This study aims to develop the Omni-channel strategy for the supermarket stores. We used Albert Heijn, a leading supermarket chain in the Netherlands, as the research case in the study. Currently, AH has set three goals for the Omni-channel services: more customers, more choices and more places. However, there are still some improvements to be made and ideas that can be given. Therefore, this study provides three ideas suggested to AH, including E-bike delivery, live cooking and cash payment at

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... the self-scan cashiers. E-bike delivery can lower the minimal order value and delivery costs. Live cooking can allow customers to eat in stores. Cash payment at the self-scan cashiers can provide the option of cash payments, which satisfies more customers.