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Omnichannel retail refers to the integration of multiple channels through which customers interact with a retailer, including physical stores, websites, mobile applications, social media platforms and other digital marketplaces. Unlike traditional multichannel retailing, where different channels may operate relatively independently, omnichannel retail seeks to provide customers with a seamless and consistent shopping experience across all channels. A customer may search for a product online, check its availability at a nearby store, purchase it through a mobile application, collect it from the store and later return it through another channel. Such integration makes the supply chain considerably more complex. Therefore, the statement that “omnichannel retail requires a fundamental shift in supply chain strategy” is justified because the traditional store-oriented supply chain must be transformed into a flexible, integrated and customer-responsive network. In conventional retailing, supply chains are generally designed around predictable flows of goods from suppliers to distribution centres and then to individual stores. Stores act as the primary points of inventory holding and customer fulfilment. Demand forecasting is usually performed at store or regional level, and replenishment is planned according to expected store sales. Omnichannel retail changes this structure because inventory is no longer dedicated exclusively to a particular physical store or distribution channel. The same inventory may serve customers purchasing through stores, websites, mobile applications and other platforms. Consequently, retailers need to ______ ___ ____ _______ ____ _____ ________ ______ ________ _________ ____.
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