Operations in an Omnichannel World
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Beschreibung
The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at brick-and-mortar channels, a much larger fraction of sales is affected by online channels in different touch points during the customer journey. Shopper behavior and expectations have been evolving along with the growth of digital channels, challenging retailers to redesign their fulfillment and execution processes, to better serve their customers.
This edited book examines the challenges and opportunities arising from the shift towards omni- channel retail. We examine these issues through the lenses of operations management, emphasizing the supply chain transformations associated with fulfilling an omni-channel demand.
The book is divided into three parts. In the first part, “Omni-channel business models”, we present four studies that explore how retailers are adjusting their fundamental business modelsto the new omni-channel landscape. The second part, “Data-driven decisions in an omni-channel world”, includes five chapters that study the evolving data opportunities enabled by omni-channel retail and present specific examples of data-driven analyses. Finally, in the third part, “Case studies in Omni-channel retailing”, we include four studies that provide a deep dive into how specific industries, companies and markets are navigating the omni-channel world.
Ultimately, this book introduces the reader to the fundamentals of operations in an omni-channel context and highlights the different innovative research ideas on the topic using a variety of methodologies.
First extensive look at Operations Management in the Omni-channel environmentPresents the latest research in the areaEditors, and many contributors are among the most prominent names in this new area
First extensive look at Operations Management in the Omni-channel environment Presents the latest research in the area of omni-channel retailing Editors and contributors are among the most prominent names in this new area
Autor*in
Santiago Gallino
Themen in »Operations in an Omnichannel World«
Omni-channel Marketing Omni-channel Operations Omni-channel Retail Integrated Delivery Modes Channel Strategies Dynamic Fulfillment Channel Conflicts Consumer Purchase Behavior