ABSTRACT
An omni-channel retail strategy provides an integrated and consistent shopping experience across different channels and devices. The omni-channel retail strategy has been driven by the growth of e-commerce and a multi-channel marketing strategy that offers customers multiple ways to buy products. Companies must now include omni-channel retail in their supply chain strategies to transform them to be agile and responsive to the changing needs of the consumer, and must build robust data and analytics capabilities. Companies today have some big decisions to make about when and how to invest in realigning their supply chains to accommodate an omni-channel pipeline, as, when e-commerce first emerged, most retailers were able to use a small section of an existing distribution center to fulfill online orders. While many retailers keep e-commerce fulfillment in-house, some may require a third-party partner to provide omni-channel supply chain technology solutions in order to combine shopping channels with one view of stock.
