Omnichannel Strategy and Management from edX

Retail customers are omnichannel. They increasingly expect to interact with retailers in a seamless way, combining aspects of different channels at different stages of their purchase journey. They want to place an order online and pick it up an hour later on their way to work, or return at the store an order they had placed online. We have been studying for many years how traditional retailers can become omnichannel retailers. It is not an easy transition and requires a fundamental change in the retailer’s processes, systems and strategy. This transformation is not about small adjustments but a complete redesign of the retailer’s business model.

In this course, part of the Retail Management Professional Certificate program, you will learn from retailers that are successfully navigating this transformation. You will explore how to attract omnichannel customers, what fulfillment options these customers expect, how retailers can leverage their online and brick and mortar presence, and what retailers need to support an omnichannel strategy. By the end of the course, you won’t be thinking about separated retail channels but one integrated retailer that is aligned to best serve today customer’s needs.

We have designed this course based on our own work in omnichannel retail. The course will suit a variety of participants from retail owners and undergraduate business majors, to retail specialists.

What's inside

Learning objectives

How to understand the needs of omnichannel customers
How to fulfill omnichannel demand

How leading retailers are navigating their omnichannel journeys
How to support an omnichannel strategy

How to understand the needs of omnichannel customers
How to fulfill omnichannel demand
How leading retailers are navigating their omnichannel journeys
How to support an omnichannel strategy

Syllabus

Week 1: The Omnichannel Customer

Customers are omnichannel

The conversion funnel

Retailer’s value proposition

Interacting with customers

Omni-channel Data

Week 2: Fulfilling Omni-channel Demand

Designing a distribution network

Increasing delivery speed

The importance of information

The importance of ownership structure

Week 3: Omni-channel Journeys

Information-fulfillment matrix. Traditional vs hybrid models

From offline to online information

From online to offline information

Towards omnichannel fulfillment

Engaging customers in an omnichannel world

Week 4: Supporting an Omnichannel strategy

Enabling an Omnichannel Strategy

Labor Strategy

Labor Allocation

Measuring Performance

Omnichannel is Here To Stay

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores omnichannel retailing, which is standard in the retail industry

Suitable for a wide range, from business majors to retail specialists

Teaches how to navigate the transformation to omnichannel retailing

Provides insights from successful retailers in omnichannel journeys

Teaches how to attract omnichannel customers

Emphasizes the importance of supporting an omnichannel strategy

Reviews summary

Essentials of omnichannel retail

According to students, Omnichannel Strategy and Management is an informative course that prepares learners for a career in retail. The lessons provide foundational knowledge needed to succeed in modern retail environments where consumers shop between online and offline channels. Students note that the instructors are knowledgeable and that the course content is relevant to the current landscape of retail.

Students describe the instructors as knowledgeable and engaging.

"well spoken teachers"

Learners say that course content is pertinent to modern retail practices.

"great introduction into the new world of omni-channel retail"

"understand the different ways that consumers buy in 2020"

"Consumers no longer focus on simply just buying online or offline, many shop between the two channels fluidly and its up to retailers to ensure that they do!"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Omnichannel Strategy and Management with these activities:

Explore Online Resources on Omnichannel Retailing

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Exploring online resources can supplement your course materials and provide additional insights.

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Research and identify reputable websites and articles on omnichannel retailing
Review the content and take notes on key information
Summarize your findings and share them with classmates

Review Supply Chain Management Fundamentals

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Brush up on supply chain management foundations to prepare for the course

Browse courses on Supply Chain Management

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Review notes from previous courses or textbooks about supply chain management
Attend a webinar or workshop on supply chain basics
Read articles or blog posts about current trends in supply chain management

Attend a Webinar on Omnichannel Best Practices

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Webinars can complement your studies by providing access to industry experts and case studies.

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Research and identify relevant webinars
Attend the webinar
Take notes on key takeaways

Five other activities

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Review the Book: 'Omnichannel Retailing: Strategies for Success'

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Reviewing this foundational work will provide a baseline for the essential concepts in omnichannel retailing.

Browse courses on Omnichannel Retailing

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Read the book's key chapters
Take notes on the main ideas
Summarize the key chapters
Discuss the book's concepts with a classmate

Participate in Class Discussions and Q&A Sessions

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Engaging in discussions will help you clarify your understanding of the course content, learn from others' perspectives, and build your confidence in the material.

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Prepare for class discussions by reading the assigned materials and reflecting on the discussion questions
Actively participate in class discussions by sharing your thoughts, asking questions, and listening to others
Attend Q&A sessions and ask questions to clarify your understanding

Attend an Omnichannel Strategy Workshop

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Attending workshops will allow you to engage with experts and gain practical insights.

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Research and identify relevant workshops
Attend the workshop
Participate in discussions and exercises
Apply what you learned to your own work

Create Mini Case Study: How a Retailer Implemented Omnichannel Strategies Successfully

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Developing a case study will force you to synthesize the course content with a real-world scenario, bolstering your understanding of how omnichannel strategies work in practice.

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Research a retailer that has successfully implemented omnichannel strategies
Identify key elements of their strategy
Analyze the impact of these strategies on the retailer's performance
Write a report summarizing your findings

Develop an Omnichannel Marketing Plan for a Chosen Brand

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Developing an omnichannel marketing plan will allow you to apply the concepts learned in the course to a real-world scenario, testing and deepening your understanding.

Browse courses on Marketing Strategy

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Choose a brand and conduct a thorough analysis of its target market and current marketing efforts
Develop an omnichannel marketing strategy that outlines the brand's goals, target audience, and key channels
Create a detailed implementation plan with tactics and timelines
Present your plan to classmates and industry professionals for feedback and insights

Career center

Learners who complete Omnichannel Strategy and Management will develop knowledge and skills that may be useful to these careers:

Retail Operations Manager

Retail Operations Managers oversee the daily operations of retail stores, including omnichannel operations. This course teaches the skills needed to understand the needs of omnichannel customers and how to fulfill omnichannel demand. These skills are essential for success in this role.

See salaries and explore the career path for Retail Operations Manager

Omnichannel Marketing Manager

Omnichannel Marketing Managers develop and execute marketing strategies that reach customers across all channels, including online, offline, and mobile. This course teaches the skills needed to understand the omnichannel customer journey and how to develop effective omnichannel marketing campaigns.

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Supply Chain Manager

Supply Chain Managers oversee the flow of goods and services from suppliers to customers. This course teaches the skills needed to design and manage an efficient omnichannel supply chain that can meet the demands of omnichannel customers.

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E-commerce Manager

E-commerce Managers oversee the online sales operations of a business. This course teaches the skills needed to understand the needs of omnichannel customers and how to develop and implement effective e-commerce strategies.

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Digital Marketing Manager

Digital Marketing Managers develop and execute marketing strategies that reach customers through digital channels, including online, mobile, and social media. This course teaches the skills needed to understand the omnichannel customer journey and how to develop effective digital marketing campaigns.

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Customer Experience Manager

Customer Experience Managers oversee the customer experience across all channels, including online, offline, and mobile. This course teaches the skills needed to understand the omnichannel customer journey and how to develop and implement effective customer experience strategies.

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Retail Buyer

Retail Buyers purchase merchandise for retail stores. This course teaches the skills needed to understand the needs of omnichannel customers and how to develop and implement effective buying strategies.

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Logistics Manager

Logistics Managers oversee the transportation and storage of goods. This course teaches the skills needed to design and manage an efficient omnichannel logistics network that can meet the demands of omnichannel customers.

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Market Research Analyst

Market Research Analysts collect and analyze data about customers and markets. This course teaches the skills needed to understand the omnichannel customer journey and how to conduct effective market research.

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Business Analyst

Business Analysts help businesses improve their operations by identifying and solving problems. This course teaches the skills needed to understand the omnichannel customer journey and how to develop and implement effective business solutions.

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Project Manager

Project Managers oversee the development and execution of projects. This course teaches the skills needed to manage omnichannel projects, including how to plan, execute, and close projects successfully.

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Product Manager

Product Managers oversee the development and marketing of products. This course teaches the skills needed to understand the omnichannel customer journey and how to develop and launch successful products.

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Sales Manager

Sales Managers oversee the sales operations of a business. This course teaches the skills needed to understand the needs of omnichannel customers and how to develop and implement effective sales strategies.

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Marketing Manager

Marketing Managers oversee the marketing operations of a business. This course teaches the skills needed to understand the omnichannel customer journey and how to develop and implement effective marketing campaigns.

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Chief Executive Officer

Chief Executive Officers oversee the overall operations of a business. This course teaches the skills needed to understand the omnichannel customer journey and how to develop and implement effective omnichannel strategies.

See salaries and explore the career path for Chief Executive Officer