Consider this column the first of a two-part series about a technical subject with mainstream influence.
For that is what this article is: A review – no, an overview – of how technology can transform customer service, thanks to better inventory management.
Without the ability to perform that task with speed and accuracy, and here I write these words from experience (more about below), retailers risk squandering the loyalty of existing consumers and the support of prospective shoppers.
The inspiration behind this piece involves my repeated – and repeatedly unsuccessful – attempts to buy a product, which is still allegedly in stock, though the company, whose name I will not mention, cannot find said item. Call this moment of exasperation, and my simultaneous cascade of perspiration, the proverbial breaking point. Hence the reason for my research about inventory management.
(And finally, a disclaimer: I am not an investor in, an employee of or a consultant to any businesses referenced in this article.)
All of which brings me to my conversation with the team from SalesWarp, which specializes in retail inventory, order and fulfillment solutions.
My correspondence with this group is the result of inquiries to a variety of companies, in general, and this one company’s willingness to answer my questions, in particular.
According to the team, independent retailers need to recognize that technology can just as much prevent success as it can enable it.
Flexibility is the key variable in that scenario. It makes experimentation easy, conceiving different business strategies convenient, and ensures that marketing is affordable while fulfillment is very much achievable.
Another important takeaway: An Advanced Order Management System (OMS) can level the playing field, transforming buying, selling, fulfillment and customer service in ways that exceed the capabilities of even the largest retailers.
It is this combination of fast fulfillment and personalized attention that consumers expect to receive.
This sneak preview about inventory management is the beginning of a more in-depth discussion about e-commerce, in addition to the relationship between online retailers and their brick-and-mortar outlets.
The summary of that Q&A session, which constitutes the majority of the concluding post about this topic, is a worthy primer about broader issues concerning customer behavior, customized marketing campaigns, leadership, personal responsibility and professional accountability.
It is a reminder that what clears the shelves starts with a company’s ability to consistently – and efficiently – stock its shelves, for the good of its reputation and the sale of its goods.