It's Time for Retailers to Move Past the Multichannel Conversation

At its core, multichannel means having more than one channel to conduct commerce, communicate with consumers and vice versa. If you have a brick-and-mortar presence and sell online, voila, you're multichannel. If you have an email program and a social strategy, boom, you're multichannel. But how integrated are you? Marketers spend an awful lot of time talking about the next channel. But with every channel that's created, consumers raise the bar higher and beat the drum louder for integration.