Many of the large retail store fronts are utilizing or moving towards Omni-Channel Fulfillment to best utilize store inventory and warehouse locations to fill orders placed within the stores or online. Customers don't care how the company fulfills the order as long as it is accurate and the delivery is timely.
Macy's learned early on that instead of utilizing special purpose fulfillment personnel that they were better off using the support of store associates as they had a better understanding of the merchandise and people putting merchandise on the floor will find the item much quicker. Training is key to a successful integration of Omni-Channel Fulfillment.
Anyone currently thinking about Omni-Channel Fulfillment or working through integration should consider looking into the success Macy's has had and how they have continued to overcome obstacles.
The full article can be read at http://logisticsviewpoints.com/2013/03/04/macys-wins-with-omni-channel-fulfillment/?goback=.gde_54591_member_219391764