DEVELOPING OMNI- CHANNEL SUPPLY CHAIN FOR RETAIL SECTOR

Abstract

“Omni-channel” has become a buzzword in retail for good reason. New technologies and better data bring the longtime dream of a unified cross-channel shopping experience within reach. In practice, however, most retailers still fall far short of achieving this vision. Consumers, on the other hand, have already embraced seamless shopping across channels. Armed with smartphones and tablets, shoppers go back and forth effortlessly between the real and digital worlds. They’re using their phones while in stores to research products and compare prices. They’re ordering online and then picking up in person. And they’re consulting friends near and far wherever they may find themselves contemplating a purchase. Every day, more of them come to expect an Omni-channel experience. Why are retailers lagging behind consumers? First, most sales still happen in brick- and-mortar stores, hiding the revolutionary effect mobile devices are having on the shopping experience and lulling some retailers into complacency. Second, Omni- channel is hard. Not only does it require retailers to adjust business operations and link databases, it’s very difficult to judge which innovations make a difference. Retailers are far from mastering cross-channel attribution.