Consumers in the digital age expect their experience

Consumers in the digital age expect their experience with businesses to be seamless from
an initial product search right through to after-care. The rise of e-commerce has only served to
make that goal more challenging to meet. When efficiency and profitability are vital,
omnichannel fulfillment is no longer an option but a necessity for brands that want to grow.
Omnichannel benefits its customers by allowing them to enjoy an integrated or consistent
shopping experience. This is because omnichannel is enforcing a multichannel sales approach in
which customers are able to shop on different platforms like mobile apps, physical stores, and
online websites. No matter what platform the customer is using to shop, they will receive the
same information.
Besides, Omnichannel focuses on customer experience and will ensure their customers
receive the same experience through every channel. It will also have continuous engagement
with the customers. For example, customers will be notified regarding the new arrival of an item
or will be informed about the approach of the redemption of bonus points and et cetera. Not only
that but Omnichannel also provides several options for its customers in terms of returning items.
Customers can return to the physical store or return by parcel which is both accepted by the
omnichannel model.
Question 2
Discuss the importance of e-fulfilment in food-retailing. Provide examples to support your
answer.

the customers. It allows all the customers to have a visualibility to the inventories of food. This
means that the customers can always be updated or kept informed. For instance, one of the e-
fulfillment centers which is National e-fulfillment service center provides the Expiration Date
Tracking Services for customers. Hence, there will be a low return of food from customers. This
is a vital issue for the food-retailing industry as when the food is returned by the customer, it can
not be used or sold to other customers.