Operating an effective omnichannel fulfilment model has become essential for brands looking to elevate customer experience and maintain a competitive edge. In this episode of the Beyond Threads podcast, Lewe Goldmann, Supply Chain and Operations Director at CLOUD NINE, shares how the premium hair styling brand has accelerated growth through smart omnichannel fulfilment strategies.
Known for its high-performance straighteners, curling wands and hair dryers, CLOUD NINE has become a go-to brand for salon-quality styling at home. Lewe reveals how the company has integrated multiple customer touchpoints – across online, retail and wholesale – into a seamless, responsive logistics model.
From inventory management to supply chain visibility, this episode is packed with practical insights for any brand looking to scale its omnichannel fulfilment strategy.
Why omnichannel fulfilment is key to a consistent customer experience
Omnichannel logistics is all about creating a seamless customer journey across every touchpoint – whether that’s online, in-store or through social platforms. Unlike a multichannel strategy, which simply involves selling on multiple platforms, omnichannel fulfilment ensures that every interaction feels consistent and connected.
For brands like CLOUD NINE, this approach is essential to delivering a high-quality, unified experience at every stage of the customer journey. “Omnichannel really means a seamless approach,” said Lewe. “It’s not just about selling through different channels but making sure the experience always feels consistent and cohesive for the customer.”
How omnichannel fulfilment drives reach, efficiency and customer loyalty
One of the primary benefits of a strong omnichannel fulfilment strategy is that it enables fashion brands to connect with customers across the platforms they use most – including platforms such as TikTok, Instagram or Facebook. By maintaining a consistent brand experience across all channels, brands can boost engagement, increase reach and build long-term customer loyalty.
Another key advantage is improved operational efficiency. Integrated fulfilment across multiple sales channels allows for dynamic stock allocation, helping brands to match inventory to real-time demand. For CLOUD NINE, this flexibility is made possible through its partnership with Bleckmann.
With the ability to adapt quickly and maintain stock accuracy, omnichannel fulfilment has become a powerful engine for growth and customer retention. “With the right logistics partner, we can operate seamlessly across both B2B and B2C channels,” said Lewe. “This helps us optimise stock levels and enhance customer satisfaction.”
Overcoming the complexities of omnichannel fulfilment
While omnichannel fulfilment unlocks major advantages, it also presents operational challenges that brands must navigate carefully. One of the biggest is ensuring a consistent brand experience across all touchpoints. From marketing assets to post-purchase communications, every customer interaction must reflect a unified brand identity. This requires strict quality control and continuous oversight across channels.
Another key challenge is meeting the varied expectations of different customer groups. B2B partners often prioritise high-volume efficiency and streamlined logistics, while B2C customers prioritise fast, personalised service with full transparency and tracking. CLOUD NINE has tackled this with fulfilment operations that deliver B2C-style service expectations across all channels – offering proactive communication, real-time tracking and fast response times to all customers. This ensures that every stakeholder receives the same high-quality experience, regardless of order size or channel.
Scaling smarter: How omnichannel fulfilment fuels faster business growth
Effective logistics isn’t just about meeting today’s customer expectations – it’s a key enabler of sustainable business growth. With a strong omnichannel fulfilment framework, brands can enter new markets more efficiently, without overhauling core operations. For example, CLOUD NINE recently expanded into the UAE, where shopping behaviours and customer expectations differ from its base in the UK. However, thanks to the brand’s established omnichannel strategy, CLOUD NINE was able to manage the expansion smoothly without disrupting ongoing operations or compromising customer experience.
As the global retail landscape continues to evolve, a robust omnichannel fulfilment framework is essential in empowering brands to remain agile and scale with confidence. By providing the flexibility to quickly adapt to shifting customer expectations, you can ensure a consistent, high-quality customer experience across every touchpoint.
Want to find out more about how CLOUD NINE is optimising its omnichannel strategy? Press play on the podcast now to get the full story, or get in contact today for a free consultation with a Bleckmann expert!
