E.g., Nov 21 2019
E.g., Nov 21 2019
Open Filters
Illustration of multiple retail channels

Professors Joline Uichanco and Stefanus Jasin are working to optimize 'omnichannel' strategies.

INTERVIEWED BY TERRY KOSDROSKY

As retailers pursue both e-commerce and brick-and-mortar sales, more are turning to what's known as an "omnichannel" strategy. When done right, an omnichannel approach allows customers to browse and buy however they want — at the store, online, or even a combination of the two. But this presents a number of challenges to retailers merging two channels into one, particularly with pricing. Fortunately, Joline Uichanco, professor of technology and operations, has taken a look at this problem and developed a new analytical model...