2023 年 15 巻 1 号 p. 53-60
In an omnichannel approach, customers can participate in various shopping experiences since online and offline channels are seamlessly connected via modern information and communication technology. An omnichannel shopping experience comprises the buy-online-pickup-in-store (BOPS) service, in which a customer orders a product online and picks it up in a physical store; and the home-delivery. (HD) option, in which the customer examines and purchases a product and then requests for delivery directly to an address of their choice. This study examines how providing BOPS and HD services can increase the profitability of online and offline retailers that offer omnichannel disbursement. In addition to a decentralized supply chain, we examine whether supply chain contracts between the two channels can enhance system performance with model formulation and numerical experiments. We discovered that omnichannel adoption is not always desirable, and revenue-sharing ratios affect the decentralized channel’s performance.
