|Course set (UE) / Credits (ECTS) / Track / Specialization||Module :Retail marketing : 5 ECTS.|
|Discipline||Supply Chain Management|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
Omnichannel distribution management and logistics play a major role in today’s business world. However, many companies still confuse omnichannel with multi- and cross-channel retailing which narrows their understanding of what it means to have a successful omnichannel strategy and how to consistently manage a network of the store and non-store distribution channels. This course adopts a holistic approach on omnichannel retailing as it covers simultaneously the consumer and company’s standpoints while keeping the balance between strategic and tactical decisions related to marketing, distribution management and logistics. Moreover, it discusses some basic spatial interaction models used as a stepping stone in Geographic information systems (GIS). Some of the companies discussed during the semester involve Amazon, Alibaba, Walmart, Tesco and Carrefour. The course follows the simple management structure of Analyzing, Planning, Execution, and Control, so at the end of the course, the students will be able to design a structured omnichannel strategy considering the latest trends or customer service, customer experience and last-mile delivery modes.
- Identify the different type of store and non-store distribution channels
- Choose the most suitable marketing strategy for every distribution channel according to the favourability/unfavourability of the internal and external environment
- Analyze the internal and external environment affecting the company's distribution and logistic activities
- Design one year distribution plan
- Select the best logistic partner for the chosen distribution strategy
1. Omnichannel distribution management plan (Part 1)
2. Omnichannel distribution management plan (Part 2)
3. Omnichannel distribution systems in retailing
4. Merchandising techniques in retailing distribution
5. Strategic & tactical modelling in distribution management & logistics
6. Mid-term test
7. Presentation of the final projects
Distribution plan, store and non-store distribution formats, distribution channel strategies, logistics
1) Beck, N. & David Rygl (2015). Categorization of multiple channel retailing in Multi-,Cross-,and Omni‐Channel Retailing for retailers . Journal of Retailing and Consumer Services, Vol. 27, pp. 170–178
2) Chopra, S. (2016). How omni-channel can be the future of retailing. Decision, vol.43,135-144
3) Larke, R. M. Kilgour & H. O’Connor (2019). Build touchpoints and they will come: transitioning to omnichannel retailing. International Journal of Physical Distribution & Logistics Management. Vol. 48 Issue: 4, pp.465-483.
4) Bernon, M., J. Cullen, Gorst (2016). Online retail returns management Integration within an omni-channel distribution context. International Journal of Physical Distribution & Logistics Management, Vol. 46 No. 6/7, pp. 584-605
5) Ailawadia, K. & P. Farris (2017). Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions. Journal of Retailing, vol. 93, issue 1, 120-135.
6) Rigby, D. (2011). The future of shopping. https://hbr.org/2011/12/the-future-of-shopping
7) Hubner et al. (2016). Distribution systems in omni-channel retailing. Business Research, 9, 255–296
8) Kollmann, T. et al. (2012). Cannibalization or synergy? Consumers’ channel selection in online–offline multichannel systems. Journal of Retailing and Consumer Services 19, 186–194.
9) Harris, P. et al., (2019). Understanding multichannel shopper journey configuration: An application of goal theory. Journal of Retailing and Consumer Services Vol. 44, pp. 108–117
10) Hübner et al. (2016). Retail logistics in the transition from multi-channel to omni-channel. International Journal of Physical Distribution & Logistics Management, Vol. 46 No. 6/7, pp. 562-583
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