Publications
Publications
- Fall 2014
- MIT Sloan Management Review
How to Win in an Omnichannel World
By: David R. Bell, Santiago Gallino and Antonio Moreno
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.
About The Author
