Scl event workshop - march 2015

1. Professor
Jan
Godsell
WMG,
University
of
Warwick
How
to
be
Omnipresent
in
an
Omni-­‐channel
World?

2. 3
things…
• What
is
omni-­‐channel?
• The
consumpFon
driven
SC
• Structural
flexibility

3. Quick
ques*on
What
is
the
difference
between
mulF-­‐channel
and
omni-­‐channel
in
a
retail
context?

4. Omni-­‐channel….
‘Seamless
approach
to
the
consumer
experience
through
all
available
shopping
channels’

5. Omniscience
meets
omnipresence…
Omnipresent
Omniscient
Supply
Demand

6. The
consumer
owns
their
own
data
and
is
in
control…

7. From
channels
to
touch
points…

8. 4
key
challenges
of
the
consumpFon
driven
SC…
1. Consumers
experience
the
brand
not
the
channel
(or
even
retailer)
2. Enterprise
wide
inventory
(both
within
and
across
retailers)
in
real
Fme
3. New
business
models
4. Real
opFons
(future
proofing)

9. Requires
both
dynamic
and
structural
flexibility
across
the
SC
Dynamic
flexibility
is
a
reflecFon
of
the
agility
of
the
supply
chain,
parFcularly
its
ability
to
respond
rapidly
to
variaFons
in
volume
and
mix.
Structural
flexibility
is
the
ability
of
the
supply
chain
to
adapt
to
fundamental
change,
e.g.
if
the
‘centre
of
gravity’
of
the
supply
chain
changes,
can
the
system
change?
Aer
Christopher
and
Holweg
(2011)

10. Challenges
current
supply
chain
strategic
thinking
Challenge
Approach
Local
vs.
Global
sourcing
InvesFgate
‘local-­‐for-­‐local’
alternaFve
to
global
sourcing
and
centralised
manufacturing
Economies
of
Scope
vs.
Scale
Focus
on
the
‘economies
of
scope’
rather
than
the
‘economies
of
scale’
Wide
vs.
Narrow
bandwidth
Create
‘bandwidth’
through
asset
sharing,
e.g.
capacity
and
inventory
MulFple
vs.
Single
opFons
Adopt
a
‘real
opFons’
approach
to
supply
chain
decision
making
Aer
Christopher
and
Holweg
(2011)

11. Remember
3
things…
• What
is
omni-­‐channel?
• The
consumpFon
driven
SC
• Structural
flexibility
@JanGodsell
@WMGSupplyChain
#SCinPrac9ce
j.godsell@warwick.ac.uk
h?p://www2.warwick.ac.uk/fac/sci/wmg/research/scip/