What is Multi-Channel Retailer

Omni-channel can be defined as a synchronized operating model in which all of the retailer's channels are aligned and present a single face to the customer, along with one consistent way of doing business. In this model, companies replace the many views of the customer they often hold today with one unified view of the customer—enabling them to respond in a consistent way to the customer's constantly evolving needs. This paper concentrates on various challenges faced by retailers in implementing the omni-channel and strategies implemented by them to achieve highest customer satisfaction. Also this chapter talks about future outlook for the Omni-channel retailing in terms of challenges and opportunities for the players in this industry. As part of our research, this chapter covers some of the well known companies' strategies from their annual reports, earnings call and other company presentations. Other articles from top supply chain magazines/websites have also been referred for the study. A mix of both qualitative and quantitative methods have been used for analysis.