How Macy's, Lowe's and The Limited Are Tackling Omnichannel

For The Limited, the omnichannel process starts with analyzing the customer's most relevant path to purchase. This frequently involves a "mixed cart," Ellis said. For the women's apparel and accessories brand, this meant giving consumers the ability to reserve items online to try on in-store. In addition to providing a much more meaningful service to the shopper, The Limited benefits too by enabling its store associates (aka stylists) to cross-sell an entire outfit, increasing average order values in the process.