Omni-channel retailing: A data-driven distributionally robust approach for integrated fulfillment services under competition with traditional and online retailers

Omni-channel (OC) retailing strategy provides consumers with seamless shopping experience by integrating different sales channels. In this study, we formulate a price and delivery lead time (DLT) dependent demand function for an omni-channel retailer (OCR) that provides integrated fulfillment services including buy-online-pick-up-in-store (BOPS) and order-in-store-deliver-to-home (OSDH) services. To investigate the extent of OC retailing success...