How omni-channel can be the future of retailing

Sunil Chopra ()
Additional contact information
Sunil Chopra: Northwestern University

DECISION: Official Journal of the Indian Institute of Management Calcutta, 2016, vol. 43, issue 2, No 3, 135-144

Abstract: Abstract We discuss how omni-channel retailing should be structured to create a supply chain that is both cost effective and responsive to customer needs. Given the complementary strengths of the physical and online channels, hybrid structures should be designed to use both channels. The physical channel should be used to serve frequent and predictable needs and the online channel should be used to provide variety and serve sporadic needs. The physical channel can also serve as a showroom and pickup location for the online channel. This hybrid structure can be particularly effective in emerging markets where new online players can partner with existing local retailers to benefit both parties and the consumer.

Keywords: Supply chain management; Omni-channel retailing (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (22)

Downloads: (external link)
http://link.springer.com/10.1007/s40622-015-0118-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:decisn:v:43:y:2016:i:2:d:10.1007_s40622-015-0118-9

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/40622

DOI: 10.1007/s40622-015-0118-9

Access Statistics for this article

DECISION: Official Journal of the Indian Institute of Management Calcutta is currently edited by Rajesh Babu

More articles in DECISION: Official Journal of the Indian Institute of Management Calcutta from Springer, Indian Institute of Management Calcutta
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().