RTP：2023年全渠道及履約基準(zhǔn)報告

2023OMNICHANNELAND

FULFILLMENTBENCHMARKREPORT

RETAILERS’TOOLKITSNOWINCLUDEMEDIANETWORKSANDMARKETPLACES

SPONSOREDBY

CarlosMontes-

INTRODUCTION

In2023,retailerscontinuedtograpplewiththemultiplechallengesinvolvedincreatingaseamlessomnichannelexperienceforcustomers—manyofwhicharerelatedtofulfillingorderswhen,whereandhowcustomerswantwhilestillmaintainingacceptableprofitmargins.

Butwhiletheproblemsmaybefamiliar,someofthesolutionsarenew(or

atleastnew-ish)—includingthecrownjewelof2023,retailmedianetworks(RMNs).Justoverhalf(51%)ofthe112retailersrespondingtothe2023RetailTouchPointsOmnichannelandFulfillmentBenchmarkSurveyaddedRMNstotheirdigitalservicesofferingsin2023.Manyretailersalsoarereturning

totried-and-truetactics,includingthe41%thataddedloyaltyprogram

activations/experiencesandthe39%deployingQRcodesinstores.(Allthreewerenewresponseoptionsaddedthisyear.)

Anotherfast-expandingsector,marketplacesareincreasinglybeing

integratedintoretailers’omnichannelandfulfillmenttoolkit.Whilethebiggestbenefitofsellingviamarketplaceswasaccesstoawidercustomerbase,citedby71%ofsurveyrespondents,morethanone-third(38%)identifiedfaster,

morecost-effectiveshippingasapositive.

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5KeyTakeaways

Retailmedianetworksarebecomingvaluablepartsofaseamlessomnichannelexperience:51%ofretailersaddedanRMNtotheirdigitalservicesofferingsin2023.

Marketplacesareprovingtheirworthto

omnichannelretailers,bothinprovidingaccesstoawidercustomerbase(citedby71%ofretailers)andinsimplifyingfulfillment—38%saidfaster,morecost-effectiveshippingviamarketplaceswasabenefit.

Theincreasinglylouddrumbeatforsustainabilityhasretailersthatsupporttheseeffortslookingatmultiplemethodstoprovetheirgreenbonafides:Morethan

one-third(38%)nowacceptuseditemsforresale

orupcycling(anewresponseoptionfor2023),and54%aregoingtotherootoftheissuebyinvestinginsustainablesourcingandproductdevelopment,upfrom38%in2022.

Everythingaboutmanagingreturnsisdifficult,butretailersareincreasinglyworriedaboutonechallengeinparticular:fraudulentreturns.Minimizingthemwascitedasakeychallengeby54%ofretailers,upfrom

46%in2022andsecondonlytoperennialconcerns

aboutthecostofreturnsshippingandhandling,citedby67%.

Whilestore-basedfulfillmentisstillgoingstrong—

54%ofretailersuseactivephysicalstoresasthefinal

locationforinventorypriortodelivery—thereare

indicationsretailersarerelyingmoreonthird-partyservicessuchasInstacart,UberandDoorDashto

handlelastmilelogistics.Useoftheseservicesrose

from45%in2022to53%thisyear,andthepercentageofrespondentsthatarecreatingdedicatedspacesfororderprepinstoresdroppedfrom60%lastyearto43%in2023.

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2023OmnichannelandFulfillmentBenchmarkReport2

46%

41%

39%

36%

31%

29%

16%

16%

13%

11%

10%

9%

Overthepastyear,whichofthefollowingdigitalservicesandexperienceshaveyouaddedtocreateaseamlessomnichannelbrandexperience?

Phone/textchatswithstoreassociates

54%

Retailmediaadvertising

51%

Messagingapps

Loyaltyprogramactivations/experiences

QRcodesin-store

Virtualappointmentswithsalesperson/stylist

AI/machinelearning-poweredchatbots

Livestreamingevents

NFTs/digitalgoods

Onlinefittingsolutionsforapparel/footwear

Experiencesingaming/metaverseplatforms

NFTswithphysicalworldcounterparts

CTVadvertising

AR-basedtry-onsolutions

2023OmnichannelandFulfillmentBenchmarkReport3

42%

29%

20%

15%

13%

11%

Whichchannelsdoyoucurrentlyconductbusinessin?

Companywebsite

72%

Brick-and-mortarstore

62%

Mobilewebsiteorapp

52%

Socialcommerce

50%

Ecommercemarketplace

Wholesaler/distributor

Subscriptioncommerceonline

Metaversecommerce

Voicecommerce

Catalog

2023OmnichannelandFulfillmentBenchmarkReport4

Howhavethesechannels’revenuechangedover

thepast12months?

Increased

Somewhat

Increased

Significantly

Decreased

Somewhat

Decreased

Significantly

Companywebsite

38%

32%

8%

0%

Socialcommerce

36%

28%

4%

1%

Ecommercemarketplace

33%

16%

4%

1%

Mobilewebsiteorapp

31%

27%

6%

0%

Brick-and-mortarstore

29%

18%

18%

4%

Subscriptioncommerceonline

22%

18%

4%

2%

Wholesaler/distributor

21%

16%

3%

2%

Catalog

20%

11%

4%

5%

Voicecommerce

1%

1%

14%

12%

Metaversecommerce

13%

13%

1%

2%

2023OmnichannelandFulfillmentBenchmarkReport5

Whatarethemostimportantstrategicbusiness

objectivesofyourcompany’somnichannelstrategy?

Reactingmorequicklytobusiness/marketchanges

41%

Providingaseamlesscustomerexperienceacrossallchannels

40%

Maximizingthevalueofbrick-and-mortarstorefootprint

38%

Acquiringnewcustomers

37%

Improvingcustomerretention

31%

Reducingreturns

29%

Makingfulfillmentservicesmorecost-effective

29%

Optimizinginventoryinvestments

17%

Implementingmoretangiblesustainabilityactions

14%

Creatingpersonalized1:1interactionswithcustomers

12%

Gatheringmorefirst-partydataaboutcustomers

9%

Localizingassortments/experiences

4%

OMNICHANNELBENEFITSMOVEINMOREPRACTICALDIRECTIONS

Manystrategicbusinessobjectivesare,bydesign,broadandbig-picture,and

retailers’topomnichannelgoalsfitthisdescription:41%ofretailersidentified

reactingmorequicklytobusinessandmarketchangesasanimportant

objective,followedcloselybythe40%thatcitedprovidingaseamless

customerexperienceacrossallchannels.

Butthisyear’ssurveyshowedthatforapproximatelythreein10respondents,

omnichannelstrategiesalsoarebeingdesignedtocreatepractical,bottom-

linebenefits:31%ofretailerscitedimprovingcustomerretentionasakey

omnichannelobjective,and29%identifiedbothreducingreturnsandmaking

fulfillmentservicesmorecost-effective.

Benefitsstemmingfromomnichannelstrategiesalsohavebeen

spreadingwidelyacrosstheretailenterprise.Forexample,in2022,21%of

respondentssaidimprovedsupplychainefficiencywasavaluablebenefit,

butthatpercentageincreasedto34%in2023.Omnichannelstrategies

alsoareaddressingthecountry’stightlabormarket:whilejust8%of2022

respondentssaidimprovedemployeesatisfaction/retentionwasakeybenefit,

thatnumbernearlydoubledthisyearto14%.

zapp2photo-

2023OmnichannelandFulfillmentBenchmarkReport6

38%

36%

34%

28%

24%

21%

14%

11%

Whatarethemostvaluablewaysyouromnichannelstrategieshaveimprovedyourbusiness?

Improvedcustomerservice

54%

Improvedmarketingeffectiveness

Increasedcustomerengagementwithbrand

Improvedsupplychainefficiency

Improvedinventoryoptimization

Improvedloyalty

Improvedcustomerretention

Improvedemployeesatisfaction/retention

Increasedconversionsand/orbasketsize

Decreasedreturnrate

4%

2023OmnichannelandFulfillmentBenchmarkReport7

didiksaputra-

PSYCHOBUNNYBUILDSOMNICHANNELFULFILLMENTNETWORKINSTORES

WITHDEPOSCO

PsychoBunny

isaluxuryclothingbrandknownforitsplayfuldesigns,

colorfulandvibrantcollectionsandhigh-qualityproducts.Thebrandfacedchallengesduetoafragmentedsystemthatdidnotprovidereal-time

inventoryvisibility,resultinginstockoutsandlostsales.

Visibilityproblemscreatedadditionalcostsanddelaysthatwerehavinga

negativeimpact.Theywerelookingforasolutionthatcouldunifyinventorymanagementandstreamlinetheirorderfulfillmentprocesswhileofferingapositiveomnichannelexperiencetotheircustomers.

PsychoBunnyneededasystemthatwouldenablethemtoimplementa

ship-from-storefunctionality,beingabletofulfillordersdirectlyfromtheir60+storelocationswithoutinventorycomplicationsordelays.

“IwouldrecommendDeposcobecauseoftherealpartnership.Weworkwithmanyvendors,andthedifferencebetweenthemand

Deposcoisunderstandingourspeedandourneeds.WebelieveDeposcocangoasfastasPsychoBunnyandwegrowveryfast!”

—MonicaProvenza,Director,OmnichannelandExperience,PsychoBunny

2023OmnichannelandFulfillmentBenchmarkReport8

SOLUTION

yuniazizah-

Recognizingtheimportanceofomnichannelasakeypillaroftheirbusiness

strategy,PsychoBunnyselectedDeposcoBrightStore.Weimplemented

ourstoreinventoryfulfillmentsolutionacross60+storesinonlysixmonths.

Withthebrand’sfirststoreliveinonlythreemonths,PsychoBunnywas

shippingmorethan62,000orders,alongsideareductionfromtwotofive

daysofprocessingtimefororderssourcedfromthedistributioncenterto

under48hoursoutofthestoreswithDeposco.

ThesoftwaregavePsychoBunnyreal-timevisibilityintotheirinventory

acrossalloftheirstores,withroomtogrowseamlessly.Theship-from-store

functionalitycreatedascalableprocessforfulfillingordersdirectlyfrom

PsychoBunny’sstorelocationswithsignificantlyreducedorderfulfillment

brandgrowththrough

time,increasedcustomersatisfactionandloyalty,and

aunifiedomnichannelexperience.

TopSupplyChain

Deposco’sintegrationwithPsychoBunnyearneda

Projects2023award.

3-DAYREDUCTIONINORDER

PROCESSINGTIMESFROMDC

60%OFSTORESINAVAILABLE-

TO-SELLFULFILLMENTNETWORK

20%INCREASEIN

INVENTORY

GO-LIVE1WEEKBEFORE

BLACKFRIDAY

2023OmnichannelandFulfillmentBenchmarkReport9

Whatarethemosteffectivetoolsforachievingyouromnichannelbrandstrategy?

MARKETPLACESINCREASINGLYSEENASOMNICHANNELDRIVER

Loyaltyprogram

57%

Thegrowthofmarketplaceshasbeenoneofthetopretailstoriesofthepastfewyears,andthat’sreflectedinthe2023surveyresults:28%ofretailers

calledmarketplaceseffectivetoolsforachievingtheiromnichannelbrand

strategy,doublethe14%thatchosethisoptionlastyear.Andthepercentageofrespondentsthatdon’tsellonoroperatemarketplacesatallshrankthis

year,from16%in2022to9%in2023.

Whilemarketplacesarestillseenprimarilyascustomeracquisitionvehicles(thelargestgroupofretailers,71%,saidaccesstoawidercustomerbase

wasakeybenefitofmarketplaceselling),theyarealsobeingprizedfortheirpracticalcapabilities:38%citedfaster,morecost-effectiveshipping,upfrom21%in2022.

Multipleordering/deliveryoptions(BOPIS,etc.)

39%

Freeshipping

37%

Commitmenttosustainablepractices

31%

Personalizedoffers/communications

31%

Marketplaces

28%

Marketplacesalsoareincreasinglyseenasdata-gatheringtools,although

growthinthisareahasbeenslow,risingfrom28%lastyearto31%thisyear.

Cross-channelinventoryavailabilitydata

26%

Andforretailersinvestinginsustainability,there’snoshortageofmethodsfor

becominggreener.Amajority(58%)ofretailersarebatchprocessingorders

toreducethenumberofdeliveriestheymake,and54%areencouraging

Livestreaming/liveshopping

scheduledorconsolidateddeliveries,whichcanreducecarbonfootprints.

14%

Onemajorchangefrom2022:thepercentageofretailersinvestingin

Retailmedianetworks

sustainablesourcingandproductdevelopment,whichrosefrom38%to

13%

54%.Sustainablepackaginginvestmentsalsoclimbed,from29%to50%.

Additionally,asignificantgroupofsustainability-focusedretailers(38%)are

nowacceptinguseditemsforresaleorupcycling,astrongsignthatthe

Digitalgoods(e.g.NFTs,‘skins’forgamingenvironments)

circulareconomyistakingholdamongomnichannelretailers.

10%

Installationandbreak/fixservices

6%

2023OmnichannelandFulfillmentBenchmarkReport10

Whatarethebenefitsofsellingyourproductsthroughamarketplace?

Accesstoawidercustomerbase

Greaterexposureforbrand

Faster/morecost-effectiveshipping

Mycustomersalreadylookformethere

Newopportunitiestogatherdata

Removessomeofthelogisticaleffort

N/A,wedon’tsellonoroperateamarketplace

9%

38%

34%

33%

47%

31%

71%

Howareyouinvestinginsustainabilityacrossthevaluechain?(amongthosesupportingsustainabilityefforts)

Batchprocessingorderstoreducenumberofdeliveries

Encouragingscheduled/consolidateddeliveries

Investinginsustainablesourcingandproductdevelopment

Sustainablepackaging

Acceptinguseditemsforresale/upcycling

Offeringrepairservices

BiggeremphasisonBOPIS/curbsidepickup

Offeringitemsforrental

Usingelectricvehicles

50%

38%

58%

25%

54%

54%

13%

17%

17%

2023OmnichannelandFulfillmentBenchmarkReport11

HASRETAILER-MANAGEDSTORE-BASEDFULFILLMENTPEAKED?

Store-basedfulfillment,whichgotamajorboostfromtheCOVIDpandemic,isstillgoingstrong:54%ofretailersreportedthatactivephysicalstores

arethefinallocationsforinventorypriortodelivery,virtuallyunchangedfrom2022.

Butwhatmaybechangingiswhoisdoingthepicking,packinganddeliveryofthoseorders.Whilenearlytwo-thirds(65%)ofretailersassignedin-storestafftothesetasksin2022,thatpercentagedroppedto56%thisyear.Thoseprovidingdedicatedspacefororderprepalsodipped,from60%to43%.

Moreretailersareoutsourcingthesefunctionstothird-partyservicessuch

asInstacart,DoorDashandUberEats,allofwhichannouncednewretail

partnerships(manyofwhichwereoutsidethegrocerysector)thisyear.Thepercentageofretailersusingtheseservicesclimbedfrom45%in2022to53%in2023.

56%

53%

43%

38%

Whatarethefinallocationswhereyoustoreinventorypriortodeliveringtocustomers?

Activephysicalstores

54%

Distributioncenters

36%

Third-partylocations(storagelockers,non-storepickuppoints)

30%

Darkstores

21%

Microfulfillmentcenters

19%

23%

17%

13%

11%

Whichstore-basedfulfillmentsolutionsdoyouuse?

In-storestaffassignedtoproductpicking/orderprep

Third-partyproductpickingservices,e.g.Instacart

Dedicatedspacefororderprep

Curbsidepickup

Microfulfillmentcentersattachedtocustomer-facingstores

Darkstores

Unattendedsolutions(e.g.automatedlockers)

BOPIS

2023OmnichannelandFulfillmentBenchmarkReport12

Whatareyourmostsignificantlastmile/fulfillmentchallenges?

Risingshippingcosts

LASTMILECHORES

RETAILERSINCREASINGLYOUTSOURCE56%

Customerexpectationsarounddeliverytimes

55%

Consumers’appetiteforgettingproductsdeliveredtothemcontinuesto

tocustomers(versusthosepurchasedinstoresorpickedupbyshoppers)increasedoverthepast12months:41%saiditincreasedslightlyand18%

decreasedduringthisperiod.)

Giventheseincreases,it’snowonderthatrisingshippingcostsagaintopped

thelistofsignificantlastmileandfulfillmentchallenges,selectedby56%of

rise:amajority(59%)ofretailerssaidthepercentageofproductsdelivered

saiditincreasedsignificantly.(Just16%ofrespondentssaidthispercentageHandlingcustomerqueries/complaintsefficientlyandeffectively

51%

retailers.Butinashiftfromlastyear,nearlyasmany,55%,citedcustomerCustomerexpectationsoffree/low-costshipping

expectationsarounddeliverytimesasakeychallengein2023,upfrom38%

packagerecipientsphotosofboxesontheirdoorstepasproofofdelivery,

in2022.AsAmazonhassteppedupitsdeliverygame,forexamplesending44%

otherretailershavebeenforcedtofindwaystomake—andkeep—delivery

timeguarantees.serviceproviders(e.g.delivery

companiesthatspecializeinthem:courierservicessuchasFedExandthe

Moreretailersarehandingoffthemechanicsoflastmiledeliveriesto36%

USPSaswellasthird-partydeliverypartnerslikeInstacart.Whilejust45%of

2022surveyrespondentsoutsourceddeliveriestocourierservices,57%didDelivery/fulfillmentlogistics

soin2023.Thepercentageusingthird-partycompaniesalsorose,from29%

lastyearto38%thisyear.35%

Allocating/schedulingstoreworkforceforfulfillmenttasks

23%

2023OmnichannelandFulfillmentBenchmarkReport13

Retailersuseawiderangeoftechnologysolutionstomanagetheirlastmileoperations,includingthemostpopularchoice,transportationmanagementsolutions,at40%.Nearlyone-quarter(24%)ofretailersaretryingtogettotherootofthechallengeby“shortening”thelastmile,usingalgorithmstopre-

positioninventoryclosetolocationswheredemandisexpected.

Anotheron-the-risetechnologyismobiledevicemonitoringofdeliverypersonnel,whichincreasedfrom32%in2022to39%in2023.

Whichofthesetechnologiesdoyouusetomanageyourlastmileactivities?

Transportationmanagementsolution

40%

Mobiledevicemonitoringofdeliverypeople

39%

Routeoptimizationsystem

29%

Vehiclemonitoringtechnology

27%

RFIDonproducts/packaging

25%

RFIDonshippingcontainers

25%

Algorithmstopre-positioninventoryclosetoexpecteddemandlocations

24%

IoTsensors

19%

Land-basedrobotic(non-assisted)deliveries

13%

Dronedeliveries

9%

Autonomouscars

7%

Whatelementsoflastmileservicedoyououtsourcetothirdparties?

Courier/deliveryservices(e.g.FedEx,UPS,USPS)

57%

Third-partydeliverypartners(e.g.DoorDash,Instacart)

38%

Dropshipitemsdirectlyfromsuppliers

26%

Productrepair/service

23%

Returnsmanagement

21%

Customerservice/callcenter

21%

Productdelivery/setup

18%

Wedon’toutsourceanylastmileservicestoday

16%

Wedon’toutsourcenowbutplantointhenearfuture

7%

2023OmnichannelandFulfillmentBenchmarkReport14

Aswithshipping,thecostofmanagingreturnsremainsretailers’top

challenge,risingto64%ofrespondentsin2023from58%lastyear.There’salsogrowingconcernaboutfraudulentreturns,asretailersseektogeta

handleoncostsbyensuringthosereturnstheydoreceivearelegitimate.

Minimizingfraudulentreturnswasakeychallengefor46%ofretailersin2022,butroseto54%in2023.

Whatareyourgreatestchallengeswithregardtoproductreturns?

Costofreturnsshipping/handling

67%

Minimizingfraudulentreturns

Costofinspectingreturneditemsandre-integratingthemintosellableinventory

Cost/logisticsofcreditingshoppers’accountsor

providingrefunds

Communicatingreturnsrulesandprocesseseffectivelytoconsumers

Managingin-storestaffprocessingreturns

Customerissueswithpackingandshippingitemsforreturn

54%

46%

44%

37%

29%

22%

UMR-

2023OmnichannelandFulfillmentBenchmarkReport