As omnichannel reshapes the shopping landscape, brands must press “reset” on traditional approaches to retailing. From supply chain to marketing to store formats, how are retailers re-inventing their businesses to win the always-on shopper?

What is Omnichannel Retailing?

Although “omnichannel” is the latest retail buzzword, there remains confusion about what exactly it means. Very simply, omnichannel refers to retailers and consumers combining multiple channels to market, sell, buy and deliver goods. Less simply, however, omnichannel can take various forms for both the shopper and the retailer.

What are the biggest challenges omnichannel poses to retailers?

While the advent of digital channels creates new opportunities for brands to reach customers and generate sales, seizing those opportunities requires retailers to make significant changes to traditional business models. 

What opportunities does e-commerce offer retailers?

There is little doubt that recent e-commerce growth has driven significant disruption in the retail sector. In most cases, this disruption is blamed for financial losses and brick-and-mortar closures across the industry. However, little attention is paid to the benefit e-commerce provides retailers, including brick-and-mortar brands. 

Reverse Logistics: Problems & Opportunities

The culture surrounding e-commerce has placed additional scrutiny and pressure on the return strategy.  Without the physical experience of seeing, touching or trying on an item, e-commerce shoppers have become accustomed to buying multiple items with the intent of returning some of them. 

What is the Last Mile?

The rapid delivery of goods ordered online is highly dependent on the “last mile” of the supply chain. Last-mile fulfillment is essentially the final leg of delivery rather than a literal measurement of distance.

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