{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,28]],"date-time":"2026-05-28T01:24:35Z","timestamp":1779931475839,"version":"3.53.1"},"reference-count":52,"publisher":"Institute for Operations Research and the Management Sciences (INFORMS)","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["M&amp;SOM"],"published-print":{"date-parts":[[2022,7]]},"abstract":"<jats:p> Problem definition: Although the analytical literature extensively studies distribution channels, empirical evidence on the value of omnichannel distribution is limited, especially for the omnichannel used by manufacturing companies to fulfill retail orders. I empirically evaluate the extent to which the dual\u2013distribution center (dual-DC) distribution channel and the factory-direct distribution channel contribute to fulfilling orders from retail stores compared with the traditional single\u2013distribution center (single-DC) channel. Academic\/practical relevance: Many manufacturing companies develop their distribution omnichannel to fulfill retail orders. To make proper decisions on various channels, they need to understand the trade-offs between different order-fulfillment measures and costs in different distribution channels. Methodology: I exploit two switches in distribution channels of a manufacturing company to its retail customers: one from single-DC to dual-DC distribution and the other from single-DC to factory-direct distribution. To account for the trade-offs between order fulfillment and the costs associated with each distribution channel, I develop three equations for fill rate, lead time, and production and distribution costs in a difference-in-difference framework and then estimate the equations using proprietary data of retail orders and delivery records. Results: The results quantify the contributions of distribution channels to order fulfillment. Compared with the single-DC distribution channel, the dual-DC distribution channel raises the fill rate by 0.4% and reduces the lead time by 9.7% without incurring additional costs, whereas the factory-direct distribution channel increases the fill rate by 0.5% and provides a 5.2% cost savings but extends the lead time by 12.5%. I further analyze these contributions to order fulfillment across demand variability and order quantity. Managerial implications: The findings provide manufacturing companies with valuable knowledge of their distribution channel choices and means to find a cost-effective distribution channel to improve order fulfillment for various customers and products. <\/jats:p>","DOI":"10.1287\/msom.2022.1104","type":"journal-article","created":{"date-parts":[[2022,4,6]],"date-time":"2022-04-06T09:48:26Z","timestamp":1649238506000},"page":"2150-2165","source":"Crossref","is-referenced-by-count":19,"title":["Omnichannel Distribution to Fulfill Retail Orders"],"prefix":"10.1287","volume":"24","author":[{"ORCID":"https:\/\/summer-heart-0930.chufeiyun1688.workers.dev:443\/https\/orcid.org\/0000-0003-4344-3621","authenticated-orcid":false,"given":"Xiang","family":"Wan","sequence":"first","affiliation":[{"name":"Fisher College of Business, The Ohio State University, Columbus, Ohio 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