--- title: Multi-Omni Channel Retail Supply Chains description: Multichannel and Omni channel supply chains - what are they and what is the difference? image: https://blog.som.cranfield.ac.uk/hubfs/OmniChannel_Blog_Image_1_Sept19.jpg --- [![Marques-SoM](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/CGMD%20Blog/Images/CGMD%20Images/Logos/Marques-SoM.png?width=1&name=Marques-SoM.png)](http://www.cranfield.ac.uk/som) [![Marques-SoM](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/Marques-SoM.png?width=85&name=Marques-SoM.png)](http://www.cranfield.ac.uk/som)   - [Home](https://blog.som.cranfield.ac.uk/knowledge) - Featured - [CEO Summit](https://blog.som.cranfield.ac.uk/knowledge/tag/ceo-summit-2021) - Categories - [Changing World of Work](https://blog.som.cranfield.ac.uk/knowledge/tag/changing-world-of-work) - [Digital Transformation](https://blog.som.cranfield.ac.uk/knowledge/tag/digital-transformation) - [Economics](https://blog.som.cranfield.ac.uk/knowledge/tag/economics) - [Entrepreneurship](https://blog.som.cranfield.ac.uk/knowledge/tag/entrepreneurship) - [Finance and Accounting](https://blog.som.cranfield.ac.uk/knowledge/tag/finance-and-accounting) - [Implementation](https://blog.som.cranfield.ac.uk/knowledge/tag/implementation) - [Leadership](https://blog.som.cranfield.ac.uk/knowledge/tag/leadership) - [Logistics and Supply Chain](https://blog.som.cranfield.ac.uk/knowledge/tag/logistics-and-supply-chain) - [Organisational Behaviour](https://blog.som.cranfield.ac.uk/knowledge/topic/organisational-behaviour) - [Organisational Resilience](https://blog.som.cranfield.ac.uk/knowledge/topic/organisational-resilience) - [Strategic Marketing and Sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) - [Strategy](https://blog.som.cranfield.ac.uk/knowledge/tag/strategy) - [Sustainability](https://blog.som.cranfield.ac.uk/knowledge/tag/sustainability) - [Executive Development](https://blog.som.cranfield.ac.uk/knowledge/tag/executive-development) - Content - [Articles](https://blog.som.cranfield.ac.uk/knowledge/tag/article) - [Whitepapers](https://blog.som.cranfield.ac.uk/knowledge/tag/whitepaper) - [eBooks](https://blog.som.cranfield.ac.uk/knowledge/tag/ebook) - [Podcasts](https://blog.som.cranfield.ac.uk/knowledge/tag/podcast) - [Webinars](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar) - [Videos](https://blog.som.cranfield.ac.uk/knowledge/tag/video) - Programmes - [Open Programmes ↗](https://www.cranfield.ac.uk/som/open-executive-programmes) - [Customised Programmes ↗](https://www.cranfield.ac.uk/som/executive-development/consultancy-and-custom-solutions) - [MBA Programmes ↗](https://www.cranfield.ac.uk/som/cranfield-mba-programmes) - [Master's Apprenticeships ↗](https://www.cranfield.ac.uk/som/management-and-leadership-masterships) - [The Blog](https://blog.som.cranfield.ac.uk/execdev) [![JOIN THE KNOWLEDGE HUB](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/b9b69d4d-7ced-4ee8-bd11-b66d3bd4d1b7.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/b9b69d4d-7ced-4ee8-bd11-b66d3bd4d1b7) ### Subscribe you blog for exclusive insights. ![](https://blog.som.cranfield.ac.uk/hubfs/OmniChannel_Blog_Image_1_Sept19.jpg) read # Multi-Omni Channel Retail Supply Chains By Professor Richard Wilding OBE ![OmniChannel\_Blog\_Image\_1\_Sept19](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/OmniChannel_Blog_Image_1_Sept19.jpg?width=615&name=OmniChannel_Blog_Image_1_Sept19.jpg) **Multichannel and [Omni channel supply chains](http://blog.som.cranfield.ac.uk/execdev/how-the-omnichannel-may-fail?hs_preview=EidgUYlk-11836245170) - what are they and what is the difference?** **Multichannel supply chains** Multi-channel retailing is the development of retail operations in such a manner that enables the customer to transact with the business through independently managed channels, including stores, online and telephone sales. The key is that the channels are managed independently. **Omni-Channel supply chains** The [omni-channel retailing](http://blog.som.cranfield.ac.uk/execdev/how-the-omnichannel-may-fail?hs_preview=EidgUYlk-11836245170) is a truly integrated approach across the whole retail operation, that delivers a seamless consumer experience through all available shopping channels. Whether they are in store, mobile or online. Returns can be managed through all of these channels. The key is that the channels are managed in an integrated way. **So how do you interact with your customers?** - Store only - web to store, like clicking collect - web then direct to the customer You need an integrated [supply chain approach](http://blog.som.cranfield.ac.uk/execdev/supply-chain-strategy). Ask what processes, infrastructure, information systems, and people skills your business requires to embrace the omni-channel, supply chain world.     Our work in this area at Cranfield is one of the areas explored within the [Supply Chain Management Programme](https://www.cranfield.ac.uk/som/open-executive-programmes/logistics-and-supply-chain-management/supply-chain-management-programme)  - one of our specialist programmes designed to develop appropriate skills for next generation professionals in these fields. **Blog produced by:**  Professor Richard Wilding OBE, Professor of Supply Chain Strategy and Programme Director of the [Supply Chain Management Programme,](https://www.cranfield.ac.uk/som/open-executive-programmes/logistics-and-supply-chain-management/supply-chain-management-programme) Cranfield School of Management for this blog content. Read more: - **[Brexit Trick or Treat?](http://blog.som.cranfield.ac.uk/execdev/supply-chain-brexit-trick-or-treat)** - [***Supply Chain Leaders – Are you ready to share leadership?***](http://blog.som.cranfield.ac.uk/execdev/are-you-ready-to-share-leadership) - [***Supply Chain Collaboration***](http://blog.som.cranfield.ac.uk/execdev/supply-chain-collaboration) - **[Securing the Success of Strategic Supply Chain Initiatives Today and Tomorrow](http://blog.som.cranfield.ac.uk/execdev/securing-the-success-of-strategic-supply-chain-initiatives-today-and-tomorrow)** - **[Will Supply Chain 4.0 digitisation mean integration or disintegration?](http://blog.som.cranfield.ac.uk/execdev/will-supply-chain-4.0-digitisation-mean-integration-or-disintegration)**   ***[![Supply Chain Management programme brochure](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/ee18c9ea-5a6e-420e-8ca5-201a45c66fc7.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/ee18c9ea-5a6e-420e-8ca5-201a45c66fc7)*** Tags: [Cranfield School of Management](https://blog.som.cranfield.ac.uk/execdev/topic/cranfield-school-of-management), [leadership](https://blog.som.cranfield.ac.uk/execdev/topic/leadership), [featured learning](https://blog.som.cranfield.ac.uk/execdev/topic/featured-learning), [featured leadership](https://blog.som.cranfield.ac.uk/execdev/topic/featured-leadership), [featured sidebar leadership](https://blog.som.cranfield.ac.uk/execdev/topic/featured-sidebar-leadership), [featured sidebar all](https://blog.som.cranfield.ac.uk/execdev/topic/featured-sidebar-all), [featured sidebar learning](https://blog.som.cranfield.ac.uk/execdev/topic/featured-sidebar-learning), [featured all](https://blog.som.cranfield.ac.uk/execdev/topic/featured-all), [exec-feature](https://blog.som.cranfield.ac.uk/execdev/topic/exec-feature), [supply chain](https://blog.som.cranfield.ac.uk/execdev/topic/supply-chain), [supply chain management](https://blog.som.cranfield.ac.uk/execdev/topic/supply-chain-management), [retail supply chains](https://blog.som.cranfield.ac.uk/execdev/topic/retail-supply-chains), [multichannel supply chains](https://blog.som.cranfield.ac.uk/execdev/topic/multichannel-supply-chains), [omnichannel supply chains](https://blog.som.cranfield.ac.uk/execdev/topic/omnichannel-supply-chains) ### Related Articles ## 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