Winning at the Marketing-Operations Interface in Omnichannel Retail: Facilitating Profitable, Frictionless, and Sustainable Customer Journeys

Information Systems and Operations Management, and Marketing 

Speaker: Robert. P. Rooderkerk (Erasmus RSM)

Room Bernard Ramanantsoa 

Abstract

Omnichannel retail has witnessed enormous growth in recent years to nearly become the new normal for many consumer products. The usual tension between the market’s desire to offer a seamless experience to the customer and the operation’s desire to maximize efficiency is particularly pronounced in omnichannel retail. In addition, retailers are increasingly recognizing the need to prioritize sustainability alongside the ongoing challenge of balancing effectiveness and efficiency. In this talk I will present some key challenges that arise at the marketing-operations interface in omnichannel retail. Drawing from various sources such as popular media, interactions with global retailers and manufacturers, published research, and ongoing research collaborations, I will illustrate these challenges with real-world examples. My presentation will focus on the evolving role of physical stores in an omnichannel world, serving as the catalyst for profitable, frictionless, and sustainable customer journeys.