Omnichannel Retail: Structure for Success

The Store's Role in Omnichannel Retailing
Omnichannel is such a new term that it hasn't technically been defined, but most retailers understand that it's an evolution of multichannel retailing focused on a more seamless approach to the customer experience across all channels. Retailers chasing after this seamless experience are experimenting with unique combinations of all these channels, with a strong emphasis on the digital ones. To truly be omnichannel, however, retailers must include the in-store experience. After all, this is where a majority of shopping still takes place — and with good reason.