The distribution and marketing has faced a new business environment with the advent of mobile distribution channels. Due to the prevalence of smartphones and SNS, distribution structures in the market are changing naturally from multi-channel to omni-channel. Recently, omni-channel strategies have been established and implemented in many domestic distributors. This paper has proceeded with a preliminary study on how the change of the distribution structure to the omni-channel affects the supply chain management. To do this, we first looked at the cases of omni-channel strategy. Based on the systematic classification of the strategies implemented in the cases, strategies for strengthening the omni-channel were derived from statistical testing of hypotheses and research models.

Omni-channel strategy is an innovative paradigm for integrated information distribution of inventory, sales, operations, marketing, delivery, pickups and returns in supply chain management. Recently the distribution strategy faces new challenges with the advent of mobile distribution channels. Social media with countless apps imposes additional stress on supply chain operations. Due to these changes, distribution network in supply chain is changing naturally and rapidly from multi-channel to omnni-channel platform. Recently numerous domestic distributors establish and adapt this new supply chain optimization tool as a part of seamless flow of movements of goods from one channel to other channels. The objective of this paper is to present a preliminary findings on how omnni-channel affects the supply chain management. A survey is used to ascertain in the degree of omnni-channel implementation and statistical evidence is provided to test sets of hypothesis. The results of the questionnaire showed that consumers' purchasing styles differed by gender, age, purchase purpose, and product type. In particular, women consider purchasing experience in omni-channel to be important. As food and household goods can be conveniently shipped, consumers prefer online purchasing it. Conversely, consumers tend to favor omni-channel strategy in connection with offline experience in IT products.