Retailers’ logistics and IT teams are adapting to the growing demands of a more tech-savvy fashion landscape. Responses can be seen in technology, infrastructure and process changes, ranging from the incremental to the transformational.

Retailers’ logistics and IT teams are adapting to the growing demands of a more tech-savvy fashion landscape. Responses can be seen in technology, infrastructure and process changes, ranging from the incremental to the transformational.

For instance, combining separate stock pots is being achieved by re-configuring legacy IT systems with significant investments being made in back office systems in businesses such as M&S, House of Fraser and the John Lewis Partnership.

Meanwhile, Debenhams has pioneered the use of store stock through its Endless Aisle initiative, which is designed to increase fulfillment rates by meeting customer demand from stores as well as fulfillment centres.

Talking about the Endless Aisle, Michael George, director of logistics at Debenhams says: “Providing the greatest choice for the most economic fulfilment is a goal. Opening up store stocks through Endless Aisle has helped us achieve this as the majority of our stock is in stores and situated close to our customer.”

We have also seen a renewed interest in RFID as an enabler to making store stock part of the omnichannel landscape. In the US there are a number of examples where stores are providing local fulfilment services.

The challenge of rising costs in online fulfilment has meant that consumables are increasingly part of warehousing continuous improvement programmes to drive efficiencies.

Managing labour in peak periods (Debenhams staffing levels rose 400% last Christmas) is focused on new approaches to recruitment, employee engagement and retention to meet increased consumer demands.

The change curve is equally steep in the world of delivery. In the final mile there is growth in predictive time slot services and afternoon/evening deliveries, which has encouraged parcel carriers to run their networks in multiple waves while retail delivery fleets are increasingly loaded with click and collect volumes and finding ways to increase delivery frequency to store.

It’s a really exciting time to be in logistics and IT.

  • Jonathan Pilbro is vice-president for fashion and beauty, DHL

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