Understand the needs of omnichannel customers and how to make the transition from a traditional retailer to omnichannel from TuckX and the Tuck School of Business at Dartmouth. Retail customers are omnichannel. They increasingly expect to interact with retailers in a seamless way, combining aspects of different channels at different stages of their purchase journey.

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They want to place an order online and pick it up an hour later on their way to work, or return at the store an order they had placed online. We have been studying for many years how traditional retailers can become omnichannel retailers. It is not an easy transition and requires a fundamental change in the retailer’s processes, systems and strategy. This transformation is not about small adjustments but a complete redesign of the retailer’s business model.

In this course, part of the Retail and Omnichannel Management Professional Certificate program, you will learn from retailers that are successfully navigating this transformation. You will explore how to attract omnichannel customers, what fulfillment options these customers expect, how retailers can leverage their online and brick and mortar presence, and what retailers need to support an omnichannel strategy. By the end of the course, you won’t be thinking about separated retail channels but one integrated retailer that is aligned to best serve today customer’s needs.

We have designed this course based on our own work in omnichannel retail. The course will suit a variety of participants from retail owners and undergraduate business majors, to retail specialists.

What you'll learn

- How to understand the needs of omnichannel customers

- How to fulfill omnichannel demand

- How leading retailers are navigating their omnichannel journeys

- How to support an omnichannel strategy

Course Syllabus

Week 1: The Omnichannel Customer

Customers are omnichannel

The conversion funnel

Retailer’s value proposition

Interacting with customers

Omni-channel Data

Week 2: Fulfilling Omni-channel Demand

Designing a distribution network

Increasing delivery speed

The importance of information

The importance of ownership structure

Week 3: Omni-channel Journeys

Information-fulfillment matrix. Traditional vs hybrid models

From offline to online information

From online to offline information

Towards omnichannel fulfillment

Engaging customers in an omnichannel world

Week 4: Supporting an Omnichannel strategy

Enabling an Omnichannel Strategy

Labor Strategy

Labor Allocation

Measuring Performance

Omnichannel is Here To Stay

Retail and Omnichannel Management Professional Certificate

Enroll in course

MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

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