The Strategic Advantage Omnichannel Retailers Have Over Amazon

New research suggests that encouraging in-store pickup over home delivery could lead to more profitable sales, higher market shares, and sustainability-performance gains.

The authors’ research found that by providing consumers with information on the environmental and social impact of home deliveries, omnichannel retailers could capture $100 billion worth of market share from Amazon. It would also allow them to increase margins and make their own businesses more sustainable.

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  Rodney Thomas is an associate professor of supply chain management and advisor to the Customer Centric Leadership Initiative at the University of Arkansas’s Sam M. Walton College of Business.
  

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  Travis Tokar is a professor of supply chain management at Texas Christian University’s Neeley School of Business.
  

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  Remko Van Hoek is a professor of supply chain management at the University of Arkansas’s Sam M. Walton College of Business and advises companies on procurement transformation. He previously served as a chief procurement officer at a number of companies.
  

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