Analyst Insight: Multichannel fulfillment can be defined as optimizing the supply chain's capabilities to simultaneously receive and process orders from multiple ordering channels and fulfill them from the source that provides the highest level of consumer satisfaction and lowest fulfillment cost to the retailer. This model for fulfillment is both customer - and cost-driven and, therefore, the new de facto standard for the retail supply chain. - Joe Vernon, Manager of North America Supply Chain Technologies, Capgemini