The growth of e-commerce, contrary to initial expectations, has served to reinforce the traditional physical model through the omnichannel retail approach, which mixes real and virtual shopping experiences. In this model, a customer-centric vision has gained relevance, which brings with it certain aspects such as: the trade-off between responsiveness and efficiency; new requirements for speed and flexibility of supply; the need for greater management over the variety and complexity of the assortment; risk management; adaptation to sustainability expectations.
An adequate response to this set of challenges leads directly to a reflection on the new role of the supply chain area in the omnichannel context. Supply chains must adopt an integrated network approach to serving customers, aiming for a seamless shopping experience from order confirmation to delivery of the product or service. Multiple channels, changing customer and consumer profiles, and the evolution of retail businesses are increasingly on the agenda for organizations. Advanced supply chain management involves properly defining distribution channels, cost structures, visibility parameters at each link in the chain, reverse logistics and many other related activities.
The aim of this course is to discuss these necessary adaptations in supply chain management in the face of the new challenges of meeting demand in the retail sector, exploring the complementarities of the two approaches