Disconnections Impair the Customer Experience
Historically, brands have managed their channels—such as direct sales, indirect distributors, resellers, online sales and retail trading partners—independently of each other. Many brands still use this siloed, disconnected approach, but it results in an inconsistent customer experience and missed opportunities to optimize the demand side of the business. To compound the challenge, a lack of connection to upstream supply and logistics activities leaves channels in the dark about sourcing and fulfillment complications.
Resolving the issues is contingent upon breaking down silos and gaining the visibility and execution capabilities needed to efficiently manage cross-functional and cross-organizational upstream and downstream marketing, sales, service and delivery processes. All this requires omnichannel selling and orchestration.
What Is Omnichannel Selling?
Omnichannel selling is a commerce model delivering a consistent experience for customers across every route by which your company interacts with them: direct, retail stores, indirect distribution and the online marketplace. Having the right omnichannel selling strategy is a business imperative for engaging and delighting customers.
Orchestration Replaces the Siloed Approach
Omnichannel sounds good from the customer’s standpoint. e2open provides a way to take you there from a business technology perspective. By coordinating demand, supply and logistics across all channels, you can balance scarce resources across your entire extended supply chain. This connected approach enables you to use your demand, supply and logistics ecosystems as levers for driving improved revenues while reducing inventory levels and operating costs. All this is what we call orchestration.