Distribution and the New Retail Imperative
Romanian Distribution Committee Magazine, 2017, vol. 8, issue 2, 24-28
The transformation of managing and organizing distribution within the business context s changing conditions is obvious, supply chains needing to master micro segmentation in order to excel in individualization and customization. And as a supply chain can be optimized within an Omni channel business, it is important to consider some relevant issues regarding supply chain planning and execution, Omni channel capabilities, and Omni channel customers clear advantages within a unified brand experience across channels, but not forgetting both that the chance to experience merchandise firsthand is offered by brick-and-mortar stores, and the new standard for a personalized cross-channel brand experience is brick-and-mobile. Brands are needing to focus more on overall experience, both online and in store, listening and pro-actively adapting to the customer s expectations of fulfillment and delivery options, better understanding the difference between unified commerce and Omni channel, recognizing the need for a holistic customer experience that transcends channels, and creating a single commerce platform for all customer engagement points, and a single customer view across channels and devices, with the help of a two-speed architecture.
Keywords: Distribution; End-to-End Value Chain; Supply Chain Planning and Execution; Omni Channel Experience; Unified Commerce (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 Q55 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:rdc:journl:v:8:y:2017:i:2:p:24-28
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