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E-commerce Trends and Omnichannel Success

Compliance with hygiene measures and barrier gestures will lead to increased costs and reduced productivity for larger stores, which are already facing a downward trend in demand. E-commerce revenue gains are expected to persist, necessitating improvements in supply chain structures and omnichannel management to retain customers. The crisis has emphasized the importance of technological skills, supplier relationships, and corporate social responsibility in the FMCG sector.

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Oladipo Majekodunmi
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4 views1 page

E-commerce Trends and Omnichannel Success

Compliance with hygiene measures and barrier gestures will lead to increased costs and reduced productivity for larger stores, which are already facing a downward trend in demand. E-commerce revenue gains are expected to persist, necessitating improvements in supply chain structures and omnichannel management to retain customers. The crisis has emphasized the importance of technological skills, supplier relationships, and corporate social responsibility in the FMCG sector.

Uploaded by

Oladipo Majekodunmi
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as TXT, PDF, TXT or read online on Scribd

but compliance with hygiene measures and barrier gestures will result in

increased costs and reduced productivity. The downward trend in demand


that has been going on for some years now for these larger stores will also
contribute to this reduction, which future automation will hardly be able to
compensate for. On the other hand, the revenue gains in e-commerce can
be maintained in the longer term, since they are part of an active trend 5
already well before the crisis. But to retain e-commerce customers,
conquered by necessity during the lockdown, retailers will have to improve
the structures of their supply chain and the organization of teams in store
and warehouse. The growing consumer demand will make the adoption of
e-commerce systems in addition to stores (multichannel) a survival
condition for all distributors, and will make skills in" omnichannel " (the
integrated management of different channels) an increasingly important
critical factor of success (Cao & Li 2015). It is through the integration and
synergies of the different channels that it will be possible to ensure
consumers a perceived coherent offer and a fluid and “seamless " service
experience (Verhoef et al., 2015 Shen et al., 2018). To gain, or even maintain,
competitive advantages in omnichannel, technological skills, in big data,
logistics and merchandising have now become very important and will be
increasingly important (Treadgold & Reynolds, 2016). Relationships with
suppliers and with sales and delivery teams proved crucial in responding
to the crisis, confirming the importance of taking stakeholders '
expectations into account and gaining their trust. The crisis has finally
reinforced emerging trends in the FMCG sector towards greater corporate
social responsibility and commitment to the pursuit of sustainable
development (Colla 2016b)

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