In today’s digital age, retail and wholesale are undergoing a revolution. Traditional methods of stationary sales are no longer sufficient to meet growing customer expectations. Pharmacies and pharmaceutical manufacturers need to adapt to changing consumer buying preferences. One of the key concepts that can bring success to the industry is omnichannel and its correlation with the fulfillment model – a strategy that combines offline and online sales channels and warehousing into a harmonious unity.
It is a sales approach in which all distribution channels are integrated with each other and offer a consistent, personalized shopping experience for customers. This means that customers can move freely between different channels – from a traditional stationary pharmacy to an online store, mobile apps or social media.
Omnichannel and fulfillment – benefits for pharmacies?
- Increased visibility: omnichannel enables pharmacies to reach more potential customers, both locally and globally, through online and social media presence.
- Personalization: by analyzing data and tracking purchase behavior, pharmacies can offer personalized recommendations, promotions and notifications, increasing customer loyalty.
- Convenience and flexibility: customers can order products online and pick them up at a stationary pharmacy, as well as receive pharmaceutical advice via online chat or by phone.
Omnichannel and fulfillment – benefits for manufacturers?
- New distribution channels: omnichannel opens up the possibility for pharmaceutical manufacturers to sell directly to customers through online stores to increase profit margins. This allows them to reach a wider audience, especially those who prefer to shop online or live in regions where access to traditional pharmacies is limited. The manufacturer has full control over product presentation and promotions, enabling better brand management.
- Data analysis: the integration of offline and online sales channels enables manufacturers to gain insights into customer behavior, preferences and market trends, allowing them to better plan and adjust their offerings.
- Inventory management: by integrating offline and online sales channels, pharmaceutical manufacturers can better manage their inventory. Current sales information, demand forecasts and purchasing trends allow accurate production and delivery planning. The ability to respond quickly to changes in demand minimizes the risk of shortages of goods or excess products in warehouses.
Fulfillment and its impact on omnichannel?
In the context of omnichannel, the fulfillment model proposed by Nettle plays an important role in ensuring a consistent and efficient order processing process across all sales channels.
- Delivery from stationary pharmacies: the ability to integrate stationary pharmacies with the online sales channel. When a customer places an order online, the fulfillment system automatically assigns the order to the nearest pharmacy that has the product in stock. The pharmacy prepares the order and makes the delivery, providing the customer with the convenience of online shopping and fast delivery from a local source.
- Delivery from distribution centers: for larger pharmaceutical manufacturers’ inventory needs, the facilities that Nettle offers make it possible to handle online orders through a designated center. Orders are processed, completed and shipped directly to the customer, regardless of whether the order was placed online or offline.
- Inventory coordination: fulfillment enables better coordination of inventory between different sales channels. This avoids the situation where a product is available in a stationary store but unavailable online, or vice versa. The complete synchronization of inventories enables efficient assortment management and minimizes the risk of commodity shortages.
- Returns and complaints: fulfillment also includes handling returns and complaints from various sales channels. At the same time, it makes it easier to process returns, track the status of complaints and ensure that customer problems are resolved quickly.
The key to omnichannel success with the implementation of the fulfilment model is to ensure consistency of information, price, inventory policy, logistics, assortment and customer service across all channels.
These two solutions are crucial for pharmacies and pharmaceutical manufacturers in today’s competitive industry. They provide opportunities for increased visibility, personalization, convenience and flexibility for customers, while benefiting the manufacturer.
Nettle is able to provide such solutions. We have the necessary experience in both the implementation of sales activities in offline and online channels. At the same time, we provide support for the entire warehousing and logistics process. Thus, our customers have guarantees of transparency in the entire process and the assurance that it is carried out by a single partner.
Tags: omnichannel and fulfillment, integration of offline and online sales channels
