We’re just a quick block and jingle bell ring away from the holiday season — a high stakes, strategically coordinated shopping season retailers strive to perfect each and every year.
At this point, inventory assortment plans and buys have been squared away.
However, once the frantic shopping frenzy ensues, the scale of orders coming through (from any and all channels) becomes increasingly difficult to manage. When an e-commerce purchase is made, retailers are bending over backwards to meet customer expectations even at the expense of a more profitable sale.
“[O]nline sales are growing at a respectable rate for many omnichannel retailers in large part because they continue to bear nearly all the associated costs of attracting and accommodating online shoppers, while their store-based sales often languish.” - WWD