In recent years, the wide spread of e-commerce and mobile channel purchasing has deeply changed retailing sector, leading to the unavoidable necessity of integrating them with the physical stores. In this context, main purpose of the present work is to analyse how the introduction of this new integrated strategy, called crosschannel retailing, can impact on the performances of a traditional supply chain. In order to analyze the change in trend of a defined set of KPIs, a simulation model has been developed. It uses, as case study, a Fashion and Apparel Retailing company that manages an extended network of both direct-operated and franchising monobrand stores. Simulation results show that, despite a decrease in service level, the adoption of a cross-channel strategy may result in a significant cost reduction due to the better management of replenishments to stores.
IMPACT ANALYSIS OF A CROSS-CHANNEL RETAILING SYSTEM IN THE FASHION INDUSTRY BY A SIMULATION APPROACH
MARTINO, GIADA;IANNONE, RAFFAELE
2015-01-01
Abstract
In recent years, the wide spread of e-commerce and mobile channel purchasing has deeply changed retailing sector, leading to the unavoidable necessity of integrating them with the physical stores. In this context, main purpose of the present work is to analyse how the introduction of this new integrated strategy, called crosschannel retailing, can impact on the performances of a traditional supply chain. In order to analyze the change in trend of a defined set of KPIs, a simulation model has been developed. It uses, as case study, a Fashion and Apparel Retailing company that manages an extended network of both direct-operated and franchising monobrand stores. Simulation results show that, despite a decrease in service level, the adoption of a cross-channel strategy may result in a significant cost reduction due to the better management of replenishments to stores.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
