Background
The online mall, delivery platforms and physical stores each managed their own inventory and members. The same product showed different stock levels per channel, causing overselling online or unfulfillable orders despite in-store stock. Member benefits did not carry across channels, driving complaints.
Solution
- Shared inventory: a unified inventory centre with channel allocation, stock locking and automatic release
- Fulfilment routing: automatic selection of the nearest store based on distance, stock and cost
- Membership middle platform: unified identity, points and benefits redeemable across channels
- Tagging: 68 member tags derived from transaction behaviour to support targeted marketing
Outcomes
- Online stockout rate down 34%; oversold orders down 92%
- Average fulfilment time cut from 26 hours to 14
- Cross-channel members grew from 12% to 38%; member repurchase rate up 21%