student
The article examines the omnichannel transition of fast moving consumer goods (FMCG) chains and manufacturers from the point of view of unit economics. Three fulfillment formats are compared based on operational data — picking in an existing store, a micro-node (dark store), and a centralized warehouse — taking into account assembly, packaging, the "last mile", returns, and payment commissions. It is shown that with a high address density and a significant share of pickup, micro-nodes reduce the total order cost and the break-even point of the average check; in "stretched" areas, a hybrid with pickup and wide slots is needed. The economic result is determined by the design of time windows, equivalent replacement rules, and reverse logistics discipline. A practical framework for setting thresholds, radii, and shares of pickup is proposed, which allows maintaining the contribution margin without capital-intensive automation and reducing the risk of offline cannibalization.
omnichannel model, fast moving consumer goods, unit economy, micro-hubs, dark stores, last mile, pickup, time windows, substitution rules, contribution margin
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