2 Key Trends From eTail West

By Melissa Campanelli

1. The importance of omnichannel integration. Not a single presentation I attended or conversation I had at eTail West failed to mention how consumers today are focusing on brands holistically, not by channels, and thus retailers must strive to offer them an omnichannel experience consistent across all channels. Samantha Starmer, the former director of customer experience at REI, discussed six omnichannel attributes retailers must keep in mind when establishing their omnichannel strategy. They include the following:

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Samantha Starmer

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Melissa Campanelli Author's page Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

Editor's Note: 2 Key Trends From eTail West