Omnichannel Fulfillment: Defining the Concept and Building an Agenda for Future Inquiry

Daniel Taylor, Sebastian Brockhaus, A. Michael Knemeyer, Paul Murphy

Research output: Contribution to journalArticle

Abstract

Purpose – Since the emergence of e-commerce uprooted traditional brick-and-mortar retail in the early 2000s, many retailers have reacted by first independently servicing both the online and in-store channels (multichannel retailing) and subsequently integrating both channels to provide a seamless front-end customer interface (omnichannel retailing). Accordingly, firms had to adjust their logistics and supply chain management (SCM) processes from fulfilling orders for each channel separately to integrating channels on the back-end (omnichannel fulfillment). This development is mirrored by an emerging stream of academic publications. The purpose of this paper is to provide a snapshot of the current state of omnichannel fulfillment research via a systematic literature review (SLR) in order to identify omnichannel fulfillment strategies and to establish an agenda for future inquiry. <br><br>Design/methodology/approach – This SLR is based on 104 papers published in peer-reviewed journals t
Original languageEnglish
Pages (from-to)863
JournalInternational Journal of Logistics Management
StatePublished - Jul 2019

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