Retailers Lag Behind Consumers’ Omnichannel Desires

"Omnichannel" has become a buzzword in retail for good reason. New technologies and better data bring the longtime dream of a unified cross-channel shopping experience within reach. In practice, however, most retailers still fall far short of achieving this vision, according to a new eMarketer report, The State of Omnichannel Retail: Retailers Playing Catch-Up with Consumers. Nearly all retailers aspire to creating an omnichannel experience for their customers.