Learn from a Wharton Video on Scaling an Omnichannel Fulfilment Strategy
Omnichannel retailers face hard choices when they decide how to improve the way they serve their customers, using levers such as improving delivery and return policies, providing access to detailed product information and reviews, and offering lower prices. Because it is difficult for firms to excel on all dimensions simultaneously, it is crucial for firms to have a profound understanding of the trade-offs consumers make when evaluating their offering. If managers have biased perceptions of consumer trade-offs, these can represent serious obstacles to designing a winning Omnichannel proposition.
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