Reference: Lim, S.F.W.T., Wang, L. and Srai, J.S. 2017. Wal-Mart’s omni-channel synergy. Supply Chain Management Review, September/October: 30-37.
Retail has always been competitive. But, with the rise of pure-play e-commerce giants like Amazon, an over-abundance of retail stores and an ever-changing consumer, it’s hard to imagine a tougher environ- ment for brick-and-mortar retailers.
Jumping into e-commerce is no longer an option for any major retailer that wants to survive. As a result, many are hatching plans to integrate the different distribution channels of their businesses in order to compete in the new retail landscape, what we’ve come to think of as omni-channel distribution. We think there’s a better way. Rather than integration, which can take time to accomplish, the goal should be to create a seamless synergy between the different functions of the organization—perhaps we can call it “synergization.”