Integration process in multi-channel management : from consumer decisions to supply chain strategy

When a large retailer simultaneously manages several channels, there are important issues regarding how marketing and logistical resources are co-managed. The paper discusses the integration of marketing and logistical operations to improve service delivery to multi-channel shoppers. Based on a literature review regarding multi-channel management, in order to build a conceptual framework, it puts forward four propositions regarding the multi-channel integration process. This paper underlines the importance of information about how consumers order in different channels. This makes the overall management of different channels difficult and threatens marketing and logistics interfaces.