Trends in omnichannel logistics: a survey study with Swedish retailers

PurposeThe purpose of this study is to understand current trends and challenges in omnichannel logistics.Based on the study findings, a number of propositions are formulated.Design/methodology/approachAn exploratorysurvey study is conducted with 28Swedish retail companies that are involved with or plan to engage in omnichannel logistics. The study investigates the retailers’ previous andcurrent situation as well as their perceptions of development five years ahead.FindingsThestudy showsthat most retailers currently manage their channels separately, but in five years from now, the omnichannel approach will dominate. A number of challenges are identified that must be addressed during this transformation, e.g. combining centralized control with more complex distribution structures, implementing more advanced information systems, and developing the warehousing activities.Research limitations/implications A limitation is the focus on Swedish retailers, the explorative approach, and the use of perception data. A research agenda is proposed based on the gap between current status and the outlook for fiveyears ahead, that calls for testing the trends we explored.Practical implications The study highlights several network aspects that are important for practitioners to consider as they undergo a transition from multichannels to omnichannels, such as how to combine larger assortment, broader and longer distribution structure with central governance to keep inventory and tied-up capital under control.Original/valueA majority of research provides static views of omnichannel aspects. This study is original in that it studies perceived and expected changes over time related to the transformation from multichannels to omnichannels.