## 2 Theoretical Background
### Network Coordination in Omni-Channels
 \\ \hline \hline
[11; 12; 13] & yes & yes & yes & no \\ \hline
[21; 22; 23; 24; 25; 26] & yes & no & no & no \\ \hline
[27; 28; 29; 30; 31; 32; 33; 34; 35] & no & yes & no & no \\ \hline
[36] & no & yes & no & yes \\ \hline
[37; 38; 39; 40; 41] & yes & yes & no & no \\ \hline
[42; 43; 44; 45] & no & yes & yes & no \\ \hline \hline \end{tabThis weakness was the reason for further exploration and improvement of the service by integrating channels and increasing interaction with the customer, and omni-channels were created through evolution. Omni-channel is an extension of the multi-channel strategy, as it uses a variety of sources to reach the customer, linking them together. It represents another level of care for the customer and their needs, due to the clarity of the message of each company that uses it. It mandates that marketing and sales activities be seen as a coherent whole. Omni-channels therefore provide the same level of customer service regardless of the channel chosen [53]. Omni-channel structures include a website and online shop, mobile apps, desktop shop, social media, email marketing, acquisition, call centre, smart TVs, and games consoles. In each of the marketing channels, the customer can place an order, check the status of the order, choose the method of physical distribution, or make a complaint regardless of the channel choice at earlier stages [54]. This implies the need to integrate the information that is made available in each channel, such as the price of the product, its description, pictures, and also shipping and traceability information during the physical flow of the product from the seller to the customer [52]. These channels have common stock levels; therefore, the role of logistics operators undertaking the handling of such complex systems is increasing. Omni-channel, as a sales strategy, shows that brands not only ensure that more channels are available for customers to purchase goods but also ensure that the experience they have at each channel is consistent and 'works' together [55]. This is why advanced IT solutions are important in such distributions, the use of which facilitates the management of stock in central warehouses, as well as field sales points [56]. The dynamic management of prices and sales conditions, and the smooth movement of highly rotating goods in the channel is also crucial. This would not be possible without coordinating flows across all channels. Network coordination, including its forms and mechanisms, is studied in different configurations in networks of cooperating organisations. The authors emphasise that the effectiveness of the use of combinations of coordination mechanisms depends on the extent to which they are matched to the type of network of interacting organisations [57]. Such a fit should take into account, among other things, the part of the supply chain at which the network is formed. A factor that significantly influences where network relationships are intensified is the degree of product customisation [58]. While products designed according to the customer's design require complex supply networks and simplified distribution systems, standardised or massively differentiated products require the extension of network relationships at the distribution level. Distribution networks are an example of building relationships between product manufacturing organisations and intermediaries, logistics companies, and final customers. The coordination of the distribution network must be aimed at synchronising processes in such a way that customer orders are reliably fulfilled when and where the customer expects the product [59]. Omni-channel distribution, due to its complexity and the integration of different channels required for its implementation, requires a precise choice of coordination mechanisms, which are sought in the network coordination construct. As we have pointed out, omni-channel distribution requires a focus on customer satisfaction in such a way that regardless of the channel chosen, the customer is equally satisfied with the order.