What are the challenges and opportunities of order tracking and visibility in omnichannel retail?

I classic issue I see here is retailers generating the ship label and using that to trigger shipment email and the tracking is not available. You can say the order is packed here and then wait for carrier scan to fire out the tracking email.

Ever wondered, "Where's my order?" It's a common question in e-commerce, driven by the excitement of a purchase and the fact that you've already paid for it. Handover issues and last-mile delivery hiccups can make the wait feel longer and uncertain. Order tracking is the solution here. It gives you real-time updates on where your order is, easing worries and providing peace of mind. The same goes for returns – knowing where it's at in the process is a big deal. Especially during busy sales periods with backlogs. In the world of online shopping, order tracking and visibility aren't just perks; they're essential for a smooth, worry-free experience. They help answer your questions so you don’t have to contact busy customer service teams.

In my experience, catering to the expectations of Generation X involves providing real-time updates on order status and ensuring timely delivery as promised. Generation X customers value efficiency and reliability, and they appreciate having visibility into the whereabouts of their orders throughout the entire process. By offering transparent tracking mechanisms and delivering on promised timelines, businesses can earn the trust and satisfaction of Generation X consumers.

Challenges in order tracking and visibility in omnichannel retail include difficulties in data integration, inventory management, meeting customer expectations, technology implementation, and coordinating logistics. On the other hand, opportunities include enhancing customer experience, optimizing inventory, personalizing offerings, improving operational efficiency, and utilizing data analytics for insights and decision-making.

Order tracking and visibility is simply getting to know the status of your order which can range between a number of statuses such as confirmed, shipped, in-transit, delivered, returned. For orders which include more than 1 item, the shipment could be split into 1 or more parcels to be delivered to you as a customer. Each of these parcels will have the ability to be tracked so you will be able to see which items are being delivered based on a particular contents of a parcel. Retailers often give you an update via email or SMS for your order updates. In addition, you often can see the latest tracking status through the retailers website or mobile application.

Keeping the customer is in the center of our all processes is key. Disregarding how the purchase is concluded, it is one customer and one opportunity to create a positive experience. From product selection, sale order placement to deliver of the goods, enabling the visibility on the order status is crucial for : - managing expectations- could be for a special occasion - aligning delivery dates - being available to receive the goods (when a drop off us not possible) - pivoting or finding alternatives if delivery issues occur. During online transactions, there is a trust pact between the store/brand and the customer- this trust needs to be honored. ➡️ Valuing the customer is good for business

Visibility vs traceability… big question. Order visibility refers to the ability to see and access real-time information about the status and location of an order within the supply chain network. It offers a less granular level of accuracy in my eyes. On the other hand, order tracking specifically refers to the ability to monitor the movement and progress of an individual order from the point of origin to its final destination. It offers detailed updates on shipment milestones, such as when the order is picked, packed, shipped, and delivered. This granular level of tracking enhances customer satisfaction by providing accurate delivery estimates. From a customers pov traceability >> visibility

Navigating order tracking can be a complex task, influenced by various factors. When vendors experience a surge in consecutive orders, it can result in processing delays. Moreover, supply chain hiccups faced by vendors can directly impede the timely fulfillment of customer orders. Another potential hurdle arises when self-help portals fail to provide accurate delivery dates, placing a heavier reliance on human agents for assistance. Furthermore, it's crucial to acknowledge that due to unpredictable factors affecting transit times, the provided delivery dates are, in reality, estimations. This uncertainty can significantly impact customers' overall planning efforts.

To be able to have end-to-end tracking and visibility, there needs to be a consistent way in which the data is collected and formatted. An order can flow through multiple applications and to pin-point the exact status of an order at a particular time becomes extremely difficult. Inconsistent data formats, legacy systems and complex data flows can lead to inabilities to track the lifecycle of an order. As a simple example, orders typically flow from the eCommerce application to the order management system which then integrates into the warehouse system and last mile applications. Each of these applications need to provide tracking or status update activities which could be in different formats, data structures, insufficient detail, etc.

Order tracking and visibility is no longer a nice to have in today's retail landscape. Customers expect to have this type of experience post their purchase, full visibility at both an order and line item level is required to provide a 360 degree view to the customer. In addition, the ability to provide an accurate and realistic delivery promise is being widely adopted. Providing an SLA such as "1-3 days delivery" is becoming a thing of the past. Retailers are striving to have an accurate and specific timeline on when the customers order will reach them. Offering different service types (same day, 60 mins, etc) and putting the power in the hands of the customer to select their preference is emerging as a key feature offering.