Retail customers are omnichannel. They increasingly expect to interact with retailers in a seamless way, combining aspects of different channels at different stages of their purchase journey. They want to place an order online and pick it up an hour later on their way to work, or return at the store an order they had placed online. We have been studying for many years how traditional retailers can become omnichannel retailers. It is not an easy transition and requires a fundamental change in the retailer’s processes, systems and strategy. This transformation is not about small adjustments but a complete redesign of the retailer’s business model.

Learning Objectives

  • How to understand the needs of omnichannel customers
  • How to fulfill omnichannel demand
  • How leading retailers are navigating their omnichannel journeys
  • How to support an omnichannel strategy

Course Outline

  • Lesson 1: The Omnichannel Customer
  • Lesson 2: Fulfilling Omni-channel Demand
  • Lesson 3: Omni-channel Journeys
  • Lesson 4: Supporting an Omnichannel strategy


3200 Per Person

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