Barrier analysis for channel synchronisation and implementation of omni channel supply chain strategy meeting customer preferences

Omni channel is an approach that enables customer to shop across various platforms from brick-and-mortar stores to mobile app while offering them fully integrated shopping experience. The aim of this study is to identify the barriers and develop a path model discovering the strength and pattern of relationship among these barriers. The challenges that a firm would be facing while moving towards omni channel are explored by empirically testing a model. The structural equation modelling (SEM) technique is used for addressing these challenges which can help in future omni channel implementations. Results of this study shows that the challenges related to strategy are the greatest barriers in the initial stage of omni channel implementation while barriers related to development turn into the greatest barrier in the second phase. The obtained results give important guidelines to the multi-channel firms for streamlining their existing channels.