Golden opportunities for distributors in the "last mile" of omni-retail
By Chris H. Petersen
For today's consumers, omnichannel is their "new normal". They now shop and purchase anytime and everywhere. Power house ecommerce players, like Amazon, have made huge in roads in retail by selling and shipping consumers "on demand". What this means for traditional retailers is that they must become more flexible and "seamless". Consumers are demanding more in terms of expanded product range, as well as more choice in how to engage, where they want to purchase and take delivery. This creates a "perfect storm" of opportunity for distributors to play a strategic role in helping retailers to increase assortments, responsiveness, and fulfillment of the "last mile" all the way to the customer's door when they choose not to come to the store.
Why this is important: In order to survive and thrive, retailers are transforming to omnichannel. That will require new capabilities from distributors to in order to meet consumer expectations of more product choice and delivery on their terms.