“Omnichannel is a must-have in retail business”

Omnichannel is a must-have in retail business. If you want to survive as a retailer, you have to be present on all channels.” Hübner knows his way around, he has been investigating the topic for years. His research focus is on the design of sustainable supply chains, where he holds the Chair of Supply and Value Chain Management at the University’s Straubing Campus as a responsible expert. In the past, the topic of omnichannel was mainly a source of concern for traditional retailers. But the major E-Commerce platforms shook up an entire industry sector. “Today, many small retailers also have their own web platform to serve their customers”, explains Hübner.