The End of Mobile Commerce: Why Retailers Haven’t Nailed Omnichannel Yet

According to recent research from Accenture, only one-third of retailers have operationalized even the basic features of an omnichannel retail experience, including in-store pickup for online orders, cross-channel inventory visibility and store-based fulfillment. Among those brands that do get on board, they soon face the typical transition challenges of getting accurate inventories from their stores, enforcing pickup and delivery procedures in stores not used to doing this, and improperly incenting store personnel to execute against the high expectations of online customers.