Unified omnichannel management: The power of centralization

• Author:
• Author name

  Quantumrun Foresight
• August 16, 2023

Insight highlights

Omnichannel supply chain and logistics systems work by consolidating all data and processes, enhancing retail strategies by improving visibility, streamlining operations, and enhancing customer experiences. Advanced platforms integrate warehouse management, transportation, order processing, inventory tracking, and demand forecasting. However, implementation may face challenges, including time-consuming integration, the need for technical expertise, and potential job displacement, but it also offers job creation, tighter regulations for consumer protection, and more sustainable industries.

Unified omnichannel management context

Utilizing omnichannel supply chain and logistics systems can enhance omnichannel marketing and retail strategies, forming a comprehensive retail approach. By offering an entirely flexible end-to-end solution that assists with demand pricing and punctual delivery, companies can enhance retail customers' visibility into their experiences. As such, the number of management software platforms designed for supply chain and logistics planning is rising.

These solutions offer comprehensive systems, from warehouse management to enterprise resource planning (ERP) and transportation. These platforms facilitate sourcing, manufacturing, and product delivery to customers, with unified systems making data monitoring and decision-making easier and more informed. A holistic view of the chain is possible by combining warehouse and transportation management systems, order processing, inventory tracking, and demand forecasting. 

To shorten lead times and obtain visibility across multiple enterprises into each source, it's crucial to have controlled access for sharing and receiving inventory from specific suppliers. Furthermore, operating everything on a single cloud platform guarantees that every fulfillment decision aligns with the company's objectives, whether related to cost or time.

Companies like Manhattan Associates have created advanced systems like Manhattan Active Omni, offering order management, fulfillment, customer engagement, and point-of-sale capabilities. Verte launched an AI-enabled omnichannel platform for third-party logistics and wholesalers, focusing on planning, manufacturing, inventory, and real-time fulfillment. Furthermore, Ryder System purchased Dotcom Distribution in 2022 to enhance its omnichannel fulfillment and distribution capabilities.

Disruptive impact

By consolidating all data and processes into one platform, businesses can streamline operations, reduce redundancies, and enhance decision-making. These features lead to more accurate forecasting, improved inventory management, and faster order processing. These efficiencies not only reduce operational costs but also can increase profitability in the long term as processes are streamlined and optimized.

Meanwhile, a unified omnichannel management system offers customers a seamless buying experience. Regardless of the channel—online, in-store, or through a mobile app—they are presented with consistent, accurate, and up-to-date information. Over time, this consistency enhances customer trust and loyalty, directly translating into a more sustainable customer base.

Finally, having a single, holistic view of operations allows for more informed business decisions, fostering agility and adaptability in an ever-evolving market. Businesses can better respond to consumer demand changes or market shifts. Furthermore, using artificial intelligence (AI) within these systems offers opportunities for continuous learning and improvement, setting the stage for innovation and growth. 

However, there might be challenges in implementing a unified omnichannel system. The integration process can be time-consuming and require significant technical expertise to ensure that all systems communicate effectively. In the case of legacy systems, they may not be compatible with the new platform, requiring upgrades or replacements. Additionally, transitioning to a new system can be disruptive, requiring extensive training and support to help employees adapt. 

Implications of unified omnichannel management

Wider implications of unified omnichannel management may include: 

• Higher customer expectations for consistency, immediacy, and convenience, which could change how businesses operate in the long term.


• Governments establishing new regulations to ensure fair competition and protect consumer rights in an omnichannel environment. Issues such as data privacy and cybersecurity will become even more critical.


• An increase in delivery vehicles on the road contributing to higher carbon emissions. However, efficient supply chain management could also reduce waste and overproduction, leading to a more sustainable retail industry in the long term.


• The globalization of retail resulting in small businesses reaching a wider audience and retailers relying on social media strategies to cater to digital natives.


• More personalized, data-driven marketing strategies as omnichannel management becomes more streamlined and efficient.


• Companies creating omnichannel software-as-a-service solutions to offer customized services for different types of retailers.


• Job displacement as traditional retail roles are automated. However, there may be net job creation in the long term as businesses require new skills to manage and optimize their omnichannel strategies, such as data analysts, UX designers, and customer experience managers.

Questions to consider

• If you’re a retailer, how is your business using omnichannel management systems?


• As a consumer, what would be an ideal shopping experience for you?