The Evolution of Omni-Channel Retailing and its Impact on Supply Chains

Sunil Chopra*

*Corresponding author for this work

Research output: Contribution to journalConference articlepeer-review

6 Scopus citations


We discuss how omni-channel supply chain networks can be structured in terms of facilities, inventory, transportation and information to be both cost effective and responsive to customer needs. This requires exploiting the complementary strengths of the physical and the online channel to create an omni-channel portfolio that can tailor the fulfillment of each customer request based on product and customer characteristics. To be successful, a firm must target price or service conscious customers using different channels based on the demand uncertainty, value, and information complexity of the product being sold. In general, the physical channel should be used to serve frequent and predictable needs in a cost effective manner. The online channel should be used to provide variety and serve sporadic needs at low cost. The physical channel can also serve as a showroom and pickup location for the online channel to improve customer service and decrease cost.

Original languageEnglish (US)
Pages (from-to)4-13
Number of pages10
JournalTransportation Research Procedia
StatePublished - 2018
Event2018 EURO Mini Conference on Advances in Freight Transportation and Logistics, emc-ftl 2018 - Padova, Italy
Duration: Mar 7 2018Mar 9 2018


  • Omni-channel retailing
  • competitive strategy
  • logistics
  • supply chain management

ASJC Scopus subject areas

  • Transportation

Fingerprint Dive into the research topics of 'The Evolution of Omni-Channel Retailing and its Impact on Supply Chains'. Together they form a unique fingerprint.

Cite this