ASSORTMENT POLICY IN THE GLOBAL AGE OF E-COMMERCE: BALANCING ONLINE AND OFFLINE OFFERINGS TO MEET CONSUMER NEEDS

The rise of global e-commerce has dramatically changed the retail landscape, allowing consumers to shop online from anywhere in the world at any time of day. As a result, retailers have had to adapt their assortment policies to balance their online and offline offerings to meet consumer needs and preferences. We explore the challenges and opportunities of the integrated assortment policy in the age of e-commerce highlighting new results of the latest studies on optimal assortment within related assortment strategy. This way retailers can deliver a satisfying shopping experience that meets their consumers' needs and preferences across multiple channels.