MHI Solutions - Volume 3, Issue 1 - (Page 57)
Omnichannel: Creating a Strategy
By kATIE kUEHNER-HEBERT
n 2015, MHI will introduce Solution
Groups to its offering of productspecific Industry Groups. Solution
Groups will collect information on
trends and issues from the market and
provide solutions and thought leadership, enabling MHI and its member companies to be the authoritative
resource on material handling and supply chain topics.
"We see this as an effective approach
for engaging the end-user community
and other interested parties (academia,
media, etc.)," says Matthew Smurr, MHI
Senior Director, Groups. "Solution
Groups also provide valuable collaboration opportunities for MHI member
companies in addition to product-specific efforts."
One such Solution Group that MHI is
currently piloting focuses on order fulfillment and is working with the Order
Fulfillment Solutions (OFS) Council.
This new group will focus on fulfillment, in which solution providers and
their customers discuss current innovations and trends-such as the increasing
importance of omnichannel.
The Fulfillment Solution Group will
help companies understand "how to
efficiently navigate a changing directto-consumer environment," says Shana
Relle, marketing director, global marketing - logistics & material handling
team at MHI member Intralox LLC.
Indeed, while the association's
Industry Product Groups focus on
"the nuts and bolts" of specific technologies, Solution Groups will be more
"holistic," adds Ed Romaine, CMO-VP
marketing at MHI member Integrated
"It allows a broad group of MHI
member technology manufacturers to
focus solely on the customer and enduser's order fulfillment requirements
in the quest for the 'perfect pick,'"
The focus on the end-user has become
even more critical as more companies
launch omnichannel models, he says.
Years ago, there were simply distribution centers, in which many companies
strictly focused on supplying their stores.
That model evolved into multichannel
retailing, in which companies supplied
their stores and filled consumer orders
from their catalog call centers.
With the advent of the Internet
and the rapid growth of eCommerce
sales, companies were forced to create
omnichannel strategies "to best meet
and exceed their customer expectations," Romaine says. The additional task of handling returns makes
omnichannel even more complicated.
The ultimate goal is to handle both order
fulfillment and handling returns "in a
coordinated business fashion, to create
100 percent customer satisfaction and
hopefully, turn a profit."
Omnichannel strategy means blending all available resources to create a
seamless purchasing, fulfillment and
returns model-kiosks and vending
The Fulfillment Solution Group
will help companies understand
"how to efficiently navigate a
- Shana Relle, marketing director,
global marketing - logistics &
Table of Contents for the Digital Edition of MHI Solutions - Volume 3, Issue 1
Total Supply Chain Visibilty
The Internet of Things
The Promise of the Physical Internet
Big Data’s Impact on Supply Chains
Industry Focus: The Aerospace Industry
Economic Market Analysis
Promat 2015 MHI Executive Summit and Annual Conference
Index of Advertisers
MHI Solutions - Volume 3, Issue 1