Will the Real Omnichannel Please Stand Up?

Disrupt or Be Disrupted
To really understand where the industry stands and needs to go, we must first assess the current situation. There's a theory in biology called punctuated equilibrium that, in general terms, says the evolution of a species proceeds with long periods of relative stability that are punctuated with rapid bursts of change. It's not a jump to draw parallels to what's taking place with omnichannel. Retailers that are responding to this fundamental shift and connecting every piece of their business will be the survivors in the new omnichannel world, while those that are complacent in their actions or old school in their thinking will inevitably fail.