How can logistics enable businesses to tackle omnichannel challenges effectively?

Abstract

The shift from multichannel to omnichannel retailing has changed how businesses engage with customers. This dissertation seeks to understand the challenges that exist in the materialisation of an omnichannel strategy and how logistics can help to minimise them. Specific objectives include: (i) the study of the drivers that enhance the omnichannel approach, (ii) the challenges of this type of strategy, and (iii) how logistics can help minimise these challenges associated with the omnichannel approach. The study follows a qualitative research method. It uses semi-structured interviews with members of three companies that operate in different sectors. Two are medium-sized enterprises and one is a small-sized enterprise. Two have already implemented an omnichannel approach, and the other is currently transitioning from a multichannel strategy to an omnichannel approach. All three companies differ significantly in terms of revenue and number of employees. Throughout the dissertation, it will be discussed the importance of real-time inventory visibility, the agile reverse logistics, the centralised fulfilment and the synchronised cross-channel flows, which are factors that are highlighted by the interviewers as being essential and extremely important for the proper functioning of the omnichannel strategy. By considering logistics a strategic component rather than an operational consequence of the omnichannel approach, this research shall contribute as a groundbreaking addition within this type of approach. Beyond expanding the theoretical knowledge, this work offers useful advice to businesses looking to improve omnichannel performance through modern logistics.

Date of Award	20 Oct 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor) & Joana Simões do Carmo Dias (Co-Supervisor)