Omnichannel Supply Chain in India

Abstract

Organizations are increasingly adding new service delivery channels to make their products and services readily available in such an environment. Omnichannel retailing will help organizations to provide better consumer service while making it easy for them to do business when appropriately implemented. By implementing omnichannel retailing, organizations will benefit from high operational efficiency, better financial performance, smoother communication, and a satisfied, loyal customer base. Therefore, this study tries to explore the current situation of the retail industry in India, the major actors or players of the business ecosystem, and processes adopted in organizations to provide products and services to their customers. The study will be qualitative in nature and is approached through an SAP (situation-actor-processes) – LAP (learnings-actions-performance) framework to synthesize learning from the current scenario to propose actions and set the performance measures.