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Omni Tactics

Companies who want to evolve from single-/multichannel to omnichannel retailers are facing major challenges. A retailer must determine through which channels and which delivery options he prefers to offer his products to his customers. This abundance of options gives a chance for a higher service and turnover, but also impacts the costs. With its project ‘Omni Tactics’ VIL aims to support companies, especially SME’s, to proactively determine the cost-to-serve of their omnichannel choices.

The better companies are aware of the cost-to-serve in advance, the better they can implement well thought-out additional customer oriented channels. With this approach companies can avoid to invest in e-commerce just for the sake of higher sales, while the higher logistic costs negatively affect the profits.


  • To build a user friendly model that offers the opportunity for companies to determine the cost-to-serve of multiple omnichannel scenarios on a strategic/tactical level.
  •  To support companies with (future) e-commerce ambitions in making the right omnichannel strategic choices.     


  • To make a detailed enumeration of key elements and parameters that have an important impact on the cost-to-serve.
  • The design of the omnichannel impact model: components and structure of the logistic network, delivery times and options, relational dependencies between entities and parameters,…
  • To build, test and validate the omnichannel impact model.
  • To determine useful scenarios for a number of representative companies and to collect all relevant company data.
  • Practical testing based on specific cost-to-serve calculations for the participating companies, making the impact of omnichannel choices comprehensible.


This project targets retail and distribution companies (fashion, multimedia, FMCG, DIY,…) who intend to launch, expand or better integrate e-commerce in their business, as well as logistics services providers, couriers, IT providers and start-ups who are focusing on retail and e-commerce.


Planned launch: May 2017

Total lead time: 22 months

Want to find out more?

Contact: Dirk De Vylder (