This master class will give an overview of the current state-of-the-art in literature and practice related to omni-channel logistics. Omni-channel management involves the organization and integration of the different multiple sales channels (think of stores, website, etc.). Obviously, there is a clear difference between the buying process of the customer and the order fulfilment process after buying. In the latter, delivery reliability and logistics costs are important drivers, affecting the performance of sales process and ability to sell. Specifically, the consumer not only asks for product information, but also wants information about availability, delivery times, and return options during the buying process, which is typically in the logistics’ decision domain.
Location: Sx Sport Marketing Media, Torenallee 3, Eindhoven
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