The Handbook of Logistics and Distribution Management, 8th Edition

12Omnichannel fulfilment

Introduction

With the mix of store and internet shopping continually evolving the subject of omnichannel fulfilment provides logistics managers with a considerable challenge. In this chapter, the main issues posed by omnichannel fulfilment are explored, together with alternative supply chain structures both for food and non-food retailing. Finally, an approach to implementation is examined.

Most large retailers sell their products through a mix of different distribution channels, particularly via ‘bricks-and-mortar’ stores and over the web. The latter is often referred to as ‘e-commerce’ and may be accessed by personal computers or by mobile phones/tablets (known as ‘m-commerce’). When buying goods, consumers may interact ...