Ship-from-store: Who gets credit for the sale?

The “silo culture” holding back omnichannel is something that I address on an earlier post. This comment (from RetailWire) pertains especially to the accounting for sales when a product is ordered online but shipped from a physical location. As this becomes a more common practice, it’s a question deserving an answer:

The sense among brick-and-mortar managers that their company’s e-commerce channel is their own worst enemy — is part of the reason that stores continue to move slowly at development of a true omnichannel model. It would be worth knowing how Macy’s handles these kinds of issues, since it is already steps ahead of other aspiring omnichannel retailers.

To oversimplify, if an individual store location is taking on the expense of order processing, and shipping goods from its own inventory — rather than from an e-commerce distribution center — shouldn’t it be credited with the sale? In the early days of my career, when I bought cosmetics, the charge customers’ “remittance envelope” orders (remember those?) were filled by (and credited to) the branch store filling the order. (Usually the downtown headquarters store…remember those?) I don’t see this concept being totally different.


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