About the course

Retail customers are omnichannel. They increasingly expect to interact with retailers in a seamless way, combining aspects of different channels at different stages of their purchase journey. They want to place an order online and pick it up an hour later on their way to work, or return at the store an order they had placed online. Tuck School of Business (US) has been studying for many years how traditional retailers can become omnichannel retailers. It is not an easy transition and requires a fundamental change in the retailer’s processes, systems and strategy. This transformation is not about small adjustments but a complete redesign of the retailer’s business model.

In this course, part of the Retail Management Professional Certificate program, you will learn from retailers that are successfully navigating this transformation. You will explore how to attract omnichannel customers, what fulfillment options these customers expect, how retailers can leverage their online and brick and mortar presence, and what retailers need to support an omnichannel strategy. By the end of the course, you won’t be thinking about separated retail channels but one integrated retailer that is aligned to best serve today customer’s needs.

This course is designed based on the school's own work in omnichannel retail. The course will suit a variety of participants from retail owners and undergraduate business majors, to retail specialists.

What you will learn

By the end of this course you will know:

  • How to understand the needs of omnichannel customers;
  • How to fulfill omnichannel demand;
  • How leading retailers are navigating their omnichannel journeys;
  • How to support an omnichannel strategy.

About the instructors

Santiago Gallino is an Assistant Professor of Business Administration at the Tuck School of Business. He is interested in operations management challenges in the retail industry. Santiago study both omnichannel integration and store execution issues in retail. In his research he uses field data and econometric tools to study existing operational practices as well as potential operational improvements. His educational background includes PhD in Operations and Information Management and a Master’s in Statistics, both from The Wharton School of the University of Pennsylvania (US), an MBA from IAE Business School (Argentina), and a degree in Electrical Engineering from Universidad de Buenos Aires (Argentina).

Antonio (Toni) Moreno-Garcia is Associate Professor of Operations at the Kellogg School of Management (US). He received his PhD in Operations and Information Management from The Wharton School of the University of Pennsylvania and has been at Kellogg since 2011. His research focus is on empirical operations management, with a particular emphasis on studying the effect of new technologies on service and supply chain strategies. On that front, he is exploring topics such as service procurement through online service marketplaces, the operations of peer-to-peer markets, and the interaction between online and brick-and-mortar channels in retail. His work has appeared in leading journals such as Management Science, Marketing Science, Manufacturing & Service Operations Management, Information Systems Research, and Sloan Management Review, and has been covered by several media outlets.

Duration: 4 weeks, 3-5 hours per week

Language: English

Instructors: Santiago Gallino and Antonio Moreno-Garcia

Institution: Tuck School of Business