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Distribution and the New Retail Imperative


  • PURCAREA, Theodor


The transformation of managing and organizing distribution within the business context s changing conditions is obvious, supply chains needing to master micro segmentation in order to excel in individualization and customization. And as a supply chain can be optimized within an Omni channel business, it is important to consider some relevant issues regarding supply chain planning and execution, Omni channel capabilities, and Omni channel customers clear advantages within a unified brand experience across channels, but not forgetting both that the chance to experience merchandise firsthand is offered by brick-and-mortar stores, and the new standard for a personalized cross-channel brand experience is brick-and-mobile. Brands are needing to focus more on overall experience, both online and in store, listening and pro-actively adapting to the customer s expectations of fulfillment and delivery options, better understanding the difference between unified commerce and Omni channel, recognizing the need for a holistic customer experience that transcends channels, and creating a single commerce platform for all customer engagement points, and a single customer view across channels and devices, with the help of a two-speed architecture.

Suggested Citation

  • PURCAREA, Theodor, 2017. "Distribution and the New Retail Imperative," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 8(2), pages 24-28, June.
  • Handle: RePEc:rdc:journl:v:8:y:2017:i:2:p:24-28

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    Distribution; End-to-End Value Chain; Supply Chain Planning and Execution; Omni Channel Experience; Unified Commerce;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation


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