Omni-Channel Retail – A Framework for Analyzing and Assessing the Efficiency of the Logistics System

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MAGAZINE  №3 (92) June 2019

AUTHOR WÖRTGE J. K. - M. Sc. in Business Administration, Researcher, University of Applied Sciences (Germany, Cologne)

CATEGORY  Analysis in logistics and SCM  E-commerce corporate logistics


The introduction of online commerce changed the business models of formerly pure stationary retailers by introducing new sales and logistics channels. In the light of increasing customer requirements, increasing competition and cost pressure, retail companies are trying to link all channels synergistically under the concept of «omni-channel retail», which promises
a seamless shopping experience and is intended to exploit cost-cutting potential. This represents new challenges for logistics, as connected service concepts are difficult to reconcile with the existing infrastructure. It is uncertain what logistics actually has to do to satisfy the customer and how this can be done as efficiently as possible. This paper develops a theoretical model which enables a qualitative description and analysis of an omni-channel logistics system and applies it to the case study of a large German retail company. Managers can find valuable suggestions on how to analyze their own logistics system. Researchers can further deepen the model described to generate further research work and results.

 Electronic version


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