Traditionally, the fulfillment of shoppers’ orders was fairly straightforward. Walk-in traffic to the store was supported by in-store inventory, and catalog, call center, and web traffic orders were supported by the distribution center.
But consumer expectations and behaviors continue to evolve. As a result, order fulfillment is not so straightforward anymore. A retailer’s order fulfillment capabilities must also evolve to stay ahead. But doing so profitably may be the biggest challenge.