This study provides theoretically sound and practically applicable guidelines for the situation-appropriate and success-oriented design of omni-channel-logistics (=OCL), which the author develops by deriving logistical design elements and their situational influencing factors and by linking them in the form of a conceptual framework consisting of four ideal types of OCL. Methodologically, the study is primarily based on the extensive qualitative analysis of existing research findings. The relevance and application of the framework are illustrated through an analysis of a real case. The author has been active in retail and supply chain management for several years.