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The revival of retail stores via omnichannel operations: A literature review and research framework

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  • Hübner, Alexander
  • Hense, Jonas
  • Dethlefs, Christian

Abstract

The increasing importance of integrated fulfillment concepts revitalizes bricks-and-mortar stores and puts them at the center of retail operations. So-called omnichannel (OC) concepts leverage stores to offer seamless and enhanced operations for offline and online shoppers. Stores are used to fulfill online orders, offer shorter lead times to customers, and extend the assortment across channels. The role of the store and the underlying store operations are thus impacted by profound changes. This transformation has not yet been assessed comprehensively from a practical or an Operations Research (OR) lens.

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  • Hübner, Alexander & Hense, Jonas & Dethlefs, Christian, 2022. "The revival of retail stores via omnichannel operations: A literature review and research framework," European Journal of Operational Research, Elsevier, vol. 302(3), pages 799-818.
    • Handle: RePEc:eee:ejores:v:302:y:2022:i:3:p:799-818
    DOI: 10.1016/j.ejor.2021.12.021
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