Omni-channel retail and the supply chain : working together for a competitive advantage / Paul Myerson.

Format:

Book

Author/Creator:

Myerson, Paul.

Language:

English

Subjects (All):

Retail trade.

Physical distribution of goods.

Multilevel marketing.

Electronic commerce.

Business logistics.

Physical Description:

1 online resource (283 pages) : illustrations

Edition:

1st ed.

Place of Publication:

Boca Raton, FL : Routledge/Productivity Press, 2021.

Summary:

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.

Contents:

Cover

Endorsement Page

Half Title

Title Page

Copyright Page

Table of Contents

Part I: Omni-Channel Retail and the Supply Chain

Chapter 1 Introduction: Where We Are Today

How Supply Chain Strategies Impact E-Commerce Success

Omni-Channel Retail and the Supply Chain: Challenges ahead

Omni-Channel Multiplies the Challenges for Distribution-Centric Supply Chains

Many Options Available

In-House

Outsource

Hybrid

Integrated Marketing and Communication Plans

Benefits of Omni-Channel to Retailers and Their Supply Chain

Chapter 2 How We Got Here: From the General Store to Omni-Channel Retail

Retail vs. Wholesale

Retail and Wholesale Defined

Retail Classifications and Types

History of Retail

Pre-World War II

Retail Growth (1945-1975)

Big Box and Category Killers (1975-1990)

Retail Consolidation (1990-2000)

The 21st Century (2000-Present)

Digital and Physical Experience

Retail's Value in the Distribution Channel

Value as a Utility

Value as an Activity

Vertical Integration to Add Value

Value Chain

Activities That Add Value

Strategies for Tough Times

Chapter 3 Multi-Channel vs. Omni-Channel

Multi-Channel Retail

Omni-Channel Retail

Omni-Channel Fulfillment

Last-Mile Delivery

A Unified Approach

The Omni-Channel Experience Varies as Shown by Some Examples

Access and Sharing of Information Is Key

Part II: Traditional vs. Omni-Channel Marketing

Chapter 4 Marketing 101

Definitions and Overview of Marketing

The Marketing Process and the Steps Involved

Marketing Management: Strategy, the Value Proposition, and Marketing Mix

The Value Proposition

Marketing Mix

Marketing Techniques to Understand the Marketplace and Customer Needs

Targeting Segments

Differentiation and Positioning

Marketing Strategy Process

Marketing Strategy Development

Market Program Development

Creating and Managing Customer Relationships

CRM's Different Meanings

The Benefits and Advantages of CRM

How Do Different Business Functions Benefit from Using CRM?

Chapter 5 Omni-Channel Marketing: The Internet and Emergence of E-Commerce and Its Impact on Traditional Marketing

The Growth of Digital and Mobile Technology

Social Media Marketing (SMM)

Social Media Concepts

Social Media Platforms

Mobile Marketing (MM)

Mobile Marketing Strategies

How the Digital Age Has Changed Marketing

Part III: Traditional vs. Omni-Channel Distribution

Chapter 6 Supply Chain and Logistics 101

Historical Perspective

Organizational and Supply Chain Strategy

Mission Statement

Objectives

SWOT Analysis

Strategic Choices

Supply Chain Opportunities and Challenges

Segmenting the Supply Chain

Chapter 7 The Internet and the Emergence of E-Commerce and Their Impact on Traditional Supply Chain and Logistics

Impact of the Internet on the Supply Chain.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

1-00-312341-4

1-003-12341-4

1-000-26442-4

1-000-26444-0

9781003123415

OCLC:

1202463124