Tutorial 7

Week 8 Tutorial

In this tutorial we will be thinking about the “omnichannel”.

Step 1: Video

Watch this video to get an understanding of what is meant by “omnichannel”.

Step 2: Video

Watch this video to understand some of the issues surrounding the concept of “omnichannel”.

Step 3: Reading

Download this paper written by James Rowell and read it.

Step 4: Research

Conduct your own research into the “omnichannel”

Step 5: Notes

Make notes of your thoughts and findings and come to the tutorial ready to discuss the following:

  • Why isn’t Amazon omnichannel?
  • Why are smaller retailers not making money from the Internet?
  • Does the omnichannel really exist?