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Title: How omni-channel can be the future of retailing
Authors: Chopra, Sunil
Keywords: Supply chain management
Omni-channel retailing
Issue Date: Jun-2016
Publisher: Indian Institute of Management Calcutta, Kolkata
Series/Report no.: Vol.43;No.2 (Special Issue on Supply Chain Management in Emerging Economies)
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.
Description: Sunil Chopra, Kellogg School of Management, Northwestern University, 2001 Sheridan Rd, Evanston, IL, 60208, USA
Issue Editor - Balram Avittathur & Jayanth Jayaram
ISSN: 0304-0941 (print version) ; 2197-1722 (electronic version)
Appears in Collections:Issue 2, June 2016

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