Strategies for Sales Channel Conflicts in the Era of Omni-channel Retailing and Future Outlook

Yuqiao Wan ()
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Yuqiao Wan: Macau University of Science and Technology, School of Liberal Arts

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 1000-1009 from Springer

Abstract: Abstract With the rapid development of the omni-channel retail model, enterprises are confronted with challenges such as cost, service and inventory conflicts when integrating online and offline channels. This article systematically analyzes the specific manifestations of channel conflicts in omni-channel retail: the imbalance in cost allocation between online and offline, service contradictions caused by differences in return and exchange policies, and resource waste resulting from the mismatch of inventory information. In response to these problems, three major solutions are proposed: optimizing resource integration and differentiated pricing through the benefit distribution system; Achieve service standardization and dynamic demand matching through channel collaborative planning; Apply intelligent technologies to promote real-time inventory sharing and the construction of flexible supply chains. Future outlook indicates that the deepening of technology-driven development, model innovation and the strengthening of consumer sovereignty will promote channel symbiosis and drive the sustainable development of the omni-channel retail industry.

Keywords: Omni-channel retail sales; channel conflict; inventory management; technology drives; consumer experience (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-874-5_116

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