Gartner Research

Retail Industry Outlook 2017: Supply Chain Capabilities Needed to Transition From Multichannel to Unified Retail Commerce

Published: 14 February 2017

ID: G00319371

Analyst(s): Simon Bailey , Mike Griswold , Tom Enright , Thomas O'Connor


Retailers are moving from an ad hoc approach to cross-channel shopping toward a unified experience that strategically links any consumer across any channel at any time. This research identifies what this trend means for retail operations and recommends the key steps supply chain leaders must take.

Table Of Contents
  • Key Challenges



  • Consumers Are Merging Their Shopping Experience Across Mobile, Web and Stores, Placing Pressure on Supply Chain Leaders That Have Underinvested in Foundational Operations
    • Organization Structure
    • Sales Crediting for Online Sales
  • Digital Business Is Changing the Role of the Store, Requiring Supply Chain and Operations Leaders to Rethink How Physical Selling Space Is Utilized
  • Margins Are Pressured by the Continued Emergence of Online-Only Merchants and the Success of Discounters Across the Retail Spectrum From Specialty Fashion to Grocery
  • Supply Chain Roles Become More Strategic to Retailers, Requiring a Greater Emphasis on Attracting and Retaining Top Supply Chain Talent
    • Review Your Supply Chain Design to Identify Opportunities to Create Consumer Value
    • Define and Build Talent Capabilities That Extend Beyond the Store
    • Establish a Process Framework to Support Orchestration Capabilities

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.