INTERVIEW WITH
KERRY W. COIN
For many retailers,
omnichannel commerce
is new and uncharted
territory. But consultant Kerry
W. Coin has been there and
now offers some guidance
on how retailers can master
a strategy that’s fraught with
supply chain challenges.
Omnichannel
navigator
BY JAMES A. COOKE, EDITOR AT LARGE
THE DC VELOCITY Q&A
thoughtleaders
OMNICHANNEL COMMERCE IS CHANGING AL
most every aspect of how retailers serve their customers—
from the way they take orders to how and when they fill
and deliver those orders. Omnichannel commerce refers
to retailers’ efforts to seamlessly integrate their store and
ecommerce selling channels. As retailers begin to simul
taneously serve Internet, catalog, and store sales channels,
some are discovering that there are unique supply chain
challenges associated with that strategy.
Among the supply chain professionals who have suc
cessfully navigated those challenges is consultant Kerry
W. Coin, who recently retired from his position as senior
vice president and chief logistics officer at Ann Inc., a $2.5
billion fashion retailer operating more than 1,000 stores
under the Ann Taylor and Loft brands. While there, he
helped develop a strategy for serving four retail store
channels and two ecommerce sites.
Coin has a broad background, having worked in appar
el, retail food services, consumer products, and manage
ment consulting. Today, he serves as a principal of The
This story first appeared in the Quarter 1/2014 edition of
CSCMP’s Supply Chain Quarterly, a journal of thought leadership for the supply chain management profession and a sister
publication to AGiLE Business Media’s DC VELOCITY. Readers
can obtain a subscription by joining the Council of Supply Chain
Management Professionals (whose membership dues include the
Quarterly’s subscription fee). Subscriptions are also available to
nonmembers for $34.95 (digital) or $89 a year (print). For more
information, visit www.SupplyChainQuarterly.com.
