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Impact of Omni channel in a central warehouse: An analysis of warehouse activities for an electronic retailer
Jönköping University, Jönköping International Business School, JIBS, Centre of Logistics and Supply Chain Management.
Jönköping University, Jönköping International Business School, JIBS, Centre of Logistics and Supply Chain Management.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this study is to analyze the impact Omni channel has on the ware-house activities in a central warehouse for electronic retailers. In order to fulfill the purpose the following research questions are analyzed and answered; “What are the challenges in the warehouse activities in a central warehouse for an electronic retailer when Omni channel is utilized?” and “How can the challenges in the warehouse activities be managed in a central warehouse for an electronic retailer using Omni channel?”

Methodology: The research method for this study is qualitative with an abductive approach. A single case study has been conducted based on interviews and observations. Furthermore, the literature review is based on scientific articles. The empirical findings from the case study have been a complement to the limited literature of warehouse activities connected to Omni channel. The analysis has required the authors to continuously match the empirical findings and literature in order to be able to fulfill the purpose. In order to analyze the answer the first research question an Ishikawa diagram is used. Furthermore, a tree diagram is used in order to analyze the answer for the second research question.

Findings: There are various challenges identified in the warehouse activities in a central warehouse for electronic retailers using Omni channel. Furthermore, the authors identifies challenges that have an impact on the warehouse activities where Omni channel is the cause for creating the challenges. Lastly, the authors provide the reader with improvement factors in order to manage the challenges identified.

Theoretical implications: The authors identify five theoretical implications for this study; large pallets, non-integrated WMS, a non-suitable picking equipment, a non-suitable layout, and packing. These challenges occur as an outcome of Omni channel and therefore can be seen as a theoretical contribution to the limited literature.

Managerial implications: It is crucial for electronic retailers to identify the challenges in the warehouse activities and understand the underlying reason for why the challenges arise. Furthermore, improvement factors can be identified and implemented by an extended anal-ysis. However, modifications are required since there are various factors that can differ be-tween electronic retailers using Omni channel.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Omni channel, retailing, electronic retailing, warehouse activities, challenges, improvement factors
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:hj:diva-27160ISRN: JU-IHH-FÖA-2-20150146OAI: oai:DiVA.org:hj-27160DiVA: diva2:821290
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2015-07-21 Created: 2015-06-12 Last updated: 2015-07-21Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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