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The Handbook of Logistics and Distribution Management, 5th Edition by Dr. Peter Baker, Phil Croucher, Alan Rushton

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11

Multichannel fulfilment

Introduction

Multichannel fulfilment is a term used to describe the distribution of goods that have been sold through a number of different sales channels. The term is used particularly in retailing in relation to the delivery of goods sold through retail stores (ie shops), catalogue orders and internet orders. It is the rapid expansion of the latter that has made this a major issue for many companies. In recent parlance, many ‘bricks-and-mortar’ retailers (ie selling solely through shops) have become ‘bricks-and-clicks’ retailers (ie selling through shops and the internet). Internet orders now comprise ‘e-commerce’ (eg ordering via personal computers) and ‘m-commerce’ (eg ordering via mobile telephones).

It should ...

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