Improving an Omnichannel Company's Logistics Support

Student: Daniil Illarionov

Educational Programme: Strategic Management of Logistics and Supply Chains in the Digital Economy (Master)

Year of Graduation: 2024

The omnichannel client is becoming increasingly attractive to businesses. At the same time, omnichannel companies, despite the significant growth of the online trading market in Russia, are not yet ready to offer the client a seamless experience of switching goods (only every 2nd company provides this opportunity). In addition, in comparison with omnichannel trading in foreign markets, the Russian market is experiencing difficulties associated with the disconnection of loyalty programs offered by companies. Due to the low degree of study of the topic of choosing a place to fulfill an order for an omnichannel company, this paper will propose an optimal sequence for selecting an object for fulfilling an order, as well as a set of measures related to increasing the logistics coordination of an omnichannel company.

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