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Joanne Grantz
 
April 29, 2014 | eCommerce | Joanne Grantz

Seamless inventory management is more important

Ecommerce has been around for 20 years, but it has experienced a surge in popularity in the past few years. This means organizations have raced to improve their systems, whether it's point of sale, inventory management or their fulfillment operations. If your winery only offers customers one purchasing channel, you could be missing out on many opportunities. Omnichannel retailing is becoming more common in every industry, but you may need to update your inventory management processes and wine shipping capabilities. 

Even when it comes to digital channels, customer experience needs to be a major consideration, according to Retail Info Systems News. Shoppers are unlikely to return to your website if they struggle to complete a transaction or can't find what they want. Just because customers buy wine online doesn't mean they don't have high expectations for the experience. Online shoppers have a different set of concerns. Did the order arrive by the promised delivery date? Was it accurate? Was all merchandise intact upon delivery? These factors can determine future loyalty to your business. Because of these concerns, fulfillment plays a significant role in customer satisfaction.

Retailers are placing more focus on supply chains
Delivering accurate orders on time is more important than ever before, which means you need to assess your current supply chain capabilities, RIS News stated. No matter how customers choose to buy wine, they need to have access to the same products and be able to receive them in the most efficient way possible. The new omnichannel reality of business has the potential to increase complexity of fulfillment operations for many retailers. 

Many organizations run into trouble because they maintain disparate inventory channels or have a disconnect between their in-house point of sale system and website, Multichannel Merchant said. True omnichannel retail isn't enabled by keeping these different customer touch points separate, and it can lead to unforeseen inventory shortages. A single, integrated wine inventory software platform can ensure there are fewer errors in order management and prevent duplicate orders. A fragmented database can even cause employees to be less satisfied at work because they will be responsible for reversing inaccurate orders. In addition, disconnected inventory channels are terrible for customer experience. A lost or incorrect order can be infuriating for shoppers.

Storing all inventory data in one location enables better management of your in-house stock levels and online availability. An integrated system makes it easy to update your website when stock levels are running out, rather than waiting until a customer attempts to place an order only to find out that the product is out of stock. Seamless management of your internal operations and online wine store can help you maximize the potential of each sales avenue. Keeping different sales channels is the equivalent of running separate businesses on a basic level, Multichannel Merchant pointed out. Wineries can attract a higher number of online wine sales with greater integration between customer touch points. 

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