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Publications

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  • All HBS Web  (316)
    • Faculty Publications  (14)

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    • All HBS Web  (316)
      • Faculty Publications  (14)

      Omnichannel Retailing Remove Omnichannel Retailing →

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      Walmart's Workforce of the Future
      Operations in an Omnichannel World
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      • April 2021
      • Case

      Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail

      By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
      In October 2018, fashion, wellness, and beauty retailer Sylvarella implemented a Buy Online, Pickup in Store (BOPS) program in an attempt to counteract a sales decline. While BOPS had the potential to meet customer expectations for a seamless order and fulfillment...  View Details
      Keywords: Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Apparel and Accessories Industry; United States; Canada
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      Moreno, Antonio, Santiago Gallino, and Amy Klopfenstein. "Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail." Harvard Business School Case 621-103, April 2021.
      • April 2021
      • Supplement

      Buy Online, Pickup in Store: CEO Supplement

      By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
      In April 2019, Sylvarella CEO Sylvia Coparella must assess the impact of the company’s Buy Online, Pickup in Store (BOPS) program on her company’s overall sales. To do so, she must review analyses of both e-commerce and brick-and-mortar sales data and compare the...  View Details
      Keywords: Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Apparel and Accessories Industry; United States; Canada
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      Moreno, Antonio, Santiago Gallino, and Amy Klopfenstein. "Buy Online, Pickup in Store: CEO Supplement." Harvard Business School Supplement 621-104, April 2021.
      • January 2021 (Revised March 2021)
      • Case

      Arçelik: From a Dealer Network to an Omnichannel Experience

      By: Ayelet Israeli and Fares Khrais
      Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...  View Details
      Keywords: Digital Transformation; Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2b; B2b2c; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Online Technology; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Electronics Industry; Retail Industry; Consumer Products Industry; Turkey
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      Israeli, Ayelet, and Fares Khrais. "Arçelik: From a Dealer Network to an Omnichannel Experience." Harvard Business School Case 521-067, January 2021. (Revised March 2021.)
      • August 2020 (Revised March 2021)
      • Case

      Migros Turkey: Scaling Online Operations (A)

      By: Antonio Moreno and Gamze Yucaoglu
      The case opens in November 2019 as Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey’s oldest and one of its largest supermarket chains, are contemplating what the best fulfillment format and...  View Details
      Keywords: Retail; Grocery; Business Model; Emerging Markets; For-Profit Firms; Strategy; Technology Platform; Information Technology; Technology Adoption; Value Creation; Globalization; Competition; Expansion; Logistics; Profit; Resource Allocation; Corporate Strategy; Turkey
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      Moreno, Antonio, and Gamze Yucaoglu. "Migros Turkey: Scaling Online Operations (A)." Harvard Business School Case 621-026, August 2020. (Revised March 2021.)
      • December 2019
      • Case

      Walmart Ecommerce (A): Picking up the Pace

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case is an abridged version (part 1 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (A) case discusses Walmart's early forays into online retail, as well as improvements made under Doug McMillon beginning in 2014....  View Details
      Keywords: Acquisition; Strategy; Online Technology; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart Ecommerce (A): Picking up the Pace." Harvard Business School Case 720-425, December 2019.
      • December 2019
      • Case

      Walmart Ecommerce (B): Omnichannel Pursuits

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case is an abridged version (part 2 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (B) case describes Walmart’s omnichannel strategy in 2018 as it battled Amazon for online retail market share. Walmart aimed to...  View Details
      Keywords: Acquisition; Strategy; Online Technology; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart Ecommerce (B): Omnichannel Pursuits." Harvard Business School Case 720-426, December 2019.
      • 2019
      • Book

      Operations in an Omnichannel World

      By: Santiago Gallino and Antonio Moreno
      The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at brick-and-mortar channels, a much larger fraction of sales is affected by online channels in...  View Details
      Keywords: Omnichannel; Omnichannel Retail; Retail; Operations; Management; Supply Chain Management; Business Model; Organizational Change and Adaptation
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      Gallino, Santiago, and Antonio Moreno, eds. Operations in an Omnichannel World. Vol. 8, Springer Series in Supply Chain Management. Cham, Switzerland: Springer, 2019.
      • August 2019
      • Case

      Walmart's Omnichannel Strategy: Revolution or Miscalculation?

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case describes Walmart's omnichannel strategy in 2018 as it battled Amazon for online retail market share. The case discusses Walmart's early forays into online retail, as well as its 2018 strategy, which aimed to integrate Walmart's enormous brick and mortar...  View Details
      Keywords: Acquisition; Strategy; Online Technology; Distribution; Distribution Channels; Competition; Retail Industry; Bentonville; Arkansas; New Jersey; Seattle; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" Harvard Business School Case 720-370, August 2019.
      • May 2019 (Revised July 2019)
      • Case

      Walmart's Workforce of the Future

      By: William R. Kerr and Jordan Bach-Lombardo
      Faced with intense competition from Amazon, Walmart began a transformation of its operations and workforce in 2015. The goal was to create an omnichannel retail experience for customers that seamlessly joined online and offline shopping. This case explores Walmart's...  View Details
      Keywords: Walmart; Managing The Future Of Work; Workforce; Automation; Ecommerce; Omnichannel Retail; Operations; Transformation; Employees; Training; Technology; Infrastructure; Disruption; Competitive Strategy; Retail Industry
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      Kerr, William R., and Jordan Bach-Lombardo. "Walmart's Workforce of the Future." Harvard Business School Case 819-042, May 2019. (Revised July 2019.)
      • March 2019 (Revised September 2019)
      • Case

      The DivaCup: Navigating Distribution and Growth

      By: Ayelet Israeli
      When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the...  View Details
      Keywords: Female; Female Ceo; Female Entrepreneur; Female Protagonist; Health & Wellness; Healthcare; Price Policies; Minimum Advertised Price; Differentiation; Positioning; Growth; Health; Health Care and Treatment; Price; Disruption; Distribution; Distribution Channels; Competitive Strategy; Competition; Growth Management; Mission and Purpose; Product Development; Product Marketing; Product Launch; Product Positioning; Advertising; Business Startups; Internet; Entrepreneurship; Social Entrepreneurship; Social Issues; Social Enterprise; Retail Industry; Medical Devices and Supplies Industry; Manufacturing Industry; Health Industry; Green Technology Industry; Education Industry; Distribution Industry; Consumer Products Industry; Canada; United States; United Kingdom
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      Israeli, Ayelet. "The DivaCup: Navigating Distribution and Growth." Harvard Business School Case 519-055, March 2019. (Revised September 2019.)
      • Article

      Offline Showrooms in Omni-channel Retail: Demand and Operational Benefits

      By: David R. Bell, Santiago Gallino and Antonio Moreno
      Omnichannel environments where customers shop online and offline at the same retailer are ubiquitous and are deployed by online-first and traditional retailers alike. We focus on the relatively understudied domain of online-first retailers and the engagement of a key...  View Details
      Keywords: Experience Attributes; Marketing–operations Interface; Omnichannel Retailing; Quasi-experimental Methods; Retail Operations; Showrooms; Marketing Channels; Demand and Consumers; Performance Efficiency; Retail Industry
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      Bell, David R., Santiago Gallino, and Antonio Moreno. "Offline Showrooms in Omni-channel Retail: Demand and Operational Benefits." Management Science 64, no. 4 (April 2018): 1629–1651. (Winner of the 2014 POMS Applied Research Challenge. Workshop on Information Systems Economics Overall Best Paper Award 2014.)
      • October 2016 (Revised April 2018)
      • Case

      JCPenney: Back in Business

      By: Elie Ofek, K. Shelette Stewart and Christine Snively
      In 2016, JCPenney was in the midst of a multi-year turnaround after coming dangerously close to bankruptcy. Under CEO Marvin Ellison, the company had identified three strategic objectives—a focus on omnichannel, private label goods, and increasing revenue per...  View Details
      Keywords: Retail; Customer Management; Omnichannel; Turnarounds; Private Label; Promotions; Marketing Strategy; Brands and Branding; Customer Relationship Management; Goals and Objectives; Competition; Retail Industry; United States
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      Ofek, Elie, K. Shelette Stewart, and Christine Snively. "JCPenney: Back in Business." Harvard Business School Case 517-037, October 2016. (Revised April 2018.)
      • Fall 2014
      • Article

      How to Win in an Omnichannel World

      By: David R. Bell, Santiago Gallino and Antonio Moreno
      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,...  View Details
      Keywords: Supply Chain Management; Customer Relationship Management; Marketing; Marketing Strategy; United States
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      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.
      • Research Summary

      Overview

      By: Antonio Moreno
      One major theme of Professor Moreno’s research has been retail channel integration and so-called “omnichannel retail.” In omnichannel retail, retailers provide their customers with a shopping experience that may involve different channels in a way that aims to be...  View Details
      Keywords: Omnichannel; Omni-channel; Omnichannel Retail; Omnichannel Retailing; Retail; Customer Value and Value Chain; Information Management; Technological Innovation; Distribution; Distribution Channels; Logistics; Product; Product Design; Service Delivery; Supply Chain; Supply Chain Management; Information Technology; Internet; Online Technology; Technology Adoption; Technology Platform; Retail Industry; Technology Industry; Service Industry; Europe; Spain; Latin America
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      Walmart's Workforce of the Future
      Operations in an Omnichannel World
      → Search All HBS Web
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