Will the Real Omnichannel Please Stand Up?

The arrival of omnichannel has the retail industry drawing new battle lines in the sand. Pundits predicted e-commerce would eventually crush brick-and-mortar, with Amazon.com as the big gun and other popular pure-plays falling in line behind. Omnichannel commerce is retail's direct answer to the Amazon era. If traditional retailers can leverage their core strength — their brick-and-mortar stores — and master the integrated online and offline experience, they may indeed have the upper hand.