Customer expectations are increasingly important in how retail supply chains operate. Omni-channel distribution strategies aren't as unique as fingerprints, but they are distinct. They reflect shopping and buying behavior and are a response to customer needs and demands. Perhaps one of the most perplexing issues in developing an omni-channel strategy is getting inside the head of the customer in order to determine where to focus efforts to develop or improve delivery infrastructure - and this applies to both retail and business customers. "Traditional brick-and-mortar retailers need to radically overhaul the way they develop, present and distribute their products, providing new innovative technology-led ways for customers to browse and ultimately pay for their purchases," says Dan Wagner, CEO and founder of Powa Technologies. With years of experience developing Web commerce solutions, the chairman of Powa Technologies adds, "It is clear that most consumers, while they appreciate the convenience of shopping online, still rely on their traditional brick-and-mortar suppliers for most of their needs."
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