do retailers find balance within the omnichannel world?
In our experience working with national and international retailers, getting the online and mobile experience right requires critical focus and serious investment in the three Ds: Distribution, Delivery and Data.
Successful ecommerce platforms require well located (and well managed) distribution centers capable of handling the nearly 24-hour demand profile.
Careful consideration needs to be given to whether an existing distribution