Omnichannel retailing is here to stay, and retailers not using it successfully are losing sales and profits to those that do. In devising an omnichannel strategy, the natural starting point is the point of purchase "” brick-and-mortar stores and/or e-commerce sites for online and mobile shopping. But customer expectations don't stop when the sale is made. Order fulfillment is every bit as important to winning repeat business. Now more than ever, a well-developed supply chain strategy is vital to retailers' success.