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Printable Handouts
Navigable Slide Index
- Introduction
- Agenda
- Channels
- The tradition
- From single channel…
- …to omni-channel
- The omni-channel experience
- Omni-channel philosophy is different
- The rise of omni-channel
- Benefits of omni-channel
- Consumer driven
- Perhaps the wrong questions
- Thinking omni-channel
- Achieving the omni-channel vision
- Omni-channel is the future
- What is required to achieve this
- Conclusion
- Readings
- Acknowledgements
This material is restricted to subscribers.
Topics Covered
- What Omni-channels are
- Importance of omni-channels
- Implication of omni-channels on business practice
- Business requirements for an omni-channel
Talk Citation
Atorough, P. (2015, February 19). Omni-channel operations [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/EDNK3874.Export Citation (RIS)
Publication History
Transcript
Please wait while the transcript is being prepared...
0:00
Hello.
My name is Peter Atorough.
I'm a lecturer in
Operations and Supply
Chain Management with the Robert
Gordon University here in Aberdeen.
Today I'm going to talk
with you about the topic
omni-channel operations.
The concept of
omni-channel operations
has become important
in organizations
all over, especially
the retail sector.
And I will be looking
at why operations
and supply chain managers
should know about this topic
and should care.
0:30
The agenda for today's
discussion will mainly
focus on the idea of what
omni-channel is, why it has become
important, its implications
on business practice,
and what is required to
successfully achieve it.
So, to start us off,
just a simple question.
Have you ever experienced, or has
your customer ever experienced
this situation, where
they have purchased
an item from your organization
through one of your channels,
be it a retailer or
directly from yourselves,
and perhaps the item
develops an issue
and they need that item attended to.
Well, they go back into
the store, the store
says to them, oh, sorry, we don't
provide the warranty for this item.
It's a third party that
provides the warranty.
You have to call them.
Or, sorry, you need to go directly
to the producer of the product.
Or I'll give you a
different example.
If you've ever bought a mobile phone
from a company like, say, Carphone
Warehouse or one of the third-party
providers of this, you might find
that once there's a fault,
you go back to Carphone Warehouse
or you go back to Orange or O2,
whichever of the companies that
owns the brand, they
refer you back and say,
well, you purchased it
from different provider,
therefore you need to go there.
This can be quite
frustrating for the customer,
and if they are like me,
eventually they give up.
Now, we will look at omni-channel
as a potential possibility
to solve this kind of problem
and to address this issue.