Omnichannel Retail: Structure for Success

Breaking Down Silos
It's not enough, however, to keep business as usual in-store. Consumers have become spoiled by retailers that offer a great deal of personalization online, and will soon expect the same from their brick-and-mortar counterparts.

However, due to the detrimental practice of operating retail businesses in silos based on shopping channels, this desired level of omnichannel personalization remains a challenge for most. What a consumer is doing in-store is very important to how the same consumer should be marketed to online, and vice versa. This may seem obvious, but it's too rarely done.