Omnichannel retailing in Russia
Myths and reality
To what extent do retailers have to reconfigure their businesses in order to succeed in omnichannel retailing? What are the typical pitfalls that you should avoid along this path? The article by Vardan Gasparyan, supply chain management practice director, focuses on the opportunities currently used or likely to be used by “traditional” Russian retailers aiming to bolster their positions in the digital segment of the market.