With a variety of distinct channels, including retail, e-commerce and wholesale, blurring a true real-time view of the enterprise became table stakes. In 2008, as omnichannel evolved and e-commerce emerged, the retailer combined its direct and e-commerce silos. To continue on its path of streamlined inventory, by 2015 Aerosoles will have all inventory housed in one group.

This will help the retailer to manage its omnichannel pricing strategy and deliver one seamless experience to the customer. At the 2014 Retail Technology Conference, Aerosoles VP of merchandising Steve Siebel explored how the merging of retail, e-commerce and wholesale channels, as well as the linking of the associated core functions such as assortments, pricing, inventory control, warehouses and demand planning has impacted the retailer's omnichannel journey.

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