OMNICHANNEL RETAIL SUPPLY CHAINS

Abstract

In today's dynamic market, where customer expectations are constantly changing, it is important for companies to be flexible and adaptable. Traditional
models are often too slow, while modern models require agility and a customer-centric approach. Omni-channel supply chains enable retailers to offer greater flexibility and a seamless tracking experience for customers across various channels, such as online stores, physical stores, and mobile applications. This thesis, through the analysis of foreign expert literature, explains the strategy of omnichannel supply chains, their significance, development, as well as various examples of best practices. The main goal of the thesis is to thoroughly examine the impact of omnichannel supply chains on business efficiency and customer satisfaction from a theoretical perspective, to identify key factors that contribute to their successful implementation, which will ultimately lead to the creation of a solid theoretical foundation for further and more practical research on this topic.