Abstract
M.Com. (Business Management)
The omni-channel is becoming a standard business offering in the retail industry, as
customers require a variety of methods by which to purchase products. The traditional
retail model saw customers entering a physical brick-and-mortar retail store to
purchase their products, but developments in technology have now added a new
dimension customers can use to shop, namely online shopping. The omni-channel is
an offering whereby a company offers customers multiple methods of order placement,
and this offering is one which could be used in various industries.
The research presented in this study evaluates the opportunity of using omni-channel
distribution within the South African chemical industry. The research, which is a case
study of Company A, evaluates the opportunity from two perspectives:
1. The customer, or external, perspective of the omni-channel was evaluated in
terms of readiness and requirements of customers.
2. The business, or internal, perspective was evaluated in terms of key
considerations (specifically from a supply chain management and information
technology outlook) in the event that an omni-channel would be added to the
current business offerings.
The research findings of the study showed that customers are ready for an omnichannel
distribution offering and would prefer the option of an online ordering platform
being offered in the South African chemical industry. There are still traditional methods
of ordering that customers would use alongside the online methods of ordering,
meaning that customers have embraced the notion of an omni-channel distribution
offering in the chemical industry. The findings suggested that the omni-channel needs
to be convenient, fast and secure to be successful. There was found to be a
requirement in the South African chemical industry to offer a wide range of order
fulfilment options, including a variety of delivery and collection options. The omnichannel
can, and should, be offered in the South African chemical industry, and early
adopters can take the most advantage by introducing this offering in the market.