The challenge of multichannel marketing isn’t connecting with our customers. The Internet allows us to do that with ease. Logistics is the limiting factor that keeps a company from reaching its potential.
Recently I visited Dillard’s department store to purchase a specific pair of pants as a gift. My local store had the style and color, but not the size. The sales associate checked inventory at other stores and found the correct size in another state. I asked her to have the pants shipped to me. She responded that they could see if the item was available but they could not order it. She escorted me to customer service so they could provide the telephone number for the stores with the pants.
I returned home, logged on to www.dillards.com in hopes of finding the pants. They were not available online. So, I dutifully called the stores until I found one that would ship the pants to me. (It took three calls.) If I had been shopping for myself instead of for my mom, I would have stopped with the Internet search.
Dillard’s failed the shopping challenge. While they had the product I wanted, accessibility to purchase it was challenging. The lack of a viable system that provides visibility and accessibility across channels and locations prevents the company from reaching its full potential.
What logistics prevent your company from growing to your potential? Give it some thought. Your customers will thank you.