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Digital Business, Online to Offline Supply Chain Design

Omni-channel and online to offline (O2O) retailing, in which bricks and mortar joins with other channels such as TV, mobile, tablet, catalogue, and social media  as a single means of transaction, is believed to be the ‘next big trend’ and the future of retailing.

The overwhelming development of this trend is greatly influencing the retail industry both in the UK and overseas, with UK companies like Tesco, John Lewis , and overseas companies like and Amazon China competing to become leaders in this retailing revolution by developing their own omni-channels. Not only is this  development one of the hottest and most significant issues in the retail industry, but omni-channel  retailing has created huge opportunities for much broader consumer data collection, including transaction information, product reviews, and product-related discussions  on social media. Hence, as this new era of omni-channel retailing begins, the retail industry is asking, ‘How can we achieve the ultimate goal of an omni-channel by making use of big data?’ Particularly challenging in a cross-channel setting, is  the achievement of a “full synchronisation in progress” inventory and price visibility  and  the  efficient coordination across  different channels. (Baird and Kilcourse, 2014). 

Professor Yu Xiong and his team are working on this emerging research area and have  significant research published in leading international journals (ABS 4*) as well as joint industrial collaborative research and KTP projects demonstrating significant impact and achievement to date.  

Get in touch

To find out more, get in touch with the lead for this research theme Professor Yu Xiong.

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