In Omni-Channel Retailing, I explored the complexities of distribution channels and their role in managing customer service throughout the retail supply chain. The course covered key topics such as e-channel behavior, channel design, and the selection, motivation, and control of channel members. By building on the knowledge gained in Consumer Behavior, I gained a deeper understanding of how retailers effectively tailor their services to create the best consumer experiences and target demographics. My final project focused on analyzing Sephora’s commerce strategy, examining how the brand uses omnichannel retailing to enhance customer service and maintain a competitive edge. I learned how this integrated approach to retailing allows businesses to optimize customer engagement across all supply chain stages. This course provided valuable insights into the future of retailing, emphasizing the importance of blending digital and physical experiences to meet evolving consumer expectations.
