Chains Pay Lip Service to Omnichannel Retailing, But Macy's, Urban Outfitters, Sephora Are Leading the Charge

After years of beefing up their e-commerce engines, traditional merchants are now waking up to omnichannel retailing, recognizing that the meat and potatoes of their business is still their existing fleet of physical stores. They're creating ways to bridge the gap between the virtual and in-store experience, introducing purchasing paradigms that are nudging consumers to upend the way they've shopped since time immemorial.