This report has worked to characterize the way in which the contemporary retail environment is privileging\nthe omnichannel supply chain for consumer product goods (CPG) retailers. The most accepted supply chain\nconfigurations such as multi-channel supply chains all integrate the established use of distribution centers and hub\nconfigurations in the logistics field. However, as this report indicates, CPG retailers are developing more emergent\nsupply chain configurations that integrate different modalities. Furthermore, these modalities are extending the\nsupply chain directly to the consumer�s front door. These developing supply chain configurations for CPG retailers\nare referred to as omnichannel supply chains and they depend upon both in-house and 3rd party providers to institute\nsame-day and next-day delivery services. Also, some major retailers such as Amazon are developing drone delivery\nmodalities and technology companies like Google are not far behind. The report finds that such efforts are designed\nto respond to emerging consumer behaviors and purchase patterns such as showrooming . Therefore, CPG retailers\nmust now identify ways in which their marketing initiatives respond to these emergent omnichannel attributes. These\nmarketing initiatives must be able to integrate considerations made for how products might be packaged, product\ndesign factors such as weight and form, and also messaging elements that are directed at the consumer. Consumer\nmessaging in particular must reflect the purchase-advantages gained by the omnichannel for the consumer such as\nconvenience, free-shipping when offered and originality or first-mover status of the delivery modality. This report�s\nfindings suggest that all of these types of factors affect not necessarily whether or not a CPG retailer chooses\nimplement an omnichannel distribution configuration but whether or not the CPG retailer can afford not do so.\nThis report makes the recommendation that CPG retailers that are intent on implementing an omnichannel supply\nchain and logistics technologies that integrate same-day/next-day delivery can enhance these outcomes through the\nmarketing function. This can be accomplished by notifying the consumer of a delivery through the use of image or\nvideo confirmation of the CPG delivery and in the case of future drone deliveries, integration of satellite imagery and\nGPS mapping as a means to confirm the practicality of drone drop-offs at a targeted consumer residence.
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