Evolution of Direct-To-Consumer Retail
Outsourcing’s Place in Multichannel Retail Operations
The retail space has evolved more drastically over the last decade than in any other point in history. The melding of multiple channels like brick-and-mortar stores, the Web-store/catalog, traditional catalogs, television, and contact center operations, integrated with pick-up or delivery considerations, gives buyers more options than ever. Simultaneously, consumer expectations continue to rise. Making it all work seamlessly, end-to-end, considering the consumer desires and internal conflicts, however, remains the challenge.
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The more retail competitive strategies focus on unique, differentiated merchandising, personalization and innovative brand propositions, the greater the need for a flexible, scalable, multicontact, direct-to-consumer operation. With direct response channels – like online and contact centers – consumers increasingly engage in commerce and brand experience directly with the retailer or branded manufacturer. That makes the direct channel a necessity for a competitive customer experience, rather than a nice-to-have option. It also influences the mechanism for establishing an integrated multichannel strategy, converging different combinations of accessing, supplying or servicing customers.
This paper looks at the changing face of retail, sensible outsourcing where the business remains in control of its brand, and the ultimate goal of full end-to-end, multichannel retail solutions.