The opportunities and threats of the omnichannel in terms of the logistical challenges of the furniture industry

Both retail stores and online pure player are in a state of flux as a result of increasing digitalization and the influence ofdynamically changing trends. In particular, an adaptive behavior to the present developments is required from the furniture industry. The information age poses new challenges for retail companies. Due to the intensification of the market and the competitive landscapes and the changes in consumer behavior with regard to the required merging of purchasing channels, a rethinking is required and necessary. For today’s consumer, there is the possibility of a new presence and subsequent implementation of a constant critical examination of commercial enterprises. Thus, a requirement of the company of the consumer in each phase of the purchase process and a completely new transparency develops. Finally, a general simultaneous behavior towards the consumer is required. In addition, current circumstances such as the Covid-19-pandemic make this necessity more urgent. The omnichannel strategy and its establishment holds opportunities and threats for the furniture industry, especially with regard to logistical challenges. These must be recognized, exploited and remedied.