With Black Friday in two days, the holiday season fast approaching and e-commerce exploding around the globe, opportunities for small-to-medium businesses (SMBs) in the retail industry are skyrocketing — and the rules of the game are changing.
Cloud-based e-commerce and enterprise resource planning (ERP) applications are lowering the barrier to entry, while mobile technology is transforming how customers order — and how companies fulfill orders. With technology to automate fulfillment processes, many SMBs are seizing the opportunity to compete successfully in multiple retail channels.
Whether customers order via direct-to-consumer (e.g., Amazon), in-store or direct from a retailer website, they expect a seamless order and delivery process. And although approximately 84 percent of the retailers polled by Retail Systems Research believed that a consistent customer experience across all channels was very important, actually doing so is challenging.