2. Logistics at the heart of omnichannel strategies
In Part 1, we defined omnichannel. In this second part, we'll look at the role of logistics in a company's omnichannel strategy. First of all, we'll see that a key point is to integrate logistics dimensions into the design of the omnichannel strategy, which must absolutely be co-designed by the marketing and logistics teams. Next, we'll see that four main types of omnichannel strategy can be pursued, and that each of them calls for the implementation of specific logistics.
2.1 Integrating logistics into omnichannel strategy
As we have just emphasized, the challenge of omnichannel is not so much for a company to offer its customers every possible channel - which is by nature impossible - as to give them a seamless experience of the channels on offer. In this...
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Logistics at the heart of omnichannel strategies
Reverse and collaborative channel logistics
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