Operations in an Omnichannel World

  • Santiago Gallino
  • Antonio Moreno

Part of the Springer Series in Supply Chain Management book series (SSSCM, volume 8)

Table of contents

  1. Front Matter
    Pages i-viii
  2. Santiago Gallino, Antonio Moreno
    Pages 1-11
  3. Omni-Channel Business Models

    1. Front Matter
      Pages 13-13
    2. Stefanus Jasin, Amitabh Sinha, Joline Uichanco
      Pages 15-34
    3. Robert P. Rooderkerk, A. Gürhan Kök
      Pages 51-86
    4. Dominic A. Seeberger, Arnd Huchzermeier, David Schroeder
      Pages 87-112
  4. Data-Driven Decisions in an Omni-Channel World

    1. Front Matter
      Pages 113-113
    2. Marcel Goic, Marcelo Olivares
      Pages 115-150
    3. Daniel Corsten, Thomas Gruen
      Pages 151-174
    4. Annibal Camara Sodero, Elliot Rabinovich
      Pages 175-196
    5. Santiago Gallino, Nil Karacaoglu, Antonio Moreno
      Pages 235-261
  5. Case Studies in Omni-Channel Retailing

    1. Front Matter
      Pages 263-263
    2. Vibhanshu Abhishek, Beibei Li
      Pages 265-282
    3. Alexander Hübner, Andreas Holzapfel, Heinrich Kuhn, Elisabeth Obermair
      Pages 283-310
    4. Felipe Caro, Francisco Babio, Felipe Peña
      Pages 311-339
    5. Jan C. Fransoo, Lei Zhao, José Larco Martinelli
      Pages 341-353

About this book


The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at brick-and-mortar channels, a much larger fraction of sales is affected by online channels in different touch points during the customer journey. Shopper behavior and expectations have been evolving along with the growth of digital channels, challenging retailers to redesign their fulfillment and execution processes, to better serve their customers.

This edited book examines the challenges and opportunities arising from the shift towards omni- channel retail. We examine these issues through the lenses of operations management, emphasizing the supply chain transformations associated with fulfilling an omni-channel demand.

The book is divided into three parts. In the first part, “Omni-channel business models”, we present four studies that explore how retailers are adjusting their fundamental business models to the new omni-channel landscape. The second part, “Data-driven decisions in an omni-channel world”, includes five chapters that study the evolving data opportunities enabled by omni-channel retail and present specific examples of data-driven analyses. Finally, in the third part, “Case studies in Omni-channel retailing”, we include four studies that provide a deep dive into how specific industries, companies and markets are navigating the omni-channel world.

Ultimately, this book introduces the reader to the fundamentals of operations in an omni-channel context and highlights the different innovative research ideas on the topic using a variety of methodologies.


Omni-channel Marketing Omni-channel Operations Omni-channel Retail Integrated Delivery Modes Channel Strategies Dynamic Fulfillment Channel Conflicts Consumer Purchase Behavior

Editors and affiliations

  • Santiago Gallino
    • 1
  • Antonio Moreno
    • 2
  1. 1.The Wharton SchoolUniversity of PennsylvaniaPhiladelphiaUSA
  2. 2.Technology and Operations Management, Harvard Business SchoolHarvard UniversityBostonUSA

Bibliographic information

Industry Sectors
Consumer Packaged Goods
Finance, Business & Banking
Energy, Utilities & Environment