• Length:
    4 Weeks
  • Effort:
    3–5 hours per week
  • Price:

    FREE
    Add a Verified Certificate for $99 USD

  • Institution
  • Subject:
  • Level:
    Intermediate
  • Language:
    English
  • Video Transcript:
    English

Prerequisites

Basic undergraduate mathematics

About this course

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 you'll learn

  • 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

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

Meet your instructors

Santiago Gallino
Assistant Professor of Business Administration, Tuck School of Business
Dartmouth College
Antonio Moreno-Garcia
Associate Professor of Operations
Kellogg School of Management

Pursue a Verified Certificate to highlight the knowledge and skills you gain $99.00

View a PDF of a sample edX certificate
  • Official and Verified

    Receive an instructor-signed certificate with the institution's logo to verify your achievement and increase your job prospects

  • Easily Shareable

    Add the certificate to your CV or resume, or post it directly on LinkedIn

  • Proven Motivator

    Give yourself an additional incentive to complete the course

  • Support our Mission

    EdX, a non-profit, relies on verified certificates to help fund free education for everyone globally