ABSTRACT
The term 'omnichannel' means to combine in an integrated way different channels, both online and offline, from mobile to brick and mortar and a mix of devices. The omnichannel strategy ends the era of online channels that are thought of and treated as a separate channel without integration to the traditional channel. A number of important questions in the operationalisation of omnichannel strategies have needed to be delivered, basically because the traditional supply chain is not a good fit for the purpose of omnichannel. The integration between offline and online retail has led to a significant change both to companies' operations management and to the market structure. Another activity that business-to-business (B2B) companies need to implement and perfect is to control their presence and performance across channels through ad hoc metrics and the development of appropriate dashboards of key performance indicators (KPIs).
