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Omnichannel Approach to Sales in the University Author Note Introduction

   

Added on  2020-05-04

10 Pages2029 Words69 Views
Running head: SUPPLY CHAIN PRINCIPLESSupply Chain PrinciplesName of StudentName of the UniversityAuthor Note

SUPPLY CHAIN PRINCIPLES1IntroductionThe omnichannel is considered as one of the most important multiple channel approachrelated to sales, in which the customers are being provided seamless shopping experienceirrespective of the shopping medium they are using (Verhoef, Kannan and Inman 2015). Thisreport would identify the major themes associated with omnichannel in supply chainmanagement and discuss about the same. DiscussionAs opined by Christopher (2016), there has been a paradigm shift from the multi-channelretailing to the broader perspective of omni-channel retailing. The multichannel supply chainwas common in the last decade but now it has shifted its focus to the omnichannel retailpractices, which are closely related with the supply chain job task (Cao and Li 2015). Theomnichannel supply chain is concerned with the using of the central stock pool so that a numberof factors such as sales, fulfillment, ordering, stock management can be controlled. The omni-channel is considered as the emerging trend in the retail industry, which aims to makecoordination between the technologies and the processes in the supply chain domain (Cao and Li2015). This framework can be applied to a wide variety of cases which also includes theintegration of the visual enablers applied to a wide range of retail models of the supply chains. As commented by Hübner, Holzapfel and Kuhn (2016), the distribution system in theomni-channel retailing remains a challenge and is one of the prime concerns of the omni-channel supply chain. There should be effective direct-to-consumer approach as well as storedeliveries in the omni channel supply chain network and this should also be concerned with theassociated return processes (Sanders 2014). There have been several sources of the omnichannel

SUPPLY CHAIN PRINCIPLES2sources such as suppliers, retailers and the final destinations such as stores or homes, whichdefine the pattern of the supply chain (like store pick up or the home delivery). The findings of Hübner, Kuhn and Wollenburg (2016) indicate one major theme such asplanning of the supply chain distribution networks in omni-channel grocery network. There hasbeen inadequate research as well as practice in the integrated fulfillment of the distributionconcepts in the store as well as home deliveries of the omni-channels (Cao and Li 2015). Theplanning process of the OC logistics can be divided into last mile distribution concepts as well asback-end fulfillment process. The back-end fulfillment process is concerned with the in-storepicking and the warehouse while the last mile distribution concepts deals with the attended orun-attended delivery processes (Galipoglu et al. 2017). The design choices are dependent on thecountry specifics, customer behavior and others. The viewpoints of Bell, Gallino and Moreno (2013) reveal that the omnichannel networkshave led to the increased implications on the demands of the customers as well as operationalissues like the return of the products. The article focuses on the concept of the channel matchingwhere the customers have great need of physical access who needs a higher amount ofinformation. The introduction of certain offline display of the inventory is essential for increasedchances of customer purchases. As commented by Fairchild (2014), the omni-channel commerce involves thecombination of traditional commerce along with online commerce by the process of integratingthe processes in a complementary manner. This also includes the external logistics partnersembedded in the processes (Cao and Li 2015). The objective of the research is to aid the third-party logistics partners for the product delivery. The omnichannel commerce is considered as thecross-channel business model where the companies aim for improving the customer experience

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