IGNOU BRL 115 2026 - "Omnichannel retail requires a fundamental shift

Question

"Omnichannel retail requires a fundamental shift in supply chain strategy." Evaluate this statement. Discuss the logistical challenges a retailer faces when integrating offline stores with online sales platforms.

17 Feb 2026

Answer :

Word Count : 274

Omnichannel retailing integrates physical stores, e-commerce platforms, mobile applications, and social media channels to provide customers with a seamless shopping experience. This integration demands a fundamental shift in supply chain strategy because traditional retail supply chains were designed primarily to replenish stores in bulk, whereas omnichannel models require flexibility, speed, visibility, and customer-centric fulfillment capabilities. In a conventional retail setup, distribution centers ship products in large

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