To counteract the boom of e-commerce, many modern retailers have adopted an omni-channel strategy. The omni-channel integrates its in-store service with online service to provide customers a complete communication channel with the retailer. This was a step in the right direction as it offered retailers more opportunities to interact with the customer, but more was needed to make a significant impact on revenue.

Some forward thinking enterprises took the lead and the omni-channel started to evolve into what is today called the adaptive channel. In the adaptive channel approach, retailers use their physical stores to the advantage. A classic example of this change is the retailer offering items at a lower price online with the possibility of picking up the ordered items at the store, thereby avoiding shipping costs and wait times.

Datalogic’s Jade™ X7 portal scanner has found its niche in this new approach towards the customer. Many stores are using this device for online order fulfillment. The ordered articles are scanned with the Jade X7 portal scanner and put directly into the shipment box. The Jade X7 portal scanner is also used for home deliveries after shopping in the actual store. The customer shops in the supermarket, pays for the purchase and leaves the cart in a designated area. The items in the cart are scanned with the Jade X7 portal scanner. The items are then put in boxes and delivered directly to the customer’s home.