快消品零售商的實證案列研究
渠道需求特徵與從商店業績的影響：對兩家快速時尚零售商的實證研究
Daniel Taylor，俄亥俄州立大學
Keely Croxton，俄亥俄州立大學
Michael Knemeyer , 俄亥俄州立大學
Xiang Wan, 俄亥俄州立大學
摘要:
零售商正在調查和實施各種各樣的策略，以利用他們的商店來尋找新的分銷渠道，例如，網上買手提貨(bop)和當日送達，以及現有的在線船到消費者渠道。
擴大零售商店作用的動機包括:平衡庫存、降低運輸成本、提供更快的送貨速度、防止庫存積壓時的在線庫存、延遲配送中心的建設，以及增加店內和在線渠道的服務水平。
德勤的2015年零售全渠道供應鏈調查顯示，大多數零售商都在與全渠道實現競爭——只有21%的公司中報告有全渠道庫存，82%的零售商仍然在每個渠道內單獨管理庫存。
在購買網上購物的受訪者中，第一次的填充率比配送中心要低得多。商店的出貨量不可能達到兩倍，商店之間的差異也相當大。根據預先確定的規則集，零售商的分散式訂單管理系統(DOM)決定在線訂單的位置。
目前的dom並沒有把渠道需求特性認為是其邏輯的一部分。這可能會導致一些地方的店內銷售減少，其他地方的商品又會短缺。
PSA見解
企業的庫存物資管理往往是很複雜、很繁瑣的。由於所掌握的物資種類眾多，訂貨、管理、發放的渠道各有差異， 隨著經營理念的轉變，我們就需要全渠道。做好全渠道需要以下幾個點；
第一，為客戶提供無縫式的購物體驗；
第二，提高庫存利用率。做零售的很簡單，到了今天大部分企業都面臨庫存壓力，全渠道很多時候是被動的，就是因為我們庫存越來越多，所以我們要全渠道。
第三，多樣化營銷，廣開銷路。
原文：
The Impact of Channel Demand Characteristics and ship-from-Store Performance : an Empirical Study of Two Fast-Fashion Retailers
Daniel Taylor, The Ohio State University
Keely Croxton, The Ohio State University
A. Michael Knemeyer, The Ohio State University
Xiang Wan, The Ohio State University
ABSTRACT
Retailers are investigating and implementing a variety of strategies to utilize their stores for new distribution channels such as buy-online-pickup-in-store (BOPS) and same-day delivery as well as for their existing online ship-to-consumer channel.
Motivations for expanding the role of the retail stores include : balancing inventory, reducing shipping cost, offering faster delivery, preventing online stockout when inventory is available in stores, delaying distribution center construction, and increasing service levels for both the in-store and online channels.
Deloitte"s 2015 Retail Omnichannel Supply Chain survey of sixty retailers revealed that most retailers are struggling with omnichannel fulfillment-only 21% of responding companies report having omnichannel inventory visibility and 82% of retailers still manage inventory separately within each channel.
Among respondents using buy-online-ship-from-store (BOSS), first time fill rate is much lower for stores than for distribution centers ; stores fail to ship twice as often and the variance between stores is quite high. According to a predetermined rule set, a retailer"s distributed order management system (DOM) decides ship-from locations for online orders.
Current DOMs do not consider channel demand characteristics as part of their logic. This may be contributing to lost in-store sales at some locations and items going to clearance at other locations.
3.11 智慧物流論壇
