Abstract
Retail has undergone several transformations over the years. The main reason is due to the digital transformation that is occurring in business, changing all processes and, as a consequence, consumer behavior. This new retail model, much more interactive and integrated, is taking over the market. Retail distribution systems are considered multi- or omni- channel systems when consumers can place orders to buy products: online, physically and online in the stores. Nowadays, most companies try to increase their sales using this recent business model called omni-channel retailing. This is changing the way companies sell their products. These changes can be seen both in the internal logistics of retailers and in the structure and processes of the supply chain. It integrates two existing distribution systems: the retail distribution system and the consumer distribution system. The current study aims to understand this model that integrates the digital and offline and raise its key implications for the strategies applied in logistics.
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