Food Shippers of America - Fall/Winter 2017 - 78

Businesses are told that the path to the
future is through omni-channel marketing
and retailing, or finding a way to serve
customers whether they shop via the
Internet or in a store.
electronic commerce sites geared
to meeting their needs. So existing
businesses need to recognize two
critical points:
First, e-commerce or omni-channel
solutions are certainly a part of retail's
future. How much this will affect
your business is something you can't
determine, but the odds are very small
that e-commerce won't be at least a
part of your business.
The second point is scary: the omnichannel journey is challenging
enormous pitfalls that can destroy your
brand and profits in one motion. There
are countless issues that require your
consideration and many companies are
lacking the skill sets needed.
The Coca-Cola Retailing Research
Council of Latin America recently
completed an extensive report on the
omni-channel journey. While the goal
of the study was to help retailers in
South and Central America, the report
is applicable anywhere as the issues
it covers are increasingly global in
nature. (In fact, the project consultant
is based in Europe, where many
e-commerce issues are playing out
ahead of the U.S.)
Omni-channel retailing is described
as allowing consumers to seamlessly
move across channels to purchase
whatever they want, whenever,
however and wherever they want.
That's a powerfully ambitious and
broad goal, but in many ways aligns
perfectly with today's shoppers. More
than ever they are in charge of their
purchasing occasions, and retailers
need to determine how to serve
those needs.

78

| FALL/WINTER 2017

This clearly won't be simple.
Before plunging into e-commerce
solutions to augment existing
business, companies need to consider
a few important factors about the
shoppers they are trying to serve. It
starts with analyzing your markets
to make sure shoppers are already
using on-line shopping for non-food
items and are also heavily using social
media, while keeping in mind that the
percentages doing both continue to
rise at strong levels.
Obviously, there are many questions
to consider as any business-
especially retailers-begins its
omni-channel journey. None should
be taken lightly and none can be
summarized easily. The report itself
(available for downloading at www.
ccrrc.org) might provide you the depth
you need to successfully plunge into
these issues.
Everything begins with considering
how the consumer will approach
online shopping, whether it's for
products or services. Some customers
will look to online shopping as a
complete replacement for everything
they currently do in stores. With
that in mind, the council study
recommends retailers replicate their
in-store inventory online. Some may
argue that it's best to have a limited
number of SKUs online. Others, in
contrast, say the infinite space of an
online store allows a vast increase in
the number of products.
But the council study, looking at
stories of success and failure around
the world, found that short-term focus
should be on items shoppers buy on

a regular basis; therefore, use the
same criteria for shelf space, and
prices on regularly purchased items
should match what you charge inside
your stores. Slight premiums can be
charged on rarely purchased items.
Assortment is just the first of many
issues, however. Another large one
is whether companies plan to deliver
products to customers' homes or
have shoppers collect their online
orders. Even within those points
there are many choices, such as using
third parties for delivery services or
various choices on pick-up shopping.
No matter which path is chosen,
retailers need to recognize some
of the new challenges posed by
electronic shopping and new costs to
supply these services.
Given the complexity of these issues,
executives may also consider the
technology and staffing investments
necessary. Technology is constantly
advancing, which means your
company will need to invest and
evolve as that happens.
None of this is easy, nor does it
guarantee added profitability. As
the council learned during its work,
the real world challenge is that
consumers and competition are
demanding omni-channel solutions,
and traditional businesses need to
find ways to make it work.
So, like it or not, the choice must be
made. The future is omni-channel
and your company needs to be a
part of it. ■
The council study titled "Preparing for
Success in the Omni-channel Retail
World" can be downloaded for free at
www.ccrrc.org.
Michael Sansolo is longtime senior

vice president of the Food Marketing
Institute and editor of Progressive
Grocer magazine. He is a recognized
expert on food retailing, one of
the largest and most influential
industries in the world.


http://www.ccrrc.org http://www.ccrrc.org

Table of Contents for the Digital Edition of Food Shippers of America - Fall/Winter 2017

President's Letter
Help Wanted
The Value in Orchestrating a Scheduled Transportation Plan
Building Better Supply Chains with Blockchain
Blockchains for Trucking
Truck Platooning
Regulatory Update
Rail Update
Evolution of Logistics: Developing Our Leaders of Tomorrow
Dinner at the Door
Industry Forecast
Retail Trends
Food and Beverage Industry Undergroing Transformation
Not My Tribe: Beyong Millennial Stereotypes
Where Did the Milk Go?! Or, Why You Should Optimize Your Website Before Redesigning It.
Burris Logistics
Vantix Logistics
FSA Members
Membership Application
Index of Advertisers
Food Shippers of America - Fall/Winter 2017 - Intro
Food Shippers of America - Fall/Winter 2017 - cover1
Food Shippers of America - Fall/Winter 2017 - cover2
Food Shippers of America - Fall/Winter 2017 - 3
Food Shippers of America - Fall/Winter 2017 - 4
Food Shippers of America - Fall/Winter 2017 - 5
Food Shippers of America - Fall/Winter 2017 - 6
Food Shippers of America - Fall/Winter 2017 - 7
Food Shippers of America - Fall/Winter 2017 - 8
Food Shippers of America - Fall/Winter 2017 - 9
Food Shippers of America - Fall/Winter 2017 - 10
Food Shippers of America - Fall/Winter 2017 - President's Letter
Food Shippers of America - Fall/Winter 2017 - 12
Food Shippers of America - Fall/Winter 2017 - 13
Food Shippers of America - Fall/Winter 2017 - Help Wanted
Food Shippers of America - Fall/Winter 2017 - 15
Food Shippers of America - Fall/Winter 2017 - 16
Food Shippers of America - Fall/Winter 2017 - 17
Food Shippers of America - Fall/Winter 2017 - 18
Food Shippers of America - Fall/Winter 2017 - 19
Food Shippers of America - Fall/Winter 2017 - 20
Food Shippers of America - Fall/Winter 2017 - The Value in Orchestrating a Scheduled Transportation Plan
Food Shippers of America - Fall/Winter 2017 - 22
Food Shippers of America - Fall/Winter 2017 - 23
Food Shippers of America - Fall/Winter 2017 - Building Better Supply Chains with Blockchain
Food Shippers of America - Fall/Winter 2017 - 25
Food Shippers of America - Fall/Winter 2017 - 26
Food Shippers of America - Fall/Winter 2017 - 27
Food Shippers of America - Fall/Winter 2017 - 28
Food Shippers of America - Fall/Winter 2017 - 29
Food Shippers of America - Fall/Winter 2017 - 30
Food Shippers of America - Fall/Winter 2017 - 31
Food Shippers of America - Fall/Winter 2017 - 32
Food Shippers of America - Fall/Winter 2017 - Blockchains for Trucking
Food Shippers of America - Fall/Winter 2017 - 34
Food Shippers of America - Fall/Winter 2017 - 35
Food Shippers of America - Fall/Winter 2017 - Truck Platooning
Food Shippers of America - Fall/Winter 2017 - 37
Food Shippers of America - Fall/Winter 2017 - 38
Food Shippers of America - Fall/Winter 2017 - 39
Food Shippers of America - Fall/Winter 2017 - 40
Food Shippers of America - Fall/Winter 2017 - Regulatory Update
Food Shippers of America - Fall/Winter 2017 - 42
Food Shippers of America - Fall/Winter 2017 - 43
Food Shippers of America - Fall/Winter 2017 - 44
Food Shippers of America - Fall/Winter 2017 - Rail Update
Food Shippers of America - Fall/Winter 2017 - 46
Food Shippers of America - Fall/Winter 2017 - 47
Food Shippers of America - Fall/Winter 2017 - 48
Food Shippers of America - Fall/Winter 2017 - Evolution of Logistics: Developing Our Leaders of Tomorrow
Food Shippers of America - Fall/Winter 2017 - 50
Food Shippers of America - Fall/Winter 2017 - 51
Food Shippers of America - Fall/Winter 2017 - 52
Food Shippers of America - Fall/Winter 2017 - 53
Food Shippers of America - Fall/Winter 2017 - 54
Food Shippers of America - Fall/Winter 2017 - 55
Food Shippers of America - Fall/Winter 2017 - 56
Food Shippers of America - Fall/Winter 2017 - 57
Food Shippers of America - Fall/Winter 2017 - 58
Food Shippers of America - Fall/Winter 2017 - 59
Food Shippers of America - Fall/Winter 2017 - 60
Food Shippers of America - Fall/Winter 2017 - 61
Food Shippers of America - Fall/Winter 2017 - Dinner at the Door
Food Shippers of America - Fall/Winter 2017 - 63
Food Shippers of America - Fall/Winter 2017 - 64
Food Shippers of America - Fall/Winter 2017 - 65
Food Shippers of America - Fall/Winter 2017 - 66
Food Shippers of America - Fall/Winter 2017 - 67
Food Shippers of America - Fall/Winter 2017 - 68
Food Shippers of America - Fall/Winter 2017 - 69
Food Shippers of America - Fall/Winter 2017 - 70
Food Shippers of America - Fall/Winter 2017 - 71
Food Shippers of America - Fall/Winter 2017 - 72
Food Shippers of America - Fall/Winter 2017 - 73
Food Shippers of America - Fall/Winter 2017 - 74
Food Shippers of America - Fall/Winter 2017 - Industry Forecast
Food Shippers of America - Fall/Winter 2017 - 76
Food Shippers of America - Fall/Winter 2017 - Retail Trends
Food Shippers of America - Fall/Winter 2017 - 78
Food Shippers of America - Fall/Winter 2017 - 79
Food Shippers of America - Fall/Winter 2017 - 80
Food Shippers of America - Fall/Winter 2017 - Food and Beverage Industry Undergroing Transformation
Food Shippers of America - Fall/Winter 2017 - 82
Food Shippers of America - Fall/Winter 2017 - 83
Food Shippers of America - Fall/Winter 2017 - 84
Food Shippers of America - Fall/Winter 2017 - 85
Food Shippers of America - Fall/Winter 2017 - 86
Food Shippers of America - Fall/Winter 2017 - 87
Food Shippers of America - Fall/Winter 2017 - 88
Food Shippers of America - Fall/Winter 2017 - 89
Food Shippers of America - Fall/Winter 2017 - 90
Food Shippers of America - Fall/Winter 2017 - Not My Tribe: Beyong Millennial Stereotypes
Food Shippers of America - Fall/Winter 2017 - 92
Food Shippers of America - Fall/Winter 2017 - 93
Food Shippers of America - Fall/Winter 2017 - Where Did the Milk Go?! Or, Why You Should Optimize Your Website Before Redesigning It.
Food Shippers of America - Fall/Winter 2017 - 95
Food Shippers of America - Fall/Winter 2017 - 96
Food Shippers of America - Fall/Winter 2017 - Burris Logistics
Food Shippers of America - Fall/Winter 2017 - Vantix Logistics
Food Shippers of America - Fall/Winter 2017 - 99
Food Shippers of America - Fall/Winter 2017 - 100
Food Shippers of America - Fall/Winter 2017 - FSA Members
Food Shippers of America - Fall/Winter 2017 - Membership Application
Food Shippers of America - Fall/Winter 2017 - Index of Advertisers
Food Shippers of America - Fall/Winter 2017 - 104
Food Shippers of America - Fall/Winter 2017 - 105
Food Shippers of America - Fall/Winter 2017 - 106
Food Shippers of America - Fall/Winter 2017 - cover3
Food Shippers of America - Fall/Winter 2017 - cover4
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