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Books > Business & Economics > Economics
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Omni-Channel Retail and the Supply Chain - Working Together for a Competitive Advantage (Hardcover)
Loot Price: R1,381
Discovery Miles 13 810
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Omni-Channel Retail and the Supply Chain - Working Together for a Competitive Advantage (Hardcover)
Expected to ship within 12 - 19 working days
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Omni-Channel Retail and the Supply Chain The days of going to the
local department store to buy a television, view the options
available, and make a purchase now seem "quaint." The emergence of
the internet, smartphones, social media, and other technologies has
opened a world of new options for consumers (and businesses) to
review, research, and buy online with an ever-increasing array of
delivery options. The emergence of e-commerce has resulted in what
is commonly known today as "omni-channel" marketing, in which
customers engage with companies in a variety of ways, including in
a physical store or online via websites and mobile apps. This
process puts the supply chain "front and center," as consumers are
increasingly demanding and browsing, buying, and returning goods
through various channels, not just the traditional "brick and
mortar" way. To accomplish this with high levels of service while
remaining profitable requires real-time visibility of inventory
across the supply chain and a single view of consumers as they
continuously move from one channel to another. While this is a boon
to consumers, it has made the already complex global supply chain
even more challenging to manage. On top of that, the 2020 Covid19
pandemic has accelerated this omni-channel retail trend, as
consumers need even more ways to order and additional options for
last-mile delivery, such as curbside pickup. Covid19 has exposed a
lack of flexibility and readiness, resulting in shortages of
everything from toilet paper and meats to personal protective
equipment (PPE) and ventilators. It has been a real-life example of
the "bullwhip effect," where variability at the consumer end of the
supply chain results in increased variability as one goes upstream
towards distributors, manufacturers, and suppliers. This results in
shortages, misallocations, and increased costs. No longer can a
manufacturer, distributor, or retailer of consumer products just
"fill the pipeline" and wait for orders to come in. Now, they must
anticipate various purchases and delivery items, while at the same
time minimizing costs. To do this is no easy task, requiring a
Lean, agile, and responsive supply chain. Until now, there was no
existing "playbook" for organizations to navigate their way through
this new world. This book describes the impact of omni-channel
marketing on the supply chain and logistics functions, and is
intended to help management meet the needs of not only today's
ever-changing world but to anticipate what may be required in the
future to achieve superior customer service, profitability, and a
competitive advantage.
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