Omnichannel strategy

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Recovering the text from my broken computer - will paste Saturday Evening :(

Abstract

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 innovative 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. This article presents and reflects on the aspects of this change from a project management perspective.

Introduction

Retailers have traditionally oriented their strategy to deliver the right product at the right location and time. With the rise of internet and smart devices, and the new capabilities of connection and tracking through multiple digital platforms, new challenges appear to last mile logistics, marketing and multi device purchasing. An opportunity arises for retailers to become truly customer-centered and personalize their shopping experiences. However, it adds new challenges and complexities to the supply chain management. Specifically, omnichannel refers to the use of both physical and digital channels combined with the delivery of a seamless shopping experience. This strategy requires a complex robust system and management in which the supply chain must adapt quickly to demand, escalate as required and have a fast response in the last mile delivery. This revolution will mean a transformation in the way that retailers manage their supply chain.