Trident University Multichannel vs Omnichannel Distribution Discussion

Due to the popularity of mobile devices and social media, businesses start to implement the omnichannel distribution strategy in order to promote the seamless customer experience. Conduct some research on omnichannel distribution and then discuss the pros and cons of omnichannel distribution vs. multichannel distribution. What are the potential challenges to using omnichannel distribution? You may refer to the following articles for your discussion:

Ailawadi, K. L., & Farris, P. W. (2017). Managing multi- and omni-channel distribution: Metrics and research directions. Journal of Retailing, 93(1), 120-135.

Warren, S. (2015). Ecommerce: Why online retailers are experimenting with brick-and-mortar locations. Retrieved from

Module 4 – Background

Distribution and Marketing Plan

Goldsby, T. J., & Zinn, W. (2016, June). Technology innovation and new business models: Can logistics and supply chain research accelerate the evolution? Journal of Business Logistics, 80-81. doi:10.1111/jbl.12130.

Leuschner, R., & Lambert, D. M. (2016). Establishing logistics service strategies that increase sales. Journal Of Business Logistics, 37(3), 247-270. doi:10.1111/jbl.12133

Rafiq, M., Fulford, H., & Lu, X. (2013). Building customer loyalty in online retailing: The role of relationship quality. Journal Of Marketing Management, 29(3-4), 494-517. doi:10.1080/0267257X.2012.737356

Ramachandrin, S., & Trachtenberg, J. A. (2012). End of era for Britannica. Wall Street Journal (March 14):B1.

Ramsey, M. (2012). Glut of small cars tests Ford resolve. Wall Street Journal (January 11): B1.

Saenz, M. J., & Revilla, E. (2016). Desigual’s multi-stranded approach to omni-channel. Supply Chain Management Review, 20(3), 7-9.

Spain, J. W., Siegel, C. F., & Ramsey, R. P. (2001). Selling drugs online: Distribution-related legal/regulatory issues. International Marketing Review, 18(4), 432-449.

Verhoef, P. C., Kannan, P.K., & Inman, J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.

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