Looking at today’s retail landscape, it’s hard to believe that 20 years ago, the only place most people did their shopping was at a brick-and-mortar store. Fast forward a few decades, and it tells a different story. Technology, globalization, and the fast pace of modern life have changed consumer purchasing habits, shaping the omnichannel retail model we see today. This has enabled businesses to tap into new markets and connect with customers in person and online. Some customers still prefer physically engaging with a product before buying it. Others exclusively buy their items online. And online itself is no longer just an online storefront – it now extends to mobile apps and online marketplaces like Amazon.
While this approach exposes a business to as many customers as possible, it comes with its own challenges, most notably inventory management. The shift towards an integrated shopping experience requires businesses to optimize their inventory management systems to enhance operational efficiency and keep customers happy.
Essentials of omnichannel inventory management
Traditionally, businesses have treated their online and in-store inventories independently. The omnichannel approach integrates the management of inventory across all consumer touchpoints. This ensures a seamless shopping experience where inventory availability is consistently updated across all platforms – be it online, through a mobile app, or in a physical store.
The traditional method leads to inconsistencies when applied to omnichannel retail models, such as an item appearing available online but needing more stock in the physical stores. If a customer has gone all the way to a specific store to buy the product, you can imagine they’d be terribly frustrated to find it out of stock. In fact, this is enough to make most customers angry enough to take their business elsewhere – which means you could lose sales to your competition.
Maintaining accurate and reliable inventory levels across all channels improves customer satisfaction – and we know a business with happy, loyal customers already has a competitive edge in the market. To effectively adopt an omnichannel inventory management approach most businesses will need inventory management software. These high-tech systems update in real-time to give businesses an up-to-date overview of all their sales channels, empowering them to make more strategic decisions, improve their operational efficiency, and reduce the risk of stock-outs or overstock situations.
challenges of omnichannel inventory management
The transition to omnichannel inventory management brings with it a set of challenges that can test even the most established retailer. Here’s a closer look at these challenges and the complexities they add to managing inventory:
Segmented supply chain processes
Traditional supply chains are not designed to handle the demands of omnichannel operations. Each department (like procurement, warehousing, and distribution) may operate independently and need more coordination to provide a holistic view of inventory which can lead to inconsistencies in stock levels reported across different channels.
Lack of inventory visibility
One of the biggest obstacles in omnichannel inventory management is achieving real-time visibility across all channels. In fact, this is nearly impossible to do without a unified system. The problems related to a lack of visibility into inventory are two-fold:
- Businesses don’t make use of existing inventory making stock redundant and lowering profitability
- Businesses don’t plan stock levels optimally across all channels, so some stock is available online but not in-store, and vice versa.
High inventory storage costs
Maintaining inventory in various locations to fulfill omnichannel demands can lead to high storage costs. These costs are further inflated by overstocking due to poor inventory forecasting or under-utilization of existing inventory due to lack of visibility.
Technology integration barriers
Integrating new technology with existing systems can seem impossible. This is largely due to the fact that most legacy systems do not support real-time data sharing or may require substantial customization to do so, which can rapidly increase overhead costs and deployment times. These integration challenges can prevent retailers from achieving the seamless inventory management needed for a true omnichannel experience.
Complex returns management
Handling returns across multiple channels adds another layer of complexity. Omnichannel retailing requires a flexible returns system that can process returns made online or in-store interchangeably.
Demand forecasting accuracy
Retailers are faced with the difficult task of analyzing huge amounts of data from several sources to make accurate forecasts. This requires expertise and specialized tools to achieve the desired outcomes.
Compliance and security issues
An omnichannel approach means a retailer will be handling more data than ever before so it becomes increasingly important to ensure compliance with data protection regulations and secure inventory data across all channels. Any breaches or non-compliance can have significant financial and reputational repercussions.
Inventory Management Software (IMS) plays an important role in addressing these challenges by centralizing inventory data. This:
- Enhances visibility
- Facilitates real-time updates
- Supports advanced analytics for better demand forecasting
- Streamlines returns management
- Helps ensure compliance with various regulatory requirements
Implementing robust IMS solutions is the key to overcoming the operational hurdles of omnichannel inventory management to create a more streamlined, responsive, and cost-effective inventory system.
Core strategies for effective inventory management
Addressing the complexities of omnichannel inventory management requires a strategic approach that combines technology and data analytics for improved visibility. Here are three core strategies that can significantly enhance inventory management effectiveness:
Demand forecasting
Accurate demand forecasting is the key to cracking the omnichannel inventory management code. When a retailer is actively analyzing sales data and monitoring industry trends they can predict future demand more accurately. This approach helps retailers maintain optimal inventory levels by balancing customer demand with avoiding the unnecessary costs of holding excessive stock. Demand forecasting tools can take various factors like seasonal trends and promotions into consideration to build highly accurate forecasts.
Real-Time inventory updates
Using Inventory Management Software to automate inventory updates across all sales channels is a must. Overselling is one of the quickest ways to lose customers’ trust and miss out on future sales, but real-time inventory tracking can prevent this scenario. IMS integrates data across channels to ensure that all points of sale reflect up-to-date inventory levels. This can help retailers respond right away to sudden spikes in demand or a need to restock.
Inventory optimization techniques
Taking a systematic approach to inventory prioritization can further improve omnichannel inventory management. ABC analysis is a popular technique that categorizes inventory items based on their value and turnover rate.
- ‘A’ items are high-value with low sales frequency
- ‘B’ items are moderate in value and frequency
- ‘C’ items are lower in value but higher in sales frequency
This helps businesses allocate their resources and manage each category according to its financial impact and turnover characteristics. By classifying inventory can help retailers reduce their overhead costs and improve cash flow while ensuring that high-demand items are always in stock.
Implementing an omnichannel inventory management system
Successfully implementing an omnichannel inventory management system requires a step-by-step approach to integrate all aspects of a retailer’s operations. Too many businesses have burnt their fingers by jumping in head first without proper planning. Here’s how to avoid implementation failure:
Selection and implementation of strategies
Choosing the right inventory management strategies and software solutions requires understanding the specific needs of the business and its customers. Retailers should consider factors such as the size of their operation, the diversity of their product lines, and the complexity of their distribution networks. It’s important to select software that not only fits the current business model but also has the flexibility to scale as the business grows.
Implementation should follow a phased approach. Retailers should start with a pilot program to test the system in a controlled environment and identify any potential issues before a full rollout. Staff will also need to be trained on how to use the new systems effectively to manage inventory across different channels. It’s also a good idea to have IT support in place to handle any technical issues that might arise during and after implementation.
The importance of careful planning and technology
Let’s examine two stories here:
ASOS, a British online fast-fashion and cosmetic retailer, was once an e-commerce giant but its leap into expanding its sales channels led to its decline. It went ahead with its expansion plans before fully testing its omnichannel inventory management system, resulting in discrepancies in-stock availability and a resultant inability to fulfil customer’s orders. This did not do the company’s reputation any favors and saw their stocks take a massive dip from which they’ve never fully recovered. Poor visibility into their stock also made it difficult to process returns, refunds and exchanges quickly which further damaged customer trust in the business.
On the contrary, Amazon, a global e-commerce retailer and technology company, excels in inventory management across 20 countries, using mobile scanners and wearable tech for real-time stock visibility, ensuring they meet customer demand efficiently. Their success is also due to the Fulfillment by Amazon (FBA) system, sophisticated algorithms, and machine learning for accurate demand forecasting, minimizing overstock or stockouts. Amazon’s investment in automation, like Kiva Systems (now Amazon Robotics), and innovations like Amazon Scout and Prime Air, showcase their commitment to using advanced technology and continuous improvement. Unlike ASOS, which expanded hastily, Amazon’s methodical approach to refining processes and technologies emphasizes the importance of strategic planning and the right technology for effective omnichannel inventory management.
Careful planning and the integration of the right technology can make or break a business. ASOS’s misstep serves as a cautionary tale, while Amazon’s success story showcases the benefits of strategic planning and technological investment. By learning from these examples, businesses can better understand the critical role that planning and technology play in effective inventory management and overall operational success.
Future trends and continuous improvement
Emerging trends such as inventory management systems that offer AI functionality and automated restocking processes are set to improve efficiency and responsiveness in the coming years. These innovations promise to:
- Further streamline inventory management
- Reduce human error
- Adapt more dynamically to changing market conditions and consumer behaviors
Continuously perfecting and adapting inventory management practices plays an important role in helping businesses remain competitive and meet evolving customer expectations. This might require retailers to review their inventory performance regularly, adopt new technologies, or revise existing supply chain strategies.
The shift towards an omnichannel approach in inventory management is non-negotiable for modern retailers hoping to stand any chance of competing in a global marketplace. Integrating automated inventory management and other advanced technologies into their operations can enhance their responsiveness, efficiency, and customer satisfaction levels.
