Conclusion

Omnichannel performance optimisation involves orchestration across all four ecosystems. Downstream channel partners handle product distribution, upstream trading partners ensure the supply of parts and materials, logistics partners move the goods, and the global trade ecosystem manages any border crossing for finished products or components.

Connecting all these ecosystems allows for cross-functional decisions to improve supply assurance and eliminate the need to make channel tradeoffs. The best way to solve a customer service problem is to avoid it in the first place!

Key take-aways

• Channel shaping is a secret weapon hidden in plain sight. Use it. Get started in the channel. Include all your routes to market in your sales and operations planning.
• Optimising performance across all channels to ensure an exceptional customer experience is just the beginning. Build a plan to leverage all other ecosystems to avoid having a supply problem in the first place.
• Take it one step at a time and keep your eye on the prize. Remember, it’s an end-to-end problem.
• Drive operational excellence and choose the right digital and functional partners that are up to the task to solve the burning issues and help you grow – at a pace and time that is right for you.
• Don’t artificially limit yourself to just one partner. Look at the right combination of partners – the ones that can bring your supply chain the most value.
• Software is a critical enabler – processes, governance, talent, and a dedicated team to drive supply chain omnichannel operations are essential ingredients to the secret sauce.