Omnichannel retailing

As ‘brick-and-mortar’ stores are struggling with increase competition of online sales, omni-channel retailing enables retailers to leverage online sales with offline retail operations. Omni-channel retailing provides the customer a uniform experience across online and offline shopping channels to satisfy their demand for products. The most pre-dominant omni-channel retailers are found in the fashion industry.  

In this research we investigate how retailers can utilize physical stores in their omni-channel retailing operations. Stores could be used as small distribution centers for fulfilling online sales, reducing urban freight transport in cities.  

We study different concepts for omnichannel retailing by mathematical modelling to investigate the impact on and opportunities for cities and fashion retailers. For industry stakeholders as well as city-planners, the results can be used to support their operational and strategic decision making.