3 minutos de lectura 1 jun. 2016
A crosswalk

How companies can crack the omni-channel supply chain code

3 minutos de lectura 1 jun. 2016

Mostrar recursos

  • Omni-channel infographic (pdf)

  • 为适应未来的全渠道模式 重建供应链 (pdf)

Re-engineering supply chains for omni-channel is a big growth driver, but achieving it means employing the right strategy.

With the explosion of new consumer choices in both online and offline shopping, many retail and consumer products companies are evolving their supply chain strategies to deliver against the demands that omni-channel (any time, any place) requires of the consumer value chain. As companies engage new systems, executing the right strategic choices is critical.

We teamed with the Consumer Goods Forum’s (CGF) Supply Chain Committee to understand the impact of omni-channel on the supply chain in the retail and consumer goods sector, and recommend how companies can deliver on the opportunity that omni-channel presents.

Case for change

We know that omni-channel is the critical driver for growth. It represents the biggest growth opportunity for the consumer goods and retail industry.

Along with the Consumer Goods Forum Supply Chain Committee, we carried out a survey of 42 senior supply chain executives from the world’s largest consumer goods and retail companies. The key findings from the survey revealed:

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Embracing omni-channel and embedding it in strategy

Executing an omni-channel strategy is highly challenging. Companies can no longer afford to manage their channel strategies in silos or bolt on new channels without integrating them.

To succeed, companies must embrace omni-channel and ensure that it is fully embedded in their overall corporate strategy and organizational culture.



Only this percentage of respondents have omni-channel embedded in their strategy.

Key takeaways
  • Omni-channel is critical, but only 40% of respondents think their current execution is effective.
  • A consumer-centric end-to-end approach to omni-channel is vital.
  • Strong leadership is required to manage the transition, but many companies consider this to be lacking.
3 questions for management
  1. What does the consumer really want (products/service/channels)?
  2. Is omni-channel a strategic imperative rather than a “me too” strategy?
  3. Are we really thinking end-to-end with one view of the consumer?

Creating the agile and responsive omni-channel supply chain

In recent years, many companies have sought to maximize their supply chain efficiency by stripping out redundancy and reducing costs where they can. However, the transition to omni-channel challenges this single-minded focus on efficiency and requires a new level of responsiveness.



Only this percentage has the required agile, responsive omni supply chain.

Key takeaways
  • A segmented supply chain and inventory model helps to strike the balance between agility and efficiency.
  • Compete for the requirements of tomorrow, not today.
  • Careful analysis of the assortment by channel is critical to success.
3 questions for management
  1. Which customers should be served with which product?
  2. Where must we provide supply chain efficiency vs. agility?
  3. How will the supply chain network design need to adapt with increasing omni-channel fulfillment?

Providing seamless data visibility and actionable insight



IT systems and capabilities must enable seamless end-to-end visibility, yet only this percentage achieve that.

Key takeaways
  • Close collaboration between manufacturers and retailers is critical.
  • Exploit big data to make a step change in forecasting and demand-sensing outcomes.
  • Integrate IT to provide a single view of the customer and to provide seamless fulfillment.
3 questions for management
  1. Are you collaborating with key suppliers and customers to share forecast and sales data?
  2. Is the data available being properly exploited to provide real consumer insights and purchasing preferences and to enhance forecasts?
  3. Is the data and IT being combined to provide a single view of the consumer and provide seamless fulfillment?


The consumer goods sector is implementing omni-channel strategies by working closely with manufacturers to address core questions including data use, supply chain agility, and consumer needs.