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Challenges at the marketing-operations interface in omni-channel retail environments

机译：全渠道零售环境中的营销运营界面挑战

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摘要

To compete in today's omni-channel business context, it is essential for firms to co-ordinate their activities across channels and across different stages of the customer journey and the product flow. This requires firms to adopt an integrative approach, addressing each omni-channel design decision from a dual demand-side (marketing) and supply-side (operations) perspective. However, both in practice and in academic research, such an in-tegrative approach is still in an immature stage. In this article, a framework is developed with the following key decision areas: (i) assortment & inventory, (ii) distribution & delivery and (iii) returns. These affect both the customer journey and the product flow. As a consequence of the resulting interdependencies between the firm's functions, addressing the issues that arise in the three decision areas requires an integrated marketing and operations perspective. For each of the areas, the key decisions that affect or involve both the customer journey and product flow are identified first. Next, for each decision, the marketing and operational goals and the tensions that arise when these goals are not perfectly aligned are described. The opportunities for relieving these tensions are also discussed and possible directions for future research aimed at addressing these tensions and opportunities are presented.
机译：为了在今天的全渠道业务背景中竞争，公司必须在渠道和客户旅程中的不同阶段和产品流程中协调其活动。这要求公司采用一项综合方法，从双重需求方（营销）和供应方（操作）的角度来看，解决每个Omni渠道设计决定。然而，在实践和学术研究中，这种一种整洁的方法仍处于未成熟的阶段。在本文中，使用以下关键决策领域开发了一个框架：（i）分类和库存，（ii）分配和交付和（iii）返回。这些影响客户旅程和产品流程。由于公司职能之间产生的相互依存，解决了三个决策区域中出现的问题需要一体化营销和运营观点。对于每个领域，首先确定影响或涉及客户旅程和产品流程的关键决策。接下来，对于每种决定，营销和运营目标以及当这些目标不完美对齐时出现的紧张局势将被描述。还讨论了缓解这些紧张局势的机会，并提出了旨在解决这些紧张局势和机会的未来研究的可能指示。

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