Omnichannel fulfilment, or how to succeed in on-demand retail in China | WARC | The Feed
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Omnichannel fulfilment, or how to succeed in on-demand retail in China
Omnichannel retail Greater China
End-to-end integration and partnership are key to success in China’s growing on-demand retail space; JD.com’s Kelly Dawson and Dada Group’s Mary Ma outline how.
Why it matters
On-demand retail in China, especially in the supermarket segment, is poised for explosive growth as consumers increasingly expect fast and convenient service. But to meet this demand, better online-offline integration across supply chain management, marketing campaigns and fulfilment are essential for a seamless customer experience.
- A successful omnichannel approach is not achieved simply by layering new channels on top of existing channels, but by taking a holistic multi-channel approach to integration.
- Consistently fast delivery service is key to building trust and loyalty in the on-demand retail space.
- Brands can also opt to collaborate with platforms on tailored “flagship” products or even new brands, to boost market penetration and sales.
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