Intelligent servicing strategy for an online-to-offline (O2O) supply chain under demand variability and controllable lead time

With the advancement of technologies, industries tries to adopt advantages technology. Customers are busy in their daily life, and online platform is best option for retail, whereas traditional customers still prefer visit retail shop. Few choose product but buy it offline or vice-versa . Owing all those circumstances, current study focuses on an intelligent dual channel (online-to-offline) strategy industry arrange optimal services customers. The selling price vary with different channel, which helps determine demand entire supply chain. Two important factors, backorder lead-time examined precisely through marginal value service calculate exact profit. profit a centralized decentralized case computed both players. Some propositions developed prove global optimality. Numerical results that provides 7.77% better than due bonding between