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  • Book
  • © 2019

Operations in an Omnichannel World

  • First extensive look at Operations Management in the Omni-channel environment

  • Presents the latest research in the area of omni-channel retailing

  • Editors and contributors are among the most prominent names in this new area

Part of the book series: Springer Series in Supply Chain Management (SSSCM, volume 8)

Buying options

eBook USD 139.00
Price excludes VAT (USA)
  • ISBN: 978-3-030-20119-7
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 179.99
Price excludes VAT (USA)
Hardcover Book USD 179.99
Price excludes VAT (USA)

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Table of contents (14 chapters)

  1. Front Matter

    Pages i-viii
  2. Operations in an Omnichannel World: Introduction

    • Santiago Gallino, Antonio Moreno
    Pages 1-11
  3. Omni-Channel Business Models

    1. Front Matter

      Pages 13-13
    2. Omnichannel Operations: Challenges, Opportunities, and Models

      • Stefanus Jasin, Amitabh Sinha, Joline Uichanco
      Pages 15-34
    3. Omnichannel Assortment Planning

      • Robert P. Rooderkerk, A. Gürhan Kök
      Pages 51-86
    4. Returns Policies and Smart Salvaging: Benefiting from a Multi-Channel World

      • Dominic A. Seeberger, Arnd Huchzermeier, David Schroeder
      Pages 87-112
  4. Data-Driven Decisions in an Omni-Channel World

    1. Front Matter

      Pages 113-113
    2. Omnichannel Analytics

      • Marcel Goic, Marcelo Olivares
      Pages 115-150
    3. Online Availability

      • Daniel Corsten, Thomas Gruen
      Pages 151-174
    4. Omnichannel Assortment Decisions in a Fashion Retailing Supply Chain

      • Annibal Camara Sodero, Elliot Rabinovich
      Pages 175-196
    5. Whether Weather Matters: Impact of Exogenous Factors on Customers Channel Choice

      • Santiago Gallino, Nil Karacaoglu, Antonio Moreno
      Pages 235-261
  5. Case Studies in Omni-Channel Retailing

    1. Front Matter

      Pages 263-263
    2. Omnichannel Customer Behavior in Retail Banking

      • Vibhanshu Abhishek, Beibei Li
      Pages 265-282
    3. Distribution in Omnichannel Grocery Retailing: An Analysis of Concepts Realized

      • Alexander Hübner, Andreas Holzapfel, Heinrich Kuhn, Elisabeth Obermair
      Pages 283-310
    4. Coordination of Inventory Distribution and Price Markdowns for Clearance Sales at Zara

      • Felipe Caro, Francisco Babio, Felipe Peña
      Pages 311-339
    5. Omnichannel and Traditional Retail: Platforms to Seamlessly Connect Retail, Service, and Delivery

      • Jan C. Fransoo, Lei Zhao, José Larco Martinelli
      Pages 341-353

About this book

The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at brick-and-mortar channels, a much larger fraction of sales is affected by online channels in different touch points during the customer journey. Shopper behavior and expectations have been evolving along with the growth of digital channels, challenging retailers to redesign their fulfillment and execution processes, to better serve their customers.

This edited book examines the challenges and opportunities arising from the shift towards omni- channel retail. We examine these issues through the lenses of operations management, emphasizing the supply chain transformations associated with fulfilling an omni-channel demand.

The book is divided into three parts. In the first part, “Omni-channel business models”, we present four studies that explore how retailers are adjusting their fundamental business models to the new omni-channel landscape. The second part, “Data-driven decisions in an omni-channel world”, includes five chapters that study the evolving data opportunities enabled by omni-channel retail and present specific examples of data-driven analyses. Finally, in the third part, “Case studies in Omni-channel retailing”, we include four studies that provide a deep dive into how specific industries, companies and markets are navigating the omni-channel world.

Ultimately, this book introduces the reader to the fundamentals of operations in an omni-channel context and highlights the different innovative research ideas on the topic using a variety of methodologies.


  • Omni-channel Marketing
  • Omni-channel Operations
  • Omni-channel Retail
  • Integrated Delivery Modes
  • Channel Strategies
  • Dynamic Fulfillment
  • Channel Conflicts
  • Consumer Purchase Behavior

Editors and Affiliations

  • The Wharton School, University of Pennsylvania, Philadelphia, USA

    Santiago Gallino

  • Technology and Operations Management, Harvard Business School, Harvard University, Boston, USA

    Antonio Moreno

About the editors

Santiago Gallino is an Assistant Professor at the Operations, Information and Decisions Department of the Wharton School (University of Pennsylvania). He is interested in operations management challenges in the retail industry. Santiago studies both omni-channel integration and store execution issues in retail. In his research, he uses field data and econometric tools to study existing operational practices as well as potential operational improvements.

Before joining Wharton, Professor Gallino worked at the Tuck School of Business at Dartmouth.

Professor Gallino holds a PhD in Operations and Information Management and a Master’s in Statistics from the University of Pennsylvania where he was a Fulbright Scholar, an MBA from IAE Business School, and a degree in Electrical Engineering from Universidad de Buenos Aires.

Antonio Moreno is the Sicupira Family Associate Professor in the Technology and Operations Management Unit of Harvard Business School. He teaches technology and operations management in MBA, executive and doctoral programs. Before joining HBS, he was an associate professor in the Kellogg School of Management.

Professor Moreno uses data and empirical approaches to study the digital transformation of services and supply chains, with a particular focus on retail. Professor Moreno’s research has won multiple awards and has appeared in journals such as Management Science, Marketing Science, Manufacturing & Service Operations Management, Information Systems Research, and Sloan Management Review, and has been covered by several media outlets. He has received the Wickham Skinner Early-Career Research Accomplishments Award from the Production and Operations Management Society.

Professor Moreno holds a MA in statistics and a PhD in operations and information management from the Wharton School of the University of Pennsylvania. He also has degrees in Electrical Engineering and Industrial Engineering from the Technical University of Catalonia. 

Bibliographic Information

Buying options

eBook USD 139.00
Price excludes VAT (USA)
  • ISBN: 978-3-030-20119-7
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 179.99
Price excludes VAT (USA)
Hardcover Book USD 179.99
Price excludes VAT (USA)