Digitalisation, social media, big data, and other emerging technologies such as artificial intelligence, virtual reality, and augmented reality are transforming retail business models.

Our webinar will examine the new normal in retail operations with the increasing relevance and significance of omnichannel.

This webinar will:

  • Investigate the customers’ increasing participation in omnichannel service provision
  • Present how retailers can be successful when competing in the omnichannel
  • Introduce current omnichannel opportunities for businesses


Professor Martin Christopher, Cranfield School of Management

Dr Soroosh Saghiri, Senior Lecturer and Course Director,
Logistics, Procurement and Supply Chain Management, Cranfield School of Management

Mr Neil Ashworth, Director, Delivery Channels Covid-19 Testing Programme,
Department of Health and Social Care

Neil is an innovative and established senior strategic leader, and Non-Executive Director recognised in the multichannel fulfilment and retail sectors for delivering robust digital transformation. His primary focus is to develop enduring strategic and operational capabilities which propel organisations into modern retail and development practices to remain at the forefront of market innovations.


10:00–10:05  Welcome – Professor Michael Bourlakis and Professor Emel Aktas
10:05–10:15  Beyond Omnichannel: The Customer as Co-creator – Professor Martin Christopher
10:15–10:30  Retail Qualifiers and Winners in the Omnichannel Era, Dr Soroosh Saghiri
10:30–10:45  Current Opportunities in Omnichannel, Neil Ashworth
10:45–11:00  Questions from participants


Register via Eventbrite