Securing Successful Omni-Channel Logistics: An Investigation of Required Competencies to Adapt to the Trends and Challenges of the Retail Industry

Sammanfattning: Omni-channel retailing, the concept of offering consumers a seamless experience by integrating physical stores and online channels, is growing within the retail industry. This transformation has forced entire organizations to rethink their logistics network and fulfillment operations, which has resulted in an endeavor to work more cross-functionally in businesses. This shift makes the competence requirements for operating omni-channel logistics more complex and intertwined. No previous research has focused on the intersection of competencies and omni-channel logistics. Therefore, the purpose of this thesis was to explore what competencies will be required within the retail industry, in connection to omni-channel logistics, to cater to the changing customer demand and other trends within the industry. The purpose was addressed through an exploratory, qualitative interview study, involving seven leading Swedish retailers and three supporting, or competing, industry experts. The analysis included a mapping of challenges affecting omni-channel logistics and prominent trends in the industry. Further, competence requirements to overcome these challenges were specified and consolidated into five personas critical for retailers to recruit and develop internally. Answering what competencies will be required to enable successful omni-channel logistics is not as easy as diving into a set of specific competencies. We concluded that the key is often in the connection between competencies, and it is not easy to precisely pinpoint which competencies contribute to what output. Critical competencies no longer only relate to specific supply chain and logistics competencies. Instead, they include soft values and competencies related to dynamic consciousness in business landscapes, like collaboration, agile methods, and stakeholder management. Considering theoretical contribution, the challenges identified in this thesis provide areas for academics to further focus on going forward. Additionally, we provide one puzzle piece to the solution by identifying the competencies and omni-channel logistics personas required to cater to the new omni-channel retailing landscape. Given the strategic focus of this thesis, it would be complementary for further research to dive deeper into the more operational aspect of competencies, looking into blue-collar jobs and how these roles will be impacted by automation and other emerging technologies.