Will the Real Omnichannel Please Stand Up?

Let's drill down a little further into the operational and strategic attributes that define these two camps.

Fulfillment: The physical collection of goods is one of the most vital parts of the omnichannel retail experience. Shoppers want to order and receive merchandise through the channel(s) of their choice, which requires specialized supply chain operations that connect all of the inventory data and make it visible to customers and sales associates alike. The logistical challenges are immense.