Omnichannel strategy

Retailers have traditionally oriented their strategy to deliver the right product at the right location and the right time. With the rise of internet, combined with smart devices, the capabilities of connection and tracking through multiple digital platforms have introduced new challenges to the last mile logistics, marketing and multi device purchasing. With the implementation of omnichannel, an opportunity arises for retailers to become truly customer-centered and personalize their shopping experiences. Companies that are not moving to online shopping are more likely to reduce their market share and impact than the others adapting. The use of agile Project Management approaches to IT and Business, focusing in long term customer trends and continuously adapting to an evolving target might be key to success. This new environment requires new management approaches and tools for the Supply Chain to make the transition with the consideration of all the stakeholders and objectives.

Omnichannel refers to the use of both physical and digital channels combined with the delivery of a seamless shopping experience. Offering all the advantages, comfort and information (given and obtained from the customer) of online shopping combined with a tailored Last Mile delivery (same day, 2 day or pick up in store) implies new challenges and investigation lines for the coming years.