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  • Fall 2014
  • Article
  • MIT Sloan Management Review

How to Win in an Omnichannel World

By: David R. Bell, Santiago Gallino and Antonio Moreno
  • Format:Print
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Abstract

The omnichannel environment presents new challenges and opportunities for both information and product fulfillment. While all retailers need to effectively and efficiently manage fulfillment and information provision, there are important nuances to how this happens, depending on where and how the retailer got started and what kinds of improvement create the most leverage. This article delivers a customer-focused framework showing how to win in the omni-channel environment through critical innovations in information delivery and product fulfillment. The framework emerged from our research with both traditional and nontraditional retailers. To thrive in the new environment, retailers of all stripes and origins need to deploy information and fulfillment strategies that reduce friction in every phase of the buying process. This means simultaneously providing, in a cost-effective and narrative-enhancing way.

Keywords

Supply Chain Management; Customer Relationship Management; Marketing; Marketing Strategy; United States

Citation

Bell, David R., Santiago Gallino, and Antonio Moreno. "How to Win in an Omnichannel World." MIT Sloan Management Review 56, no. 1 (Fall 2014): 45–53.
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About The Author

Antonio Moreno

Technology and Operations Management
→More Publications

More from the Authors

    • March 2023
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    Majid Al Futaim: Adapting the Shopping Mall to the Digital Era

    By: Antonio Moreno and Gamze Yucaoglu
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    Mirakl: Growing The Marketplace Economy

    By: Antonio Moreno, Santiago Gallino and Emilie Billaud
    • February 2023
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    Adyen: Reshaping the Payment Ecosystem

    By: Marco Di Maggio, Antonio Moreno and Elena Corsi
More from the Authors
  • Majid Al Futaim: Adapting the Shopping Mall to the Digital Era By: Antonio Moreno and Gamze Yucaoglu
  • Mirakl: Growing The Marketplace Economy By: Antonio Moreno, Santiago Gallino and Emilie Billaud
  • Adyen: Reshaping the Payment Ecosystem By: Marco Di Maggio, Antonio Moreno and Elena Corsi
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