RP Omnichannel Assortment Planning
Research Paper

Research Paper: Omnichannel Assortment Planning

In today’s omnichannel environment consumers increasingly interact with assortments of the same firm across different touchpoints. To provide the seamless experience consumers are increasingly used to, companies have to engage in omnichannel assortment planning; coordinate all aspects of their assortment across different channels. 

This paper outlines this process, using a combination of literature review and real-world examples, starting with the consumer perspective. How has the proliferation of information and sales channels shaped omnichannel customer journeys? And reversely, how is changing consumer behavior shaping the omnichannel evolution? 

Download this research paper by  Prof. Gurhan Kok (founder and CEO of Invent Analytics) to find out strategic, tactical, and operational challenges in omnichannel assortment and explore how academic research can contribute to the emerging practice of omnichannel assortment planning.

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