Unpacking the importance of accurate transparency across multiple channels

For retailers in 2025, supply chain management presents significant challenges. The requirements of omnichannel retail in particular, coordinating traditional stores with online fulfillment, combined with global trade tensions, changing regulations, and economic uncertainty, are testing retail supply networks. Many previously reliable systems are coming up short, with transparency across these multi-channel operations becoming harder to maintain at a time when clear insight is especially valuable. 

From unpredictable inventory allocation to operational blind spots, today’s disruptions aren’t merely inconveniences. They translate directly into lost sales and diminished customer loyalty. While these problems are multifaceted, many stem from a surprisingly fundamental issue: inadequate visibility. 

The invisible link  

The statistics paint a concerning picture for retail at large. A root cause of these losses lies in inadequate visibility within stores and warehouses. Despite technological advancements, 68 percent of European retailers report only partial inventory accuracy, with just four percent achieving 100 percent real-time visibility. Difficulties in warehouses have a knock-on effect to -sales: 40 percent of retailers cancel at least one in ten online orders due to stock mismatches, eroding customer trust and loyalty.  

This visibility gap creates tangible consequences in the retail environment. Without an accurate view of inventory across channels, retailers face the notorious ‘online yes, in-store no’ dilemma, where digital platforms promise availability that physical locations cannot fulfill. Conversely, stores may hold inventory that online customers desperately seek but cannot access. Meanwhile, customer patience wears thin as BOPIS (buy online, pick up in store) orders face delays and home deliveries arrive incomplete. Internally, staff waste countless hours searching for merchandise that inventory systems incorrectly show as available. 

Transformative technology  

Fortunately, emerging technologies are now able to change the way retail supply chains are monitored and managed in real time, delivering greater transparency across channels. 

Autonomous mobile robots (AMRs) equipped with scanning capabilities, such as those powered by Brain Corp’s BrainOS platform, can conduct continuous inventory stock checks on retail floors ensuring that what the system shows actually matches physical reality. These same platforms enable real-time inventory tracking throughout stores, warehouses, and distribution centers. Unified commerce platforms provide a comprehensive view of inventory across all channels, helping retailers better inform their operations. 

From insight to excellence  

For retailers navigating an increasingly demanding consumer landscape, supply chain visibility isn’t merely a defensive measure, it’s a strategic differentiator. When managers on the ground gain visibility across channels, they unlock capabilities that can help define market leaders: seamless customer experiences regardless of shopping method, flexible fulfillment options that maximize convenience, and inventory optimization that preserves margins.

Achieving this level of insight, however, requires more than technology. It begins with an audit of the retail supply chain to better understand where visibility gaps occur between online and offline inventory. Where do fulfillment processes break down? Are store associates equipped with the same inventory information available to online shoppers? 

The next critical step is integration. Many retailers already collect varying quantities of data across their operations but without connecting these insights and making them actionable at key touchpoints, opportunities will inevitably be missed. Modern cloud platforms can unify data from robotic sensors on the shop floor into one cohesive view. This unified visibility enables associates to access accurate information and propose alternatives when faced with stockouts or fulfillment challenges. 

The future of retail  

As retail continues evolving towards more personalized, flexible shopping experiences, the demand for visibility will only intensify. Retailers will almost inevitably need to track inventory with even greater regularity and detail than before. Comprehensive visibility becomes increasingly fundamental to competitive success. Retailers who invest in connected, intelligent systems today are positioning themselves as tomorrow’s market leaders – more responsive, more efficient, and more capable of meeting customers wherever and however they choose to shop. Those who hesitate risk frustrating customers caught between disconnected channels and inefficient processes. 

Supply chain visibility across all retail channels is no longer optional but essential. It’s the prerequisite for controlling costs, maintaining customer loyalty, and delivering consistent experiences across physical and digital touchpoints. In an era where consumers expect seamless omnichannel convenience, the ability to see clearly across all operations, and act decisively, may be a retailer’s most valuable capability.  

By Michel Spruijt
www.braincorp.com  

Michel Spruijt is the President of Brain Corp International, a leading AI company in the robotics industry. His expertise in scaling AI-powered solutions has been sought after by companies across Europe, North America, the Middle East, and Asia. Michel has spearheaded partnerships with major retailers and manufacturers to deploy the largest global fleet of autonomous mobile robots in commercial spaces.