Omni-channel logistics and customer experience management

The contamination of online and offline channels is now the new standard in retail and the evolution of the customer journey in an omni-channel perspective. Today, it is no longer just an option for retailers, but a strategic key to success.

A true omni-channel supply chain strategy leverages the same resources—warehouse space, inventory, workforce, and technology—to fulfill orders across all of its channels. This applies whether they are e-commerce orders destined for customers, warehouse restock orders, or distribution channel orders.

With this awareness, Francesco Petino, the owner of Mana srl, has begun the digital transformation of his business, placing the customer experience at the center—regardless of whether it takes place online or offline.

Sidea Group’s project for Mana

Sidea Group was directly responsible for analyzing the customer base and their flows, defining and implementing the omni-channel strategy, and—together with ICAM, a company specializing in the design and production of innovative automatic systems for storing, distributing, and selling materials and goods—managing the automation of the intra-logistics processes in support of the Omni-channel Commerce project.

The omni-channel evolution process of Mana involved launching two different e-commerce platforms, www.next-shop.it and www.manashop.club, as well as digitizing and centralizing the restocking processes of physical stores located in the Apulia region. The goal was to create the most rewarding and efficient Customer Journey possible for customers, whether they shop in-store or on the web.

Digitization and integration for the best Customer Experience

The flagship achievement of the project is the complete digitization and automation of the order-receiving, management, and dispatching processes, as well as the real-time synchronization of handled quantities so that physical warehouse stocks are always aligned with those of the online shops.

The ERP is integrated with both Salesforce (the CRM platform) and ICON (the SILO² automated warehouse management software application).

This integrated architecture makes it possible to display the product catalog and the inventory of all logistics centers, including both direct and indirect points of sale, within the e-commerce catalog.

Logistics is efficiently managed and connected to every sales activity to meet customer needs, avoid critical out-of-stock/overstock issues, and increase sales opportunities by enabling integrated services such as:

• In-store returns
• Ship to Home
• Ship to Store for Pickup
• Ship from Store
• Collection Location (lockers)
• Click and Collect

In addition, the new architecture enables more efficient management of the loyalty program, allowing customers to participate and use the omnichannel loyalty card.

The importance of the last mile

Focusing on the last mile has become crucial for customer engagement and loyalty. It is no longer just about speed and costs—today’s e-shoppers want to choose between delivery or pickup, specify dates and times, and monitor the package’s journey. In short, the last mile is now decisive.

This project aims to perfect the last mile by speeding up deliveries and developing various pickup/return/service solutions. It seeks to guarantee coordination with the customer and provide the freedom to manage both delivery and returns, which nowadays are a key differentiator.

Synergistically integrating e-commerce and retail allows the customer to enjoy a single, continuous brand experience and enables physical stores to maintain a central role in the customer journey. The sensation of “look & feel” is irreplaceable and has undeniable value in the decision-making process. And that’s not the only advantage. Sales staff themselves play a strategic role in building loyalty, as they can offer superior, personalized service, thereby enriching the brand experience with a human touch.

“In an omni-channel scenario, the sales associate becomes an added value, capable of providing integrated features that were previously unimaginable.”

The benefits and advantages achieved

• Automated management of order processing, warehouse operations, and fiscal procedures thanks to ERP integration;
• Omni-channel shopping experience for customers;
• Reduced logistics times and costs;
• Increased Lifetime Value and recurring revenue through new loyalty strategies and customer base marketing.

Future developments of the project

The next steps involve consolidating all processes and continuously improving their effectiveness over time. It will also be crucial to remain sensitive to the customer experience, which must always remain the beating heart of these activities. Technology has no boundaries, and the scenarios imagined yesterday might no longer be valid tomorrow. The success of this project will therefore be measured by the entrepreneur’s foresight and the competence and reliability of technology partners like Sidea Group.

In the photos below: the press conference presenting the project—developed in collaboration with ICAM Intelligent Space Solution—with our colleagues Carmen Cellamare, project manager, and Fedele Amoruso, solution architect, in attendance.