Integrated Fulfillment: The Direct/Retail Balancing Act

8. Adopt retail store fulfillment of orders from e-commerce or catalog customers.

Direct Orders From Stores
Your first priority always should be to have optimal inventory available in the fulfillment center — it’s the lowest cost way to serve customers. If that fails, you’ll want to “save the sale” — and the idea of filling customer orders from retail stores isn’t anything new. What is new is the ability to automate store fill allocation of customer orders with a variety of user-defined business rules.