Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • 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
ShareBar

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.
  • Find it at Harvard

About The Author

Antonio Moreno

Technology and Operations Management
→More Publications

More from the Authors

    • 2023
    • Faculty Research

    Operational Consequences of Customer Interaction Design: Evidence From Last-Mile Delivery Services

    By: Natalie Epstein, Santiago Gallino and Antonio Moreno
    • May–June 2023
    • Operations Research

    Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail

    By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
    • March 2023 (Revised August 2023)
    • Faculty Research

    Majid Al Futaim: Adapting the Shopping Mall to the Digital Era

    By: Antonio Moreno and Gamze Yucaoglu
More from the Authors
  • Operational Consequences of Customer Interaction Design: Evidence From Last-Mile Delivery Services By: Natalie Epstein, Santiago Gallino and Antonio Moreno
  • Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
  • Majid Al Futaim: Adapting the Shopping Mall to the Digital Era By: Antonio Moreno and Gamze Yucaoglu
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College